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


Athletes Making Their Marque
By Jonathan | Apr 14th, 2014 | Brand marketing, Real Madrid, Nike, Adidas, Andy Murray, Michael Jordan, Lionel Messi, New York Knicks, Athlete endorsement, intellectual property

Jordan, James, Woods, Wade, Beckham, Brady, Bryant, Bolt. Marbury, Messi, Manny Pac, Shaq, Rafa, Roger, Rose and Ronaldo. You know the names, and, chances are, if you’re a fan of any of these...


New era for European club rugby sponsorship?
By Synergy | Apr 14th, 2014 | Heineken Cup, European Rugby Champions Cup, Rugby sponsorship, Brian Moore's Full Contact

Tim Crow talks to Brian Moore about the sponsorship implications of the new European club rugby tournaments on Brian's talkSPORT rugby show, Full Contact. To hear the discussion click here and...


Celebrity Endorsements That Pack A Crunch
By James Masters | Apr 9th, 2014 | Sponsorship, Synergy, Sponsorship consultants, Tiger Woods, PR, lance Armstrong, Gary Lineker ; celebrity ; endorsements ; ambassador, Walkers, Advertising Week, Ad Week, Land Rover ; Renault ; Blackberry ; SodaStream

It’s near the end of a recent episode of Have I Got News For You. Host Jennifer Saunders has revealed that the mystery headline the contestants were trying to guess was in fact, ‘Smokey bacon...



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