As elite soccer players from around the globe pursue their sport’s top prize in France, POWERADE is helping the next generation of female leaders in the U.S. pursue their dreams.
From grade school through the pros, female athletes lack the same opportunities to play sports as their male counterparts. In fact, girls have 1.3 million fewer opportunities to play high school sports than boys do and often lack access to adequate playing facilities near their homes.
That's why POWERADE, the official sports drink of the U.S. Women’s National Team, today announced plans to partner with the U.S. Soccer Foundation to build “Power Pitches” in underserved communities in three major metro areas: Atlanta, Los Angeles and New York City Metro Area.
Each pitch will be dedicated to one of three marquee members of the U.S. Women’s National Team –Alex Morgan, Crystal Dunn and Kelley O’Hara –and be built near the players’ hometowns. Dunn is featured in POWERADE’s “Making of a Champion” film showcasing her journey to the FIFA Women’s World Cup and how she’s inspiring a new generation of girls.
The U.S. Soccer Foundation’s mini-pitches can be used by organizations to provide programming specifically for young girls and will be inclusive to all for unstructured play. The commitment is part of the nonprofit’s Safe Places to Play program. The mini-pitches will provide young girls nearly 2,000 additional hours of playing time in communities that might not otherwise have easy access to areas to play soccer.
“As a female athlete who played at the collegiate level, I personally know the power of sport,” said Jasmine Lipford, senior brand manager, POWERADE. “I wouldn’t be who I am today without that experience, but I also know that at every stage of life, girls face a gap in opportunities to play. We’re not just shining a light on some of those challenges –we’re taking action.”
Sarah Pickens, associate vice president of programsat the U.S. Soccer Foundation, added, "Soccer is a powerful tool, not only to get young people active, but to teach important life skills that help them succeed on and off the pitch. We’re excited to create more mini-pitches in areas that may traditionally lack safe places to play to help ensure more girls and boys are encouraged to play soccer and can reap all the benefits the sport has to offer.”
The FIFA Women’s World Cup campaign represents one more chapter in POWERADE's journey to champion the power of sport for all. POWERADE will bring its campaign to life throughout and following the FIFA Women’s World Cup.
To kick things off, POWERADE will be hosting a viewing party at L.A. Live on Sunday, June 16. Nearly 1,500 young fans will gather to cheer on the U.S. Women’s National Team as they face Chile –including former L.A. Galaxy Legend Jimmy Conrad and his two young daughters who are both aspiring soccer players. As the tournament continues, POWERADE will unveil key components in support of the campaign, including a bespoke t-shirt designed by a notable female designer. Additionally, the brand has partnered with street artists across the country to create Power Murals that will capture powerful moments in the U.S. Women’s National Team's quest to defend its title.
“POWERADE is proud to sponsor the U.S. Women’s National Team and the FIFA Women’s World Cup,” said Kate Overby, senior manager, connections,Coca‑ColaNorth America. “The FIFA Women’s World Cup is the one time every four years when women have a dominant presence on the sports page –and captivate sports fans everywhere –so there’s no better moment to celebrate these amazing athletes across digital and social media, and in communities across the country.”