NEW GATORADE EQUITY IN SPORTS INITIATIVE AIMS TO HELP MILLIONS BENEFIT FROM THE POWER OF PLAYING SPORTS

Rhea-AI Summary

Gatorade announced Fuel Tomorrow, a multi-year initiative aimed at increasing sports access for underrepresented youth. The program will focus on community programs, access to facilities and equipment, and training for coaches on equity and inclusion. An initial investment of $10 million will support partnerships with organizations like Athlete Ally and Good Sports. Gatorade aims to address barriers preventing participation, particularly among girls and low-income communities. The campaign will launch during NBA All-Star Weekend 2022.

Positive

• Gatorade's initiative has an initial investment of $10 million, demonstrating a strong commitment to social impact.
• The program aims to remove barriers to sports for underrepresented youth, potentially enhancing brand reputation and community relations.

Negative

• None.

CHICAGO, Feb. 16, 2022 /PRNewswire/ -- Playing sports can have lasting cognitive, social and emotional benefits, yet participation is on the decline. This is why today, Gatorade, the leader in sports fuel, announced Fuel Tomorrow, a new multi-year initiative to help everyone have equal opportunities to play sports and realize their potential.ⁱ

Playing sports can improve an athlete's chances of succeeding in school, going to college and provide other long-term benefits like lower levels of depression, higher self-esteem and more productivity at work.ⁱⁱ Yet, there are significant barriers that prevent many kids, especially girls, those from low-income backgrounds, and Black, Brown and LGBTQ+ youth, from playing sports.

"At Gatorade, we understand the power sport has to change lives, and while we have a long-standing history of serving athlete communities, our ambition is to do more to create positive change," said Brett O'Brien, Gatorade senior vice president and general manager. "The inequities preventing kids from playing sports need to be addressed, and as the leader in sports fuel, it's our responsibility to invest our voice and resources in ways that will create lasting impact."

Gatorade plans to use its brand platform to educate about the power of sport and help remove barriers by focusing Fuel Tomorrow on three areas:

1. Programs: Resourcing community programs that help kids play in a safe, welcoming environment
2. Access: Providing access to sports facilities, equipment and transportation
3. Training: Training coaches on how to be champions for equity and inclusion

The initiative will come to life through collaborations with leading social-impact organizations and will be implemented across longstanding brand programs. Gatorade is joining forces with national organizations, including Athlete Ally, Good Sports, Honest Game Foundation, Laureus USA, and the Women's Sports Foundation, tapping into their grassroots networks and expertise to co-develop measures and actions that advance equity in sports. The multi-year initiative includes an initial $10 million investment in these organizations and more to advance their work.  The brand will also develop community partnerships with The DICK'S Sporting Goods Foundation and Walmart, and other key retailers. And finally, starting this year, Gatorade will infuse diversity, equity and inclusion trainings and educational resources across its programming with athletic trainers, coaches and registered dietitians.

To drive momentum behind the initiative, Gatorade will launch a Fuel Tomorrow creative campaign, a manifestation of the brand's vision for a world where everyone has access to sport. The campaign will feature a hero film (link) and integrated marketing efforts across TV, digital and social platforms. The film features basketball superstars Candace Parker and Damian Lillard alongside young phenom Izzy Escribano and will debut during NBA All-Star Weekend 2022 with on-the-ground efforts to support the local Cleveland community.

"As a female athlete, I've faced many barriers over the years both on and off the court, which is why I love working with brands who are driving positive change for the next generation," said Candace Parker, 2x WNBA Champion, 3x WNBA MVP and Gatorade athlete. "While we've come a long way, there's more work to be done and, as a mom, I'm looking forward to working together with Gatorade to build a better future for all athletes."

While Fuel Tomorrow is a new initiative, Gatorade has been giving back to athlete communities for years. Since 2017, through the brand's notable Player Of The Year program, Gatorade has donated more than $3 million to organizations whose missions are to keep athletes in the game. In 2021, Gatorade launched its Women's Advisory Board to tackle specific barriers female athletes face, and partnered with Angel City FC, which allocates 10% of its revenue to keeping girls in sports. Most recently at Super Bowl LVI, in partnership with Laureus USA, the brand announced it will pay facility fees until 2024 for the Woodcraft Rangers, a social-impact organization in Los Angeles, to ensure local youth have access to play sports.

To learn more about Fuel Tomorrow, visit gatorade.com/community.

About Gatorade
The Gatorade Company, a division of PepsiCo (NASDAQ: PEP), meets the needs of consumers who participate in sports and fitness, through brands that include Gatorade, Propel, Muscle Milk, and Evolve. The solutions they provide are driven by a deep understanding of the unique occasions and needs across athletic activity. Gatorade, their marquee brand, is underpinned by a 56-year history of studying the best athletes in the world, and sports nutrition research by the Gatorade Sport Science Institute, allowing it to provide scientifically formulated products that meet athletes' needs both on and off the field. For more information and a full list of products, please visit www.gatorade.com.

About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated $70 billion in net revenue in 2020, driven by a complementary beverage and convenient foods portfolio that includes Lays, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including many iconic brands that generate more than $1 billion each in estimated annual retail sales.

Guiding PepsiCo is our vision to Be the Global Leader in Beverages and Convenient Foods by Winning with PepsiCo Positive (pep+). pep+ is our strategic end-to-end transformation that puts sustainability at the center of how we will create value and growth by operating within planetary boundaries and inspiring positive change for planet and people. For more information, visit www.pepsico.com.

i Aspen Institute: https://www.aspenprojectplay.org/national-youth-sport-survey/kids-quit-most-sports-by-age-11
ii Aspen Institute: https://www.aspenprojectplay.org/youth-sports-facts/benefits

 

View original content to download multimedia:https://www.prnewswire.com/news-releases/new-gatorade-equity-in-sports-initiative-aims-to-help-millions-benefit-from-the-power-of-playing-sports-301483819.html

SOURCE The Gatorade Company

FAQ

What is Gatorade's new initiative Fuel Tomorrow about?

Fuel Tomorrow is a multi-year initiative by Gatorade aiming to increase access to sports for underrepresented youth.

How much is Gatorade investing in the Fuel Tomorrow initiative?

Gatorade is initially investing $10 million in the Fuel Tomorrow initiative.

When will the Fuel Tomorrow campaign launch?

The Fuel Tomorrow campaign will launch during NBA All-Star Weekend 2022.

How does Gatorade plan to support youth sports through the Fuel Tomorrow initiative?

Gatorade plans to support youth sports by resourcing community programs, providing access to facilities and equipment, and training coaches on equity.

Which organizations is Gatorade partnering with for the Fuel Tomorrow initiative?

Gatorade is partnering with organizations such as Athlete Ally, Good Sports, and Laureus USA.