POWERADE Commits to MORE for 2024 College Football Season

To kick off the college football season, POWERADE today announced the launch of its latest national marketing campaign titled, “COMMITMENT TAKES MORE.” Building upon the brand’s existing foundation of supporting collegiate athletes, POWERADE has recruited five of the most talented college football players from top programs across the country to take the spotlight and star in its newest national campaign.

“COMMITMENT TAKES MORE” features highly rated 2025 Draft prospect and University of Georgia (UGA) Bulldogs QB, CARSON BECK, Louisiana State University (LSU) Tigers QB, GARRET NUSSMEIER, University of Southern California (USC) Trojans WR, ZACHARIAH BRANCH, University of Iowa Hawkeyes RB, KALEB JOHNSON, and Florida State University (FSU) Seminoles DE, PATRICK PAYTON.

The new campaign shines a spotlight on some of the top college players in the country and their all-in dedication to the game of football given today’s evolving landscape. Between navigating NIL deals, the transfer portal and new playoff format, it takes more than ever to commit to the game – and through “COMMITMENT TAKES MORE,” POWERADE aims to inspire the next generation of up-and-coming athletes to continue to pursue their goals.

As the Official Hydration Partner for more than 20 college programs nationwide, POWERADE supports athletes on-and-off the field and provides them with MORE electrolytes to power their drive to perform their best when it matters most.

To further underscore the brand’s commitment to powering the next generation of athletes, POWERADE is committing to donating 1 million bottles of POWERADE to youth sports programs by 2026.

“Being committed to the game means getting in the reps and putting in the work no one’s watching,” said UGA Bulldogs QB, Carson Beck. “As you’ll see in this new campaign, POWERADE’s been fueling me every step of the way as I’m grinding to get better and prepare for the start of the season.”

As an extension to the campaign, the brand is also teaming up with more than 35 NIL athletes from colleges and universities across the country to further amplify the campaign’s footprint via digital and social media content.

“With POWERADE’s new campaign, we couldn’t be more excited to showcase our continued investment into college sports and build upon the great momentum we’ve seen over the last year,” said Tom Gargiulo, CMO of BODYARMOR Sports Nutrition. “Our goal is for POWERADE to be synonymous with college sports, so it was a no-brainer to partner with several of the nation’s best players ahead of an exciting upcoming college football season – and showcase to fans and consumers everywhere that POWERADE offers MORE than the competition”

An extension of the brand’s recent ‘IT TAKES MORE’ campaigns for Paris 2024 and March Madness, POWERADE’s new “COMMITMENT TAKES MORE” will debut on Thursday, August 29th and features national activations across streaming CTV and online platforms, digital, social media, programmatic, out-of-home, and retail extensions lasting throughout the 2024-25 college football season. “COMMITMENT TAKES MORE’ was created by WPP OpenX, led by Ogilvy NY.