Friday, June 13, 2014

Powerade Schools Programme helps born sportsmen power through adversity and improve performance.

Powerade Schools Programme helps born sportsmen power through adversity and improve performance.
Whether it’s a game with professionals or a local school derby… There is Power in Every Game.

Passionate young soccer players from across South Africa can be part of the excitement of the 2014 FIFA World Cup® through Powerade’s There’s Power in Every Game campaign, aimed at assisting born sportsmen reach their ultimate sports goals through understanding effective conditioning and hydration.  It also aims to motivate them to power through adversity and inspire and motivate their team mates and community at large.

Globally, Powerade, the official sports drink of the 2014 FIFA World Cup®, unveiled the campaign featuring Andrés Iniesta, who memorably scored Spain’s winning goal in the 2010 FIFA World Cup™ Final.  In the campaign Iniesta shares his story of how he powered through his own challenges to achieve the highest level of success on the world’s biggest sporting stage. To watch the latest video click here.

In South Africa, the campaign will target where true born sportsmen are identified, and that is at school level, through the Powerade Schools Programme. 

In recognition of coaches being the key influencers within the school environment, Powerade kicked-off the local campaign with two coaches’ clinics that were run in partnership with the Dutch KNVB World Coaching Programme, one of the leading global soccer coaching programmes.

In total over 70 school soccer coaches attended the clinics, which were held in Pretoria and Stellenbosch.  Most of the coaches, whose first priority is education, have no formal coaching qualifications. At the clinics they were exposed to international best practices, the latest training information and given insights gathered and utilised by some of the best international soccer coaches from around the world.

The campaign, now entering its second phase, shifts focus back to born sportsmen as pupils from selected schools across the country stand the chance to win exclusive Powerade Performance Sessions in soccer, rugby and cricket for their school by participating in the Powerade Collect-a-Cap competition.

The Powerade Performance Session in soccer will be hosted by ex Bafana Bafana and Kaizer Chiefs captain, Neil Tovey. He, like Iniesta, knows the challenges that need to be tackled in order to play professionally and is well positioned to give aspiring players advice and support.

“We recognise that there is power in every game and through the Powerade Schools Programme, born sportsmen will be introduced to the science of correct training, proper nutrition and the benefits of hydration to help enable them to reach peak fitness at the right time. Whether it is a professional game in Maracana or a local schools derby, there is power in every game.” explained James Maclachlan, IMC Marketing Assets Manager of Coca-Cola South Africa.

“Through our Powerade Schools Programme we are bringing our 2014 FIFA World Cup® campaign to life by touching the lives of everyone that is involved in the careers of a soccer player. This campaign reflects Powerade’s commitment and ongoing support of born sportsmen by providing them with platforms to improve their sporting performances,” he concluded.

 About The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands.  Led by Coca-Cola, one of the world's most valuable and recognizable brands, our Company's portfolio features 16 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle.  Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks.  Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.9 billion servings a day.  With an enduring commitment to building sustainable communities, our Company is focused
on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate.  Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates.  For more information, visit Coca-Cola Journey at, follow us on Twitter at, visit our blog, Coca-Cola Unbottled, at or find us on LinkedIn at

About Powerade
Powerade is a brand of The Coca-Cola Company, and is available in 70 markets, including Australia, USA, Canada, Great Britain, Brazil, Mexico, Russia, Spain and South Africa.  Powerade combines carbohydrates, electrolytes with fluids for energy and hydration.  It quenches thirst and replenishes minerals and carbohydrates lost during sports or other intense activities.  In most markets, Powerade is scientifically formulated with the ION4® Advanced Electrolyte System, which helps replenish 4 key electrolytes lost in sweat: Sodium, Potassium, Calcium, & Magnesium

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