Powerade kicks off FIFA World Cup 2026™ with launch of Playstyles and on-pack promo

• New Powerade FIFA Playstyles – Attack and Defend – brings football-inspired flavours to the chiller
• Nationwide on-pack promotion offering thousands of prizes
• Backed by Powerade’s biggest-ever global campaign as the Official Sports Drink of FIFA World Cup 2026™

Coca-Cola Europacific Partners (CCEP) is helping retailers tap into one of the biggest sporting moments in the calendar with the launch of Powerade FIFA Playstyles – a new limited-edition range bringing the energy of football to shelves ahead of the FIFA World Cup 2026™.

Powerade continues to outperform the total advanced hydration category^[1], with value sales up 25.9% year-on-year^[2], reinforcing its position as the number two sports drink brand in GB^[3].

Inspired by the different ways people play the game, the range introduces flavours linked to roles on the pitch, including Attack, a spicy citrus variant with a mild kick, and Defend, a refreshing floral citrus option.

With a balance of sugar and sodium to support hydration, alongside added vitamin B5 which contributes to mental focus, Powerade FIFA Playstyles is rolling into stores nationwide now in 500ml bottles.

Designed to drive standout in the chiller, Playstyles taps into growing demand for hydration and functional benefits^[4], giving shoppers a clear reason to trade up into more premium options and driving additional value into the category.

Building excitement with on-pack activity

The launch is supported by a nationwide on-pack promotion, designed to drive engagement and frequency during the key summer period.

Running across Powerade Mango, Berry and FIFA Playstyles, from 11^th May to 5^th July, shoppers can scan QR codes on promotional packs for the chance to win instant prizes, including footballs, drawstring bags and Powerade sipper bottles

The NPD and promotion are further supported by Powerade’s global FIFA World Cup 2026™ “Power Your Fate” campaign, helping to drive awareness and engagement at scale.

A major opportunity for retailers

Football reaches close to 80% of the UK population and is the number one passion point for younger consumers, making it especially valuable for engaging Gen Z^[5]. Major tournaments also drive soft drinks sales, with increased demand linked to match-day viewing, social occasions and top-up shopping missions.

Sports drinks are the number one impulse category within soft drinks^[6], highlighting their ability to drive incremental sales during key trading periods such as major football tournaments.

Rob Yeomans, Vice-President, Commercial Development at Coca-Cola Europacific Partners GB, said: “Football – and especially the FIFA World Cup – is one of the most powerful cultural moments for shoppers, delivering both mass reach and real commercial impact in store.

“With the tournament set to be the biggest ever, spanning 48 teams and more than 100 matches and reaching billions of fans globally^[7], it provides a huge platform for retailers to engage shoppers at scale.

“With Playstyles, we’re bringing something genuinely new to the fixture, using bold flavour innovation to tap into that excitement and give shoppers a reason to engage with the category. Combined with our on-pack promotion and the scale of our global campaign, this is a major opportunity to drive sales across key match-day and social occasions.”