Forbes December 5, 2024
In a move poised to redefine sports sponsorships, Powerade has unveiled The Athletes Code—a groundbreaking initiative that puts athletes’ mental health at the forefront. This contractual provision ensures athletes can take needed breaks without jeopardizing their sponsorships. This initiative builds on the 2022 “Pause is Power” platform, where Powerade continues to challenge the “win at all costs” mentality to protect athletes’ well-being. Up until this point, there have not been other brands that have provided similar contractual provisions with a focus on their athletes’ mental health.
Athletes at all levels are in high-pressure environments which often come with high expectations. This pressure to perform can have a negative impact on their mental health, sometimes demanding time away from their sport...
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