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


Was Rugby League's World Club Series a missed sponsorship opportunity?
By James Thompson | Feb 27th, 2015 | Guinness, IG, Rugby League, World Club Series, World Club Challenge, First Utility, AFEX, Marriott Hotels, South Sydney Rabbitohs, St Helens, Super League, NRL

The weekend of 20th – 22nd February 2015 marked the beginning of the inaugural Rugby League World Club Series that saw the expansion of the previous World Club Challenge, where the reigning Super...


More money, more problems?
By Rob Guppy | Feb 27th, 2015 | Premier League, Sky, Sky Sports, Shirt sponsorship, Football Sponsorship, fans, The FA, protest marketing, FA Cup

Earlier this month, the rights to broadcast the Premier League in the UK from 2016 to 2019 were sold for a combined £5.13 billion. At over £2 billion more than the equivalent package from 2013 to...


The arrival of Rugby’s Greatest Championship
By Jack Ibbetson | Feb 27th, 2015 | Rugby, RBS 6 Nations

The 2015 RBS 6 Nations kicked off in style at the end of January with the annual media launch event held at the prestigious Hurlingham Club in South West London. Over 200 media from around the...



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