Gatorade: Fuels You Forward

Gatorade announces the signing of its latest ambassador, South Korean and Tottenham Hotspur FC striker Son Heung-min in a multi-year deal, building on the launch of the brand’s ‘Fuels You Forward’ platform. The signing of Son Heung-min, known as ‘Sonny’ represents an important step in Gatorade’s purpose to fuel everyone’s athletic performance – from world-class footballers and athletes to anyone who enjoys an active lifestyle. Beyond refuelling audiences physically to combat dehydration, ‘Fuels You Forward’ seeks to inspire all consumers with the confidence and self-belief they need to achieve peak performance. Son – a global footballing icon – plays at the highest level for Tottenham Hotspur FC where he has just been announced as captain of the side for the 2023/24 season, as well as captaining South Korea’s national side on the international stage. He joins Gatorade’s incredible roster of global elite athletes and top-flight teams across football, American football, baseball, basketball, athletics, boxing, and tennis, amongst the legendary Lionel Messi (Inter Miami CF), English Premier League champions Manchester City and the national teams of Brazil, Canada, and Colombia. As part of Gatorade’s roster of global footballing talent, Son’s activities will transcend the in-real-life footballing world to the virtual through PepsiCo’s recently announced multi-year partnership with EA SPORTS FC – a brand new global football platform. Through the partnership, Gatorade and EA SPORTS FC will inspire the next generation to love and play sport, whether by enabling greater participation through gaming, Gatorade’s grassroots football programmes or the Gatorade Sports Science Institute. Gatorade’s purpose is to fuel everyone forward along with its mission to removing the barriers to sporting success and encouraging greater participation. As part of this commitment – and the signing of Son – Gatorade will be donating to the Son Football Academy in South Korea.