Astronauts just flew to Earth orbit space atop a rocket emblazoned with an energy-drink ad.
The Soyuz MS-29 launch to the International Space Station on Tuesday (July 14), from the Russian-run Baikonur Cosmodrome in Kazakhstan, used a Soyuz rocket festooned with ads for Лимонад (“Lemonade”) LIT ENERGY. The ads are visible in shots of the rocket’s rollout on July 11, published here and here via NASA’s Flickr account.
The Soyuz used for the launch also featured drawings from children with cancer — as well as the phrase “Life has no end” — to advertise the Unity Charitable Foundation, according to a Russian-language state media report machine-translated into English. The campaign is part of a series in support of the foundation that began in November 2025, the media report added.
To be sure, the Russian space agency Roscosmos (like other space agencies) often adorns its rockets with colorful artwork and logos that may not necessarily result in payment. In June 2018, for example, a Soyuz launched with a FIFA World Cup logo that may have been a publicity campaign to advertise the soccer competition, which was occurring that month in Russia.
While there have been some experiments by other space agencies regarding advertising — anyone remember the space cola wars? — here are a few notable examples from Russia and its predecessor state, the Soviet Union.
- A 1990 cosmonaut launch, partly for the Tokyo Broadcasting Service, carried a Japanese journalist from TBS — as well as advertisements on the side of the Soviet Soyuz rocket. Sony, Unicharm and Pocari Sweat patches were also reportedly flown on the mission.
- After the breakup of the Soviet Union, the Mir space station featured advertisements for companies like RadioShack, Pepsi and Israel’s Tnuva Milk.
- A Pizza Hut ad flew on a Russian Proton rocket in 2000 for roughly $1.25 million (nearly $3 million in today’s dollars). The restaurant chain then followed up in 2001 with a special space pizza delivery — but using salami, as it is more shelf-stable than pepperoni.
So Russia’s practice of launching ads into space is not new. However, Ars Technica has suggested that contractions in the Russian economy led to very recent changes in the country’s laws for space advertising that could lead to more examples like this.
Russia’s unsanctioned invasion of Ukraine in February 2022 caused many international partnerships in space (and other projects) to fall apart, which Ars believes may have led to Russian President Vladimir Putin’s authorization for recurring space ads. The new legislation was cited on Roscosmos’ Telegram account in October 2025, the Ars report added.
“According to the amendments, Roscosmos has been granted the right, effective January 1, 2026, to place advertising on space objects owned by both the state corporation itself and federally,” said the Roscosmos statement, according to Ars. “The amendments will create a mechanism for attracting private investment in Russian space exploration, and reduce the burden on the state budget.”
Roscosmos and NASA continue to work together on the ISS despite sanctions imposed after the invasion of Ukraine, which is ongoing. And Tuesday’s launch marked a milestone in that cooperation, as NASA Administrator Jared Isaacman became the first with his title to attend a Soyuz launch in eight years.
SpaceNews noted that Isaacman and Roscosmos Director General Dmitry Bakanov had the first reported face-to-face meeting between the agency heads since the last in-person NASA chief visit, for an October 2018 launch. After the meeting between Isaacman and Bakanov, Russia announced a two-year extension of its ISS commitment, to 2030, as well as an agreement in principle to continue offering NASA astronauts seats on the Soyuz in exchange for seats on commercial U.S. vehicles, among other developments.