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


Bloodmarketing: is Red the new Black?
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Back in summer 2012, the sponsorship industry witnessed a seminal CSR activation by Hemoba, a Brazilian blood bank and Brazilian football club Vitória, with their 'My Blood is Red & Black'...


Millennial Movie Fans: The Battle of the Five Armies
By Jonathan | Mar 27th, 2015 | Film, Sony, Film sponsorship, BFI London Film Festival, Cinema, EE, Box-Office, Avengers, IMAX Cinema, Secret Cinema, Pixar, Orange Wednesday's, The Dark Knight, X-Men, Trailer Park, 007, James Bond

It’s a time of war. Five forces, locked in bloody conflict, light against dark, in a fight to the death. Old adversaries clash in bitter skirmishes, as fresh rivals reveal new fronts to a...


Cashing in on Kit
By Carsten | Mar 25th, 2015 | Premier League, NFL, Real Madrid, Nike, NBA, MLB, Barclays, Adidas, FC Barcelona, MLS

Last week was a big week for kit deals in the major US sports leagues. On the very same day we heard that Nike had “quietly” extended its deal with the NFL until 2019, we discovered that...



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