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


Is the UK ready for a full-time NFL franchise?
By Tim | Sep 2nd, 2014

Ahead of the three regular-season NFL games being played in London this autumn, Synergy's Carsten Thode talks to the Sports Business Daily Global Journal about whether the NFL can move from staging...


#Synergy30: Sky Sports' Barney Francis on the future of sports broadcasting
By Synergy | Aug 28th, 2014 | Sky Sports, Team Sky, #Synergy30, Barney Francis, Gary Neville, SkyPad, Sky Ride, Sky Go, Now TV

In the latest of our specially-commissioned pieces to mark Synergy’s 30th year in business, Sky Sports' Managing Director Barney Francis, looks at the future of sports broadcasting. La...


GoGlasgow with SSE & Synergy
By Robin O | Aug 27th, 2014 | Glasgow 2014, Experiential marketing, PR, Commonwealth Games, Digital, sse, Synergy Live, Real Time Marketing, #GoGlasgow, SSE GoGlasgow, Commonwealth Games sponsorship

The Glasgow 2014 Commonwealth Games will live long in the memory, especially for us here at Synergy. As lead agency for Tier One Partner SSE, we helped conceptualise and deliver a standout...



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