Vita Coco Becomes Official Hydration Partner of Rush Soccer in New Partnership
Rhea-AI Summary
Vita Coco (NASDAQ:COCO) announced a national partnership with Rush Soccer to become Rush’s Official Hydration Partner, giving Vita Coco access to Rush’s network of more than 55,000 players in the U.S. and programs in over 50 countries.
The collaboration includes national product integration at Rush tournaments, hydration stations at key events, custom content on healthy performance habits, and grassroots activations. The program debuts at nationwide Rush events beginning in 2026.
Vita Coco highlights product performance with 3.5× electrolytes versus the leading sports drink (1149mg vs ~292mg per 500ml).
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News Market Reaction 1 Alert
On the day this news was published, COCO gained 1.06%, reflecting a mild positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
Peers show mixed moves: CELH +5.28%, FIZZ +2.08%, STKL +1.65%, while PRMB -3.31% and COKE -1.67%, indicating today’s COCO action is more stock-specific than sector-driven.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Nov 20 | Marketing activation | Positive | -2.3% | Launch of NYC-only Coco Card rewards and Blue Carpet event. |
| Nov 17 | Tariff update | Positive | +3.6% | Company statement on tariff relief lowering average tariff rate. |
| Oct 29 | Earnings beat | Positive | +7.2% | Strong Q3 results and raised FY2025 net sales and EBITDA guidance. |
| Oct 15 | Earnings date notice | Neutral | +2.3% | Announcement of Q3 2025 results release date and investor call. |
| Sep 30 | ESG initiative | Positive | -0.8% | Seedlings for Sustainability event tied to 10M seedlings by 2030 goal. |
Financial and tariff-related updates (earnings, tariff relief) saw positive price reactions, while brand/marketing initiatives have sometimes coincided with small declines.
Over the last few months, COCO has reported strong Q3 2025 results with raised full‑year guidance and reacted positively, and later disclosed tariff relief that also drew a favorable move. Brand initiatives like the Seedlings for Sustainability campaign and the Coco Card NYC promotion produced modest or negative next‑day moves. Today’s youth soccer partnership fits with this pattern of strategic brand- and wellness-focused marketing layered on top of a fundamentally strong growth backdrop.
Market Pulse Summary
This announcement highlights a national youth-sports partnership that broadens COCO’s exposure to over 55,000 players across more than 50 countries through Rush Soccer. It reinforces the brand’s focus on cleaner hydration and sports performance, leveraging higher electrolyte content than a leading sports drink. In context of recent strong earnings and tariff relief, investors may watch how this collaboration deepens distribution, brand loyalty, and on‑the‑ground activations starting in 2026.
Jargon Translator
AI-generated analysis. Not financial advice.
Vita Coco Introduces The Better Fitness Fuel™ to Power the Next Generation of Young Athletes Nationwide
NEW YORK, Dec. 09, 2025 (GLOBE NEWSWIRE) -- Vita Coco (NASDAQ:COCO), America’s leading coconut water brand, today announced a new partnership with Rush Soccer, the world’s largest youth soccer organization. Through this collaboration, Vita Coco becomes the Official Hydration Partner of Rush Soccer, supporting players, coaches, and families with cleaner, and naturally hydrating options at a time when youth sports are shifting away from beverages that contain many artificial ingredients.
Rush Soccer’s network spans more than 55,000 players across the United States and over 50 countries worldwide. The partnership gives Vita Coco direct access to one of the most engaged youth soccer communities on the planet, helping fuel the next generation of athletes with products that help them stay hydrated and promote everyday wellness.
The partnership will include national product integration across Rush tournaments, hydration stations at key events, custom content highlighting healthy performance habits, and grassroots activations that elevate the experience of Rush families. Vita Coco and Rush Soccer will collaborate to make this one of the most visible hydration partnerships in youth sports.
“Rush Soccer shares our commitment to helping the next generation play, grow, and stay healthy. We believe young athletes deserve a beverage option that keeps up with their performance needs without the artificial dyes and colors,” said Jane Prior, Chief Marketing Officer of The Vita Coco Company. “This partnership lets us bring that effort to life with one of the most passionate youth sports communities in the country.”
Justin Miller, CEO of Rush Soccer, said the partnership emphasizes Rush’s commitment to putting athlete health first.
“Hydrating players makes a real difference in performance and recovery,” Miller said. “Our families want healthier options, and Vita Coco delivers. We’re excited to bring a partner into Rush Nation that understands what young athletes need to train, compete, and grow.”
With 3.5 times the electrolytes versus the leading sports drink*, Vita Coco’s expansion into sports performance reflects the company’s mission of providing healthy and nutritious products that are better for consumers and the world by providing players with a better fitness fuel, without added artificial dyes and coloring.
The partnership debuts at nationwide Rush events beginning in 2026, with extended programming and visibility rolling out throughout the year.
*Vita Coco Original Coconut Water has 1149mg of electrolytes per 500ml; the leading sports drink has ~292mg of electrolytes per 500ml
About The Vita Coco Company
The Vita Coco Company is a family of brands on a mission to reimagine what’s possible when brands deliver healthy, nutritious, and great-tasting products that are better for consumers and better for the world. This includes its flagship coconut water brand Vita Coco and protein-infused water PWR LIFT. The Company was co-founded in 2004 by Michael Kirban and Ira Liran and is a public benefit corporation and Certified B Corporation. Vita Coco, the principal brand within the Company’s portfolio, is the leading coconut water brand in the U.S. With electrolytes, nutrients, and vitamins, coconut water has become a top beverage choice among consumers after a workout, in smoothies, as a cocktail mixer, after a night out, and more. For more information, visit www.vitacoco.com.
About Rush Soccer
Rush Soccer is the largest youth soccer organization in the world, with more than 60,000 players in 50 countries. Comprised of over 175 clubs worldwide, Rush Soccer is recognized for its commitment to player development, community leadership, and opportunities that span from the grassroots level to the highest level of the sport. Learn more at www.rushsoccer.com.
Press Contact
vitacoco@autumncommunications.com
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/40312806-ff98-494b-8ae8-52a1bb8a989a
FAQ
What does Vita Coco's partnership with Rush Soccer mean for COCO shareholders?
When does the Vita Coco and Rush Soccer partnership begin for COCO?
How large is Rush Soccer's network in the Vita Coco (COCO) deal?
What activation elements are included in the Vita Coco and Rush Soccer partnership?
What product performance claim did Vita Coco highlight in the COCO announcement?
Will Vita Coco products be available at Rush Soccer events under the COCO partnership?
