Stop Promoting Energy Drinks Through College Sports to Young Fans
The Issue
PROTECT YOUNG FANS FROM ENERGY DRINK MARKETING THROUGH COLLEGE SPORTS
Celsius centers campaign on college football to further Gen Z marketing
MARKETING DIVE, Aug 27, 2024
BIG 12 ANNOUNCES MONSTER ENERGY AS ENTITLEMENT PARTNER OF FOOTBALL AND BASKETBALL REGULAR SEASONS Big 12 Conference, July 7, 2026
Do you want your child reaching for an energy drink because they want to play like their favorite college athlete?
Should energy drinks be promoted through college sports to young fans when leading medical organizations recommend that children and teens avoid them—and that they not be marketed to youth?
If you don't want children and teens reaching for energy drinks after watching college sports, please sign this petition.
This initiative is not about restricting adults or adult choices. This is a request to help protect our children from energy-drink marketing through college sports in light of the health risks energy drinks pose to children and teens.
WHY THIS MATTERS
Energy drinks come in fruit and candy flavors and can be purchased by children in the U.S. They contain high levels of caffeine and other stimulants that can raise blood pressure and cause an irregular or racing heartbeat, anxiety, jitteriness, and sleep disruption. In rare cases, seizures, sudden cardiac arrest, and death have been reported.
The American Medical Association (AMA), American College of Sports Medicine, and American Academy of Family Physicians advocate restricting the marketing of energy drinks to children and teens under age 18, and the AMA specifically recommends banning marketing that includes "advertising, sponsorships, and promotional practices that target or appeal to children and adolescents."
ENERGY DRINK MARKETING REACHES YOUNG FANS OF COLLEGE SPORTS
Children are part of the college-sports audience. 60% of children ages 7–11 are college-sports fans. Colleges and conferences actively engage young fans through kids clubs, youth activities, camps, and game-day experiences.
Energy-drink companies are increasingly sponsoring college teams, athletes, sporting events, and broadcasts viewed by children and teens. Sports-themed energy drink ads are widely seen by youth and are often perceived — even by 12- to 14-year-olds — as aimed at them and as promoting energy drink use during sports. Exposure to such advertising is associated with greater energy drink use among youth.
ENERGY DRINKS ARE NOT SPORTS DRINKS
"Advertisements that target young people are contributing to the confusion rather than effectively distinguishing between sports and energy drinks.”
— The American Academy of Pediatrics
Despite the sports imagery in their ads, energy drinks are stimulant formulations — not hydration products for sports. Sports-themed energy-drink promotion can blur the line between sports drinks and energy drinks, creating the impression among youth that energy drinks are appropriate for athletic performance or hydration. Using energy drinks during sports or exercise puts additional stress on the heart and has been associated with rare, life-threatening heart problems.
WHAT CHILDREN, TEENS, AND FAMILIES SHOULD KNOW
“Energy drinks are not appropriate for children and adolescents and should never be consumed.”
— The American Academy of Pediatrics
- Energy drinks pose documented health risks for children and teens.
- For hydration, water is best for most activity; sports/electrolyte drinks without caffeine may be needed for vigorous exercise lasting more than an hour. Energy drinks should not be consumed before, during, or after sports or exercise regardless of health and fitness level.
- Pediatricians advise that children under age 12 avoid caffeine entirely, while adolescents (ages 12–18) limit intake to no more than 100 mg/day (about two 12 oz cans of cola). Energy drinks commonly contain 150–300 mg of caffeine per serving and should never be consumed by children and teens.
- Parents, coaches, athletic departments, and educators should distinguish energy drinks from sports/electrolyte drinks and discourage youth energy drink use.
- Seek emergency care for palpitations, chest pain, fainting, or seizures after consumption of energy drinks.
OUR CLEAR ASK
We are not asking to ban energy drinks for adults or restrict adult choices. We are asking college sports organizations to recognize that children and teens are part of their audience who they actively engage as sports fans. We respectfully ask the NCAA, athletic conferences, universities, broadcasters, and other relevant sports organizations to:
1. Review the health risks. Bring together independent experts in children’s health, heart health, sports medicine, and public health to review energy-drink marketing through college sports viewed by young fans.
2. Pause energy-drink promotions that are likely to reach young fans while that review takes place—especially branding on uniforms and playing surfaces and promotions through youth activities, broadcasts, and social media.
3. Adopt clear standards for energy-drink sponsorships and advertising that recognize that children and teens are part of their college-sports audience.
4. Teach young athletes and fans what to drink for hydration: water first; sports drinks without caffeine when needed—never energy drinks.
FOR THE HEALTH OF OUR CHILDREN AND TEENS, PLEASE SIGN AND SHARE.
Additional Resources:
- Learn More: The leading medical, sports, and nutrition organizations' statements on energy drinks and youth.
- Real-Life Stories: Energy Drink-related Medical Emergencies.
- College Students: Do energy drinks really help you perform your best?
“This movement is dedicated to the living legacy of Steven E. Lipshultz, MD, whose pioneering research remains the heartbeat of our mission.” This petition was developed by physicians and public-health advocates relying on peer-reviewed medical literature and recommendations from leading pediatric, cardiology, and sports-medicine organizations. It is intended to encourage responsible sponsorship policy and is not individual medical advice. It does not allege wrongdoing or improper conduct by Monster Energy, Celsius, or any other person, company, or organization. Rather, it addresses broader pediatric public-health concerns about youth-facing, sports-themed promotion within the energy-drink category.
