Powerade has launched its global FIFA World Cup 2026 marketing campaign, Power Your Fate, as the sports drink brand looks to capitalise on growing demand for hydration products ahead of the tournament.
The campaign positions Powerade as the official sports drink of FIFA World Cup 2026 and will run across TV, digital, social media, outdoor advertising and in-stadium activations.
The campaign features football stars Lamine Yamal and Rodrygo Goes alongside everyday athletes, focusing on preparation, resilience and hydration.
A new hero film created for the campaign showcases athletes from South Korea, Mexico, the US and Spain, with sporting moments reimagined as murals, sculptures and mosaics inspired by local cultural styles.
Powerade said the campaign would also include limited-edition squeeze bottles signed by Yamal and Rodrygo, alongside fan activations and social media content offering behind-the-scenes insight into athletes’ training and recovery routines.
“It is my dream to play in a FIFA World Cup, and I will do what I always do – play with joy and give everything I have,” said Yamal. “Powerade helps me perform at my best and be ready when it counts the most.”
Rodrygo added: “As athletes, we train for the big moments that define us. So, when adversity hits in your career, it's all about taking control and owning the comeback – the very definition of powering your fate. This means having the discipline, the mindset, and the hydration to keep you pushing towards getting back on the field. I’m extremely proud to partner with Powerade, who supports me in committing to the recovery so I’m ready for the next defining moment.”
The brand is additionally partnering with street portrait artist Devon Rodriguez to create custom artwork on Powerade Squeeze Bottles celebrating defining athletic moments.
Rob Yeomans, vice-president of commercial development at Coca-Cola Europacific Partners GB, said the tournament would present a strong sales opportunity for retailers.
“Major sporting moments like the FIFA World Cup 2026 create a strong sales opportunity for retailers, and Powerade’s ‘Power Your Fate’ campaign is designed to help them maximise it,” he said.
“By tapping into the excitement of the tournament and growing demand for performance hydration, the campaign will drive standout in-store and give shoppers a compelling reason to engage with the sports drinks category.”
Yeomans encouraged retailers to support the campaign with impactful displays to drive incremental sales across matchday and on-the-go occasions.