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


Taking Inspiration from Chelsea…A focus on Event Design
By Adam Shapland | May 27th, 2016 | Chelsea Flower Show, Canterbury of New Zealand, Paul Smith, Poppy Installation, Event Design, Tower of London, The Queen

At this time of year the pillars of the quintessential British summer start to come to the fore, beginning with the RHS Chelsea Flower Show. Perhaps previously perceived as archaic and old...


The Music & Brand Revolution: 10 learnings from Synergy’s #TalkinRevolution Event at Spotify
By Arnon Woolfson | May 26th, 2016 | Premier League, Brand marketing, Music, Puma, brand partnerships, Mercedes Benz, Partnerships, Spotify, Millennials, Beats by Dre, brand campaign, Rizzle Kicks, Monster Energy, Professor Green, Warner Music, Music Week

A few weeks ago we welcomed brand friends old and new to Spotify HQ, London for a chilled late afternoon chat about the future of music and brand partnerships, featuring a panel of thinkers and...


Sponsorship Deals: Picking the Right Partner
By Chris Pinner | May 24th, 2016 | Nike, FC Barcelona, Sponsorship Measurement, Sponsorship Evaluation, Sports Sponsorship Measurement, FC Barcelona sponsorship

FC Barcelona and Nike look like they couldn’t be happier together, having signed a new deal reportedly worth £120m p.a. and therefore breaking adidas and Manchester United’s previous £75m p.a....



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