Gatorade Names Tottenham Hotspur Captain Son Heung-Min as Brand Ambassador

Today, 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.

Founded by Son, the Academy is part of his long-standing passion for empowering the next generation of footballers to pursue their dreams and gives budding young players access to training programs, coaching experiences, and football academies. Regardless of age or background, it is a stepping-stone for children who dream of football stardom, but don’t have the available resources to support them in their goals.

Speaking about the partnership, Son said, “I’m thrilled to be partnering with Gatorade because the brand has a long history and legacy in fuelling athletes at the top of their careers. Not only does it play a key role in hydrating athletes – which allows me to put in my best performance on the pitch – but we share a mutual passion for nurturing young players. My work with the Son Football Academy has helped children find joy through football, and hopefully given them opportunity to rise to the top of their game.”

Bart LaCount, vice president, hydration and energy, PepsiCo International Beverages added, “Son Heung-min is renowned worldwide for his tenacity on the pitch and unwavering commitment to winning. He embodies the Gatorade brand, which makes him the perfect choice to join our incredible roster of brand ambassadors.  He’s also a great role model off the pitch, and we couldn’t be happier to collaborate with him to fuel even more amazing talent through grassroots football opportunities. I have every confidence Son will be a fantastic addition to the Gatorade squad.”

Gatorade shares Son’s ambition to help the next generation of footballers and this new signing follows Gatorade’s largest ever grassroots 5v5 tournament which happened ahead of the brand’s sponsorship of the women’s and men’s Champions League finals in Eindhoven and Istanbul, respectively, in June 2023. Now in its sixth year, Gatorade 5v5 has grown to feature teams from 11 countries, spanning Latin America, Asia, Middle East, and Europe. The tournament’s mission is to support and inspire young players on their journey and since inception, Gatorade 5v5 has built an international platform, giving over 126,000 boys and girls from diverse backgrounds the opportunity to excel in the sport.

Alongside Gatorade partners and athletes from across the world of sports , Son will now have full access to Gatorade Sports Science Institute. The GSSI’s mission is to help athletes optimise their health and performance through research, innovation and education on hydration and nutrition science. For over 30 years its scientists have studied the effects of nutrition on the human body before, during and after exercise.

Son’s first duties as a Gatorade ambassador will see the Premier League star feature in a TVC in South Korea.