387
The Issue
PROTECT YOUNG FANS FROM ENERGY DRINK MARKETING THROUGH COLLEGE SPORTS
Celsius centers campaign on college football to further Gen Z marketing
MARKETING DIVE, Aug 27, 2024
BIG 12 ANNOUNCES MONSTER ENERGY AS ENTITLEMENT PARTNER OF FOOTBALL AND BASKETBALL REGULAR SEASONS Big 12 Conference, July 7, 2026
Do you want your child reaching for an energy drink because they want to play like their favorite college athlete?
Should energy drinks be promoted through college sports to young fans when leading medical organizations recommend that children and teens avoid them—and that they not be marketed to youth?
If you don't want children and teens reaching for energy drinks after watching college sports, please sign this petition.
This initiative is not about restricting adults or adult choices. This is a request to help protect our children from energy-drink marketing through college sports in light of the health risks energy drinks pose to children and teens.
WHY THIS MATTERS
Energy drinks come in fruit and candy flavors and can be purchased by children in the U.S. They contain high levels of caffeine and other stimulants that can raise blood pressure and cause an irregular or racing heartbeat, anxiety, jitteriness, and sleep disruption. In rare cases, seizures, sudden cardiac arrest, and death have been reported.
The American Medical Association (AMA), American College of Sports Medicine, and American Academy of Family Physicians advocate restricting the marketing of energy drinks to children and teens under age 18, and the AMA specifically recommends banning marketing that includes "advertising, sponsorships, and promotional practices that target or appeal to children and adolescents."
ENERGY DRINK MARKETING REACHES YOUNG FANS OF COLLEGE SPORTS
Children are part of the college-sports audience. 60% of children ages 7–11 are college-sports fans. Colleges and conferences actively engage young fans through kids clubs, youth activities, camps, and game-day experiences.
Energy-drink companies are increasingly sponsoring college teams, athletes, sporting events, and broadcasts viewed by children and teens. Sports-themed energy drink ads are widely seen by youth and are often perceived — even by 12- to 14-year-olds — as aimed at them and as promoting energy drink use during sports. Exposure to such advertising is associated with greater energy drink use among youth.
ENERGY DRINKS ARE NOT SPORTS DRINKS
"Advertisements that target young people are contributing to the confusion rather than effectively distinguishing between sports and energy drinks.”
— The American Academy of Pediatrics
Despite the sports imagery in their ads, energy drinks are stimulant formulations — not hydration products for sports. Sports-themed energy-drink promotion can blur the line between sports drinks and energy drinks, creating the impression among youth that energy drinks are appropriate for athletic performance or hydration. Using energy drinks during sports or exercise puts additional stress on the heart and has been associated with rare, life-threatening heart problems.
WHAT CHILDREN, TEENS, AND FAMILIES SHOULD KNOW
“Energy drinks are not appropriate for children and adolescents and should never be consumed.”
— The American Academy of Pediatrics
- Energy drinks pose documented health risks for children and teens.
- For hydration, water is best for most activity; sports/electrolyte drinks without caffeine may be needed for vigorous exercise lasting more than an hour. Energy drinks should not be consumed before, during, or after sports or exercise regardless of health and fitness level.
- Pediatricians advise that children under age 12 avoid caffeine entirely, while adolescents (ages 12–18) limit intake to no more than 100 mg/day (about two 12 oz cans of cola). Energy drinks commonly contain 150–300 mg of caffeine per serving and should never be consumed by children and teens.
- Parents, coaches, athletic departments, and educators should distinguish energy drinks from sports/electrolyte drinks and discourage youth energy drink use.
- Seek emergency care for palpitations, chest pain, fainting, or seizures after consumption of energy drinks.
OUR CLEAR ASK
We are not asking to ban energy drinks for adults or restrict adult choices. We are asking college sports organizations to recognize that children and teens are part of their audience who they actively engage as sports fans. We respectfully ask the NCAA, athletic conferences, universities, broadcasters, and other relevant sports organizations to:
1. Review the health risks. Bring together independent experts in children’s health, heart health, sports medicine, and public health to review energy-drink marketing through college sports viewed by young fans.
2. Pause energy-drink promotions that are likely to reach young fans while that review takes place—especially branding on uniforms and playing surfaces and promotions through youth activities, broadcasts, and social media.
3. Adopt clear standards for energy-drink sponsorships and advertising that recognize that children and teens are part of their college-sports audience.
4. Teach young athletes and fans what to drink for hydration: water first; sports drinks without caffeine when needed—never energy drinks.
FOR THE HEALTH OF OUR CHILDREN AND TEENS, PLEASE SIGN AND SHARE.
Additional Resources:
- Learn More: The leading medical, sports, and nutrition organizations' statements on energy drinks and youth.
- Real-Life Stories: Energy Drink-related Medical Emergencies.
- College Students: Do energy drinks really help you perform your best?
“This movement is dedicated to the living legacy of Steven E. Lipshultz, MD, whose pioneering research remains the heartbeat of our mission.” This petition was developed by physicians and public-health advocates relying on peer-reviewed medical literature and recommendations from leading pediatric, cardiology, and sports-medicine organizations. It is intended to encourage responsible sponsorship policy and is not individual medical advice. It does not allege wrongdoing or improper conduct by Monster Energy, Celsius, or any other person, company, or organization. Rather, it addresses broader pediatric public-health concerns about youth-facing, sports-themed promotion within the energy-drink category.
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Petition created on July 20, 2026