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Empowering Athletes: Powerade Introduces Mental Health Pause in Sponsorships

Powerade, the Coca-Cola-owned sports drink brand, has made a groundbreaking move in athlete support with the introduction of The Athletes Code. This innovative contractual provision allows sponsored athletes to pause their commitments without risking the loss of sponsorship, prioritizing mental health over commercial obligations.

Prioritizing Mental Wellbeing Without Consequences

Powerade’s The Athletes Code gives athletes the ability to take a step back from sponsorship commitments to focus on their mental wellbeing. Notable ambassadors such as U.S. soccer icon Alex Morgan, Olympic gold medalist Tatjana Smith, South African soccer star Linda Motlhalo, and Brazilian Paralympic swimmer Douglas Matera have been instrumental in launching this initiative.

Building on the ‘Pause is Power’ Platform

This initiative is an extension of Powerade’s Pause is Power platform, launched in 2022. The campaign, inspired by gymnastics star Simone Biles’ decision to prioritize her mental health during the Tokyo 2020 Olympic Games, challenges the traditional win-at-all-costs mentality in sports.

To introduce The Athletes Code, Powerade released a compelling launch video crafted by WPP Open X, spearheaded by Ogilvy. The video features athletes sharing personal stories about the pressures of competing at the highest levels and the critical importance of mental health support. It highlights the athletes’ gratitude for sponsors who prioritize their wellbeing and the potential impact of The Athletes Code.

A Bold Step Toward Supporting Athletes

Matrona Filippou, president of global hydration, sports, and tea at Coca-Cola, emphasized the brand’s commitment to being a stronger ally to its athlete partners. “Following the Olympic and Paralympic Games, we recognized the opportunity to better support our athletes. True strength comes from knowing when to pause to come back stronger,” said Filippou. “We’re proud to formally empower athletes to prioritize their mental health through their contracts.”

Creating a Platform of Unconditional Support

Alex Morgan praised the initiative, stating, “Powerade’s new commitment gives athletes peace of mind, knowing they’ll be supported unconditionally. With the incredible pressures athletes face today—from student athletes to professionals—this creates space for them to take the time they need without fear of consequences.”

A New Standard for Sports Sponsorship

Powerade’s The Athletes Code sets a new standard for sports sponsorship, prioritizing athlete health and wellbeing over traditional commercial pressures. By championing mental health, Powerade reinforces its role as a partner that truly supports athletes at every stage of their journey, paving the way for a healthier, more sustainable approach to athletic success.

Source: SportsPro Media