The country’s two most popular sports drinks brands launched new soccer-focused campaigns Thursday ahead of the 2026 FIFA World Cup in North America, both of which feature high-profile global soccer stars. Powerade is the official sports drink of the World Cup through parent company Coca-Cola’s top-level FIFA partnership, while PepsiCo’s Gatorade brand is seeking to capitalize on the event without official sponsorship rights.
Powerade’s campaign, titled “Power Your Fate,” will feature Spain’s Lamine Yamal and Brazil’s Rodrygo Goes along with “every day athletes” from around the world. The opening spot, which features dramatic narration and an orchestral score, focuses on the dedication that athletes at all levels must possess to perform at their best. The spot doesn’t lean heavily on the company’s official FIFA rights, only flashing the World Cup logo at the end.
The campaign will span social, digital, outdoor and TV, as well as on-the-ground activations in host cities. The brand will be especially visible during the World Cup given FIFA’s implementation of hydration breaks during each half of every World Cup match.
“During the FIFA World Cup, you will see Powerade on the field of play, you’ll see the players hydrating by drinking Powerade directly from the blue Powerade squeeze bottle,” said Coca-Cola VP/Global Sports Partnerships & Operations Mickael Vinet. “So, by nature of what the brand and product is -- to support the hydration of the athlete’s mind and body -- Powerade will be front and center.”
Meanwhile, Gatorade is reintroducing its legacy “Is It In You?” platform with a campaign called “Trust What’s Inside.” The opening spot features a slew of global soccer stars, including the U.S.’s Christian Pulisic, Brazil’s Vinícius Júnior, Argentina’s Julián Álvarez, Mexico’s Gilberto Mora, Colombia’s Luis Díaz and Canada’s Tajon Buchanan. Former USMNT star Clint Dempsey provides narration for the upbeat spot, which features the brand’s trademark orange sweat on each star.
The campaign will also include what PepsiCo referred to as “disruptive” out-of-home advertising, as well as a limited-edition global apparel collaboration.
Beverage Digest’s 2025 data shows that Gatorade commanded 58.8% of sports drink market share in the U.S. by volume in 2025, with Powerade following in second at 17.9%. BodyArmor, which is also owned by Coca-Cola, ranked third with a 7.7% share of the market.
