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


i-D: How Grand Prix Got Its Glamour Back
By Synergy | Sep 22nd, 2015 | Formula 1, MARTINI, Williams Martini Racing, Monza, Bar Refaeli, Cate Underwood, F1 sponsorship, Susie Wolff, Italian Grand Prix, Martini Terrazza, Felipe Massa

Whether you're a Milan fashionista or a Monza petrolhead, you'll love this i_D piece featuring our work for Martini at the Italian Grand Prix earlier this month.


If your brand was a button, what would happen if someone pressed it?
By Josh Robinson | Sep 18th, 2015

The word ‘purpose’ is popping up more and more in marketing these days. It comes up in two different ways, which are sort of the same. Both ways have huge merit, if its better marke...


The Six Biggest Marketing Talking-Points Of The 2015 Rugby World Cup
By Tim | Sep 17th, 2015 | Rugby, Rugby World Cup 2015, USA Rugby, Soldier Field

1. Home Runs Matter. Whichever team lifts the Rugby World Cup trophy at Twickenham as night falls on October 31, the 2015 tournament is already guaranteed to be a commercial success. But,...



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