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Powerade Endorsers – Athletes Endorsed by Powerade

Powerade EndorsementsCoca-Cola’s popular sports drink, Powerade, is the leading rival to industry leader, Gatorade. After being introduced in 1988, the Powerade brand now owns approximately 22% of the sports drink market and is also the official sports drink of the AFL, PGA Tour, NASCAR, NHRA, NCAA and the U.S. Olympic Team (with the exception of U.S.A. Basketball and U.S. Soccer).

Coca-Cola is constantly stepping outside of the traditional sports drink marketing box, all in an effort to increase Powerade’s marketshare within the industry. Ad campaigns like the 2008 project, “Power Up,” are perfect examples of how Coca-Cola continues to position Powerade as a leader in the marketplace and a fierce competitor of rival, Gatorade. The “Power Up” campaign was especially interesting in that Coca—Cola took a risk when selecting the campaign’s primary spokespeople. The company chose up-and-coming endorsement stars, as opposed to hand-picking more well-known, marquee athletes to be the “faces” of the project. This type of strategic move allowed Powerade to create a true brand differentiator between it and Gatorade.

Regardless, the rivalry between corporate giants, PepsiCo and Coca-Cola, will only continue to fuel the fire for dominance within the sports drink industry. Both brands are working hard to “out-market” the other, utilizing the latest technology and looking for new, interesting, powerful and engaging ways to reach consumers and ultimately sway their opinion of one brand over the other. Celebrities associated with the Powerade brand include sports legends like: Rashard Lewis, Vince Young, Venus Williams, Ryan Howard, Chris Johnson, Chris Paul and Derrick Rose. To book a celebrity endorsement deal, call us at 1.888.246.7141 or fill our athlete endorsement form online.

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