Why Powerade is letting athletes pause partnerships to prioritize mental health

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Why Powerade is letting athletes pause partnerships to prioritize mental health

//sports-competition.news-articles.net/content/2 .. se-partnerships-to-prioritize-mental-health.html

Published in Sports and Competition on Thursday, December 5th 2024 at 8:35 GMT by Terrence Williams
^{🞛 This publication is a summary or evaluation of another publication 🞛 This publication contains editorial commentary or bias from the source}

An extension of the brand's "Pause is Power" platform, the contractual provision allows athletes to focus on mental health without losing sponsorships.

Powerade has launched a new campaign titled "Pause is Power," aimed at promoting mental health awareness among athletes. The initiative encourages athletes to take breaks for mental well-being, featuring a unique twist where athletes can scan QR codes on Powerade bottles to access mental health resources. These resources include guided meditation, breathing exercises, and other mental health support tools. The campaign also includes a partnership with the National Alliance on Mental Illness (NAMI) to provide further support. This move by Powerade reflects a broader trend in sports marketing where brands are increasingly focusing on the mental health of athletes, recognizing the importance of mental resilience alongside physical fitness.

Read the Full Marketing Dive Article at:
[ https://www.marketingdive.com/news/powerade-athletes-codes-pause-mental-health/734285/ ]