Gatorade has launched a new campaign highlighting the importance of non-verbal communication (NVC) in football, focusing on the simple but powerful gesture of a nod. Partnering with Manchester City and UEFA Champions League, as well as EA SPORTS FC™ 25, the brand aims to emphasise how hydration, combined with the confidence and readiness signified by the “#TheNod,” can fuel mental and physical performance both in real and virtual football.
The campaign features Manchester City stars Rodri, İlkay Gündoğan, and Rúben Dias, who discuss how the nod—often overlooked as a mere gesture—plays a pivotal role in team dynamics and success on the pitch. According to the players, the nod signals confidence, readiness, and determination, acting as a silent but powerful tactical tool that can influence the outcome of a match.
The focus on NVC stems from Gatorade’s commitment to enhancing both physical and mental performance. The brand’s cooling equipment, squeeze bottles, and LED boards at UEFA Champions League matches and EA SPORTS FC™ 25 in-game experiences serve as reminders of how hydration is crucial in maintaining peak performance during critical moments.
David Young, Manchester City’s Sport Psychologist, explained that non-verbal cues are essential for effective communication on the field, helping players convey tactical intent and emotional states without alerting opponents. “Nodding, scanning, and other physical movements can influence team cohesion and performance,” Young said, underscoring the mental benefits of these gestures.
Gatorade’s research into Manchester City’s 2023/2024 UEFA Champions League campaign revealed key insights into the power of NVCs. Over 1,000 NVCs were recorded during the team’s eight matches, with gestures like scanning, pointing, and nodding contributing to tactical success. Notably, in matches where players used 100 or more NVCs, the team won 100% of the time, and the frequency of nodding increased by 33%.
Midfielders, particularly Rodri and Bernardo Silva, led the team in scanning the field, with Rodri also emerging as one of the top users of NVCs, averaging 45 cues per match. The research found a strong correlation between frequent use of these gestures and higher match scores, further demonstrating the strategic value of non-verbal communication.
Rodri, the recently awarded Ballon d’Or winner, expressed the significance of these gestures: “The non-verbal communication is very important. When you see a confident face, it helps. It’s very important,” he said.
Adam Warner, Vice President of Global Sports and Entertainment Partnerships at Gatorade, also highlighted the importance of combining hydration with these mental and physical cues. “Our iconic squeeze bottles will be visible on the sidelines and in EA SPORTS FC™ 25, showcasing the impact of hydration on players’ ability to perform,” he said. “Through this campaign, we hope to inspire both football and gaming communities to embrace the power of the nod.”
Gatorade’s new campaign, part of its multi-year partnership with UEFA and EA SPORTS FC™ 25, aims to encourage players, both real and virtual, to unlock their full potential by understanding the power of subtle, non-verbal communication, and the vital role hydration plays in achieving peak performance. For more information, visit www.pepsico.com
