Athlete-Focused Mental Wellbeing Initiatives : the athlete code

Powerade’s ‘The Athletes Code’ introduces a significant shift in athlete sponsorship by prioritizing mental wellbeing alongside physical performance. This initiative provides athletes with the opportunity to temporarily step away from their sponsorship commitments without the concern of financial or contractual penalties.

The Athletes Code program is built on three key pillars — the right to pause, unwavering support, and confidentiality. By formalizing a ‘Right to Pause,’ Powerade acknowledges the increasing importance of mental health in high-performance sports, ensuring athletes have the necessary time to recover and return to their sport in optimal condition. Athletes are assured they can take a break when needed, with Powerade’s commitment to maintaining their sponsorship intact. Furthermore, the initiative guarantees privacy, handling any related discussions with discretion and respect.

Image Credit: Powerade