As a global Olympic sponsor, Powerade is the Official Sports Drink of London 2012, and will play a critical role on the field, hydrating all competing Games athletes. Powerade's challenge was to bring to life its position as one of the critical technical sponsors of both Team GB and ParalympicsGB at London 2012 through relevant and engaging individual assets.

In 2009, Synergy worked with Powerade to sign Jessica Ennis as its brand ambassador and natural link to Team GB and the Olympic Games. Since then, Synergy has continued to work with the brand to integrate Jessica into multiple IMC campaigns, including the launches of both Powerade ION4 and Powerade Zero, with her image used across TV, outdoor media and Powerade packaging.

Synergy also consulted Powerade on its signing of Paralympic World Champion and Marathon world record holder, Richard Whitehead. Richard has been instrumental in Powerade's communication campaigns linking to its key supplier status to both the Paralympic World Cup and ParalympicsGB at London 2012, again encompassing TV, outdoor and digital executions.

This successful template that has since been replicated by other Powerade markets, including France and Spain, who have signed deals with  Teddy Riner and Javier Gomez, Judo and Triathlon world champions respectively.

Related Links

Case Studies

Powerade and London 2012


What Nike and McIlroy can tell us about working for long-term brand success
By Oli R | Aug 13th, 2014 | Brand marketing, Tiger Woods, Nike, Adidas, Jack Nicklaus, David Beckham, Rory McIlroy, Clubs, US PGA, PGA, Valhalla

Engine’s Matt Williams gives writes about Nike’s long term gamble on Rory McIlroy and explains why it’s fast becoming a dying art. I couldn’t muster the energy to stay up on Sunday night...


Neymarketing: Trend It Like Beckham
By Synergy | Aug 12th, 2014 | Neymarketing, Neymar

Can Neymar follow in David Beckham's footsteps to commercial superstardom? SportBusiness International talks to Tim Crow about Neymarketing, the term he is widely credited with...


'SSE showed some striking moments both on an individual and a grand scale'
By Synergy | Aug 6th, 2014 | sse, Real Time Marketing, SSE Hydro, Commonwealth Games sponsorship

Synergy's real time social media work for SSE features in this blog by Twitter on the social media highlights of the Glasgow 2014 Commonwealth Games.



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