With summer in full swing, POWERADE is thrilled to launch a new integrated marketing campaign surrounding soccer and the hard work and drive athletes in the sport embody to achieve their goals. In the new 30-second TV spot titled “Fast”, a teen runs through the streets of Los Angeles with her sights on competing on the soccer field.

As she enters the stadium, sweat pouring and breathing heavy, she reaches for a POWERADE as fuel to power through the competition. The spot debuted on June 11 during the World Cup Qualifiers.

Alongside the new summer creative, POWERADE is continuing its commitment to amateur soccer talent with its continued sponsorship in the Sueño Alianza tryouts.

“With the increasing popularity of soccer in the United States, POWERADE is thrilled to continue fueling young athletes in their quest to pursue their dreams” said Joel Bishop, senior vice president, glacéau. “This summer, we are doing more than ever to help amateur soccer stars power through towards their goals.”

The POWERADE® Sueño Alianza tryouts, dedicated to the development of amateur Hispanic soccer talent as part of the Alianza de Futbol tour, offers three age groups – including U-16, U-19 and U-22 – the opportunity to perform in front of top coaches and scouts representing the Mexican National Team, USL and Liga MX.


This year’s tryouts are in full swing with the program kicking off this past May in Phoenix, Ariz. The tour will visit 11 cities across the United States throughout the summer and will culminate in September, with 54 players earning the opportunity to head to Los Angeles and play in the Sueño Alianza National Showcase for the chance to advance their soccer careers to the next level.

From the soccer field to the digital world, POWERADE will be launching a new flavor with select customers tied to the launch of the world’s most popular soccer video game, EA SPORTS™ FIFA 18. Look out for new POWERADE Blue Raspberry Cherry this September!

From the pro leagues, to amateur to digital, this year’s efforts continue to build on the increasing presence POWERADE has in the sport of soccer at every level.