Coca-Cola-owned sports drink Powerade has launched The Athletes Code, a new contractual commitment that will allow the brand’s sponsored athletes to pause their partnership commitments to focus on their mental health.
The launch of The Athletes Code is an extension of Powerade’s ‘Pause is Power’ platform, which debuted in 2022 to challenge the win-at-all-costs mentality in sport. The campaign was centred around gymnastics superstar Simone Biles, who withdrew from the Tokyo 2020 Olympic Games to focus on her mental health.
“Powerade has been a long-time partner to athletes around the world, supporting their journeys on and off the field,” said Matrona Filippou, president of global hydration, sports and tea at Coca-Cola.
“Following the Olympic and Paralympic Games, we recognised the opportunity to be a stronger ally to our athlete partners. We believe that true strength comes from knowing when to pause to comeback stronger, and we’re proud to encourage this belief by formally giving them the ability in their contracts to prioritise their mental health. We look forward to continuing to support athletes at every stage of their journey.”
Alex Morgan added: “Powerade’s new commitment creates a platform that gives athletes the peace of mind to know they’ll be supported unconditionally. What Powerade is doing offers a level of support and reassurance to athletes at all stages of their journey, especially those who are up-and- coming and chasing their dreams.
“With the incredible pressures athletes face today, whether student athletes to professionals, I couldn’t be prouder to help create the space for athletes to take the time they need without the fear of consequences.”
By SportsProMedia
