Gatorade Releases New 'Fuel The Fire' Ad, Renews With Messi, Signs Rodriguez

Gatorade renewed its partnership with Barcelona's Lionel Messi and signed Real Madrid's James Rodriguez. Both athletes will be featured in the new Gatorade campaign that includes a 30-second ad entitled "Fuel the Fire" and 90-second digital spot, "The Formula to Unleash," with partner clubs Arsenal, Liverpool, Barcelona and Juventus. The campaign began Monday with "The Formula to Unleash" running simultaneously on digital platforms in several Latin American countries, Western Europe, Asia, Mexico and the U.S. By signing two of the sport’s most prolific athletes, Gatorade continues to expand its growing reach in global football. It is currently the official sports fuel partner for more than 55 football clubs across 12 countries worldwide, including the Brazilian men’s national team, Arsenal, Liverpool and Barcelona as well as newly signed Juventus. To coincide with signing Messi and Rodriguez, Gatorade unveiled a new campaign that includes some of the biggest names in global football. The campaign will further deepen the brand’s involvement in football and establish a clear identity within the sport (Gatorade).