Danish athletes promote State Energy drink amid concerns over youth consumption

Christian Eriksen and Caroline Wozniacki have recently featured in advertisements for the Danish energy drink State Energy, joined by tennis star Holger Rune, who is also promoting the drink. Other brands like Redbull and Monster Energy similarly engage Danish athletes for their marketing campaigns.

At a press conference in June, Wozniacki and Rune were seen with their bottles of State Energy, for which they serve as ambassadors alongside other prominent Danish sports figures. Majke Jørgensen, Team Danmark’s nutrition expert, notes that social media promotions of energy drinks are influencing young athletes, leading to an increased demand among younger competitors.

Despite the popularity of these drinks, Jørgensen does not endorse them for athletes under 16, stating there are few sports where energy drinks are beneficial. She suggests caffeine tablets as a more effective alternative, which are easier to dose for performance needs.

Jørgensen acknowledges the financial pressures many athletes face, leading them to partner with energy drink brands, although she advises caution. Some Danish athletes, such as table tennis player Anders Lind, express concern about setting a poor example for the youth, especially regarding their consumption of energy drinks.

State Drinks, the producer of State Energy, concurs with Jørgensen’s stance, noting their product is designed to differ from traditional energy drinks, aiming for a healthier option. However, concerns persist about the potential influence on young fans who look up to their favorite athletes.

In Denmark, there’s currently no age restriction on the sale of energy drinks, though labels must warn against consumption by children and pregnant women.