09.05.2024,
5403 Zeichen
London (ots/PRNewswire) - Gatorade continues to fuel young adults to
keep active to unlock the life-changing power of sport on a global
scale.
To cement Gatorade's commitment to transforming participation in
sport across the world, the iconic PepsiCo drinks brand is launching
its global programme, Fuel Tomorrow, by committing to help 2,500,000
teens across the world access the life changing power of sport by
2030.
The programme, originally Gatorade's U.S equity in sport platform, is
being expanded globally following research conducted by Gatorade. It
surveyed 2,500 parents of teens aged 13-17 from numerous markets and
identified the biggest barriers preventing teens from playing or
staying in sport. These include:
* The cost of the activity or equipment - 55% of respondents
highlighted the cost of the activity or the equipment as a
barrier
to sports participation. This is noted as the top barrier to
access in sports for lower income households across surveyed
markets.
* The lack of confidence - 41% of those surveyed share a concern
that a lack of confidence or self-esteem stops their teens from
taking part in sport.
* The safety of sport spaces - 54% of parents point to the safety
of
sports spaces as a barrier and interestingly, is felt only
marginally more strongly amongst girls (56%) than boys (52%)
* Visible role models – Across all markets 44% of parents point to
lack of visible and relatable role models as a key barrier to
their children taking part in a sport, most notably, in team
sports.
* The lack of sporting facilities or inability to physically reach
them - 52% reported there was a lack of sport facilities or an
inability to physically reach a sports facility.
As a result of the survey, the Fuel Tomorrow global platform will
roll out three international programmes to address the barriers and
gaps found within the research. Kicking off in May, the brand's
renowned grassroots football tournament for teens aged 14-16, 5v5,
will take place in Bilbao with an all-female tournament and in London
with both male and female tournaments. Designed to promote and
showcase equal opportunities for young talent, the tournament – now
in its seventh year – has been delivering positive formative sporting
experiences to thousands of young amateur athletes from all over the
world, providing over 151,000 young adults from diverse backgrounds
the opportunity to excel to date. This year sees 25,000 teens
participating alone!
May will also see an extension of the brand's 'Confidence Coach'
initiative following the successful launch with Rachel Yankey and
Andriy Shevchenko in 2023. Fuelled by the finding that a lack of
confidence within teens has a huge impact on the drop-out rate of
sport, this innovative programme aims to inspire future generations
by partnering with some of the world's most iconic football players
as Confidence Coaches to share their experience first-hand and
motivate aspiring players.
The final programme coming later this year will be the 'Fuel Tomorrow
Fund'. Created to encourage community integration to cover the cost
of equipment and spaces to play sport in low-income areas in key
markets.
Speaking about the Fuel Tomorrow programme, VP of Marketing at
Gatorade, Bart LaCount says, "Gatorade's Fuel Tomorrow platform
embodies our core mission – that is to ignite the potential that is
inside each one of us, that can be unleashed through sport and being
active. Unfortunately, not everyone has equal access to those
opportunities – but at Gatorade, we believe everyone should be able
to access sports and we firmly believe that barriers to participation
should not exist. Gatorade looks forward to a future in which
everyone, everywhere, can unlock the life-changing power of sport."
Gatorade continues its mission to increase participation and to
inspire future generations to get active. A brand created, and
continuously fuelled, by some of the best scientists in the world -
there are many more programmes coming this year to help young people
discover the joy of sport and where it can take them.
About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times
a day in more than 200 countries and territories around the world.
PepsiCo generated more than $91 billion in net revenue in 2023,
driven by a complementary beverage and convenient foods portfolio
that includes Lay's, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain
Dew, Quaker, and SodaStream. PepsiCo's product portfolio includes a
wide range of enjoyable foods and beverages, including many iconic
brands that generate more than $1 billion each in estimated annual
retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in Beverages
and Convenient Foods by Winning with pep+ (PepsiCo Positive). pep+ is
our strategic end-to-end transformation that puts sustainability and
human capital at the center of how we will create value and growth by
operating within planetary boundaries and inspiring positive change
for planet and people. For more information, visit www.pepsico.com,
and follow on X (Twitter), Instagram, Facebook, and LinkedIn
@PepsiCo.
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