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2006
2023
Ambassador
Lionel Messi and Gatorade: A Comprehensive Overview of Their Long-Standing Partnership
Lionel Messi partnership with Gatorade began in 2006, marking a pivotal collaboration in the sports hydration industry. Over the years, the relationship expanded to include cutting-edge sports science support through the Gatorade Sports Science Institute (GSSI).
2013: FC Barcelona and Messi Partnership
In October 2013, Gatorade secured a three-year global sponsorship deal with FC Barcelona, where Messi was a central figure. This collaboration integrated Gatorade into the club’s training and nutrition strategies and extended Messi’s individual endorsement for global campaigns.
2014: Green Fury Launch
In 2014, Gatorade unveiled the limited-edition “Green Fury” sports drink, featuring Messi on its packaging. The kiwi-flavored drink highlighted Messi’s global appeal and reinforced Gatorade’s position as a leading sports hydration brand.
2015: The Formula to Unleash Campaign
Gatorade launched its “Formula to Unleash” campaign in 2015, featuring Messi alongside other football stars like James Rodriguez. This global initiative highlighted the brand’s role in fueling performance, leveraging Messi’s unparalleled achievements, including his Ballon d’Or wins and UEFA Champions League titles.
2016 The “Don’t Go Down” Campaign: Showcasing Messi’s Determination
In February 2016, Gatorade partnered with Lionel Messi to launch the global campaign “Don’t Go Down,” timed to coincide with FC Barcelona’s UEFA Champions League match. The campaign emphasized Messi’s unmatched resilience and unwavering determination to remain on his feet despite challenges on the pitch.
The campaign’s centerpiece was a compelling video showcasing Messi’s ability to overcome adversity, highlighting his relentless pursuit of excellence. This visual tribute celebrated Messi’s achievements and his defiant determination, which have made him a global icon in the world of football.
On May 5, 2016, Messi and Gatorade introduced a unique extension of the “Don’t Go Down” campaign through a handwritten letter initiative. Over ten weeks, Messi penned letters offering hope, encouragement, and perseverance to communities worldwide.
2018: Heart of a Lio Animated Film
In collaboration with FC Barcelona, Gatorade released the animated short film “Heart of a Lio”, chronicling Messi’s journey from a young boy in Rosario to becoming a global football icon. The film emphasized values like perseverance and determination, aligning with Gatorade’s brand ethos.
On December 6, 2018, Gatorade’s animated short film “Heart of a Lio”, featuring Lionel Messi, was recognized with the YouTube Ad of the Year award in the Best Picture category. This accolade, awarded in partnership with The Webby Awards, highlighted the ad’s storytelling excellence and emotional resonance. The film chronicled Messi’s rise from his humble beginnings to becoming one of the world’s greatest football players, celebrating themes of perseverance, passion, and resilience.
The 2019 Campaign: “Make Them Sweat”
On April 8, 2019, Gatorade launched its international campaign, “Make Them Sweat”, starring Lionel Messi and Manchester City’s Gabriel Jesus. The campaign focused on showcasing the intense effort and determination required to excel at the highest levels of football. Through visually dynamic content, Gatorade emphasized the importance of preparation, endurance, and hydration in achieving peak performance.
2020: GOAT Camp Campaign
The GOAT Camp campaign in 2020 featured Messi alongside legends like Serena Williams, Michael Jordan, and Usain Bolt. This campaign celebrated athletic excellence and inspired the next generation to pursue greatness, further cementing Messi’s association with the brand.
2022: The Greatest Never Settle
Gatorade’s “The Greatest Never Settle” campaign showcased Messi’s relentless drive for excellence. The campaign included a digital series, “Fuelling Greatness”, which offered behind-the-scenes insights into Gatorade’s science-backed role in athletic performance, highlighting Messi’s journey.
2023: G.O.A.T.orade Tribute
To celebrate Messi’s eighth Ballon d’Or win, Gatorade released the “G.O.A.T.orade” bottle, incorporating soil from the pitch where Messi first played. This commemorative campaign highlighted Messi’s roots and enduring legacy.
The End of an Era: Launch of Mas+ in 2024
In June 2024, Messi announced the launch of his sports and energy drink brand, Mas+, marking the conclusion of his long-standing partnership with Gatorade.
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