Initiative ensures that those sponsored by the brand take treatment breaks without losing their contract
Powerade, Coca-Cola’s sports drink brand, the launch of The Athletes Code. This new campaign aims to support athletes sponsored by the brand with their mental health. The initiative allows athletes to take a break from their partnership commitments without the risk of losing sponsorship.
O The Athletes Code is an extension of the campaign Pause is Power, from Powerade itself, started in 2022, which featured the participation of gymnast Simone Biles, who withdrew from the Tokyo 2020 Olympic Games to focus on her mental health.
Among the athletes involved in launching the new campaign are Alex Morgan, US women’s soccer player; Tatjana Smith, Olympic gold medalist swimmer; Linda Motlhalo, South African football player; and Douglas Matera, Brazilian Paralympic swimmer. They shared their experiences in a launch video, highlighting the importance of mental health support.
Matrona Filippou, president of global hydration, sports and tea at Coca-Cola, said: “Following the Olympic and Paralympic Games, we recognized the opportunity to be a stronger ally to our athlete partners. We believe that true strength comes from knowing when to take a break to come back stronger, and we are proud to encourage this belief by formally giving them the ability in their contracts to prioritize their mental health. We look forward to continuing to support athletes at every stage of their journey,” he stated.
Alex Morgan stated: “Powerade’s new commitment creates a platform that gives athletes peace of mind knowing they will be supported unconditionally. What Powerade is doing provides a level of support and reassurance to athletes at every stage of their journey, especially those emerging and pursuing their dreams.”
