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


The Lomu Effect: How one man changed rugby union
By Steve Spencer | Nov 26th, 2015 | All Blacks, rugby union, Jonah Lomu

On Wednesday 18th November, as we awoke to the news that All Blacks great Jonah Lomu had passed away, the first tribute I saw posted on Facebook was from my mum. She is not the slightest bit...


Full Stream Ahead: How Yahoo's Partnership With The NFL Is An Opportunity For Sponsors
By James Thompson | Nov 23rd, 2015 | NFL, Wembley, Yahoo, Jacksonville Jaguars, Buffalo Bills, CBS Sports, Fox Sports. Regent Street

While Jacksonville Jaguars’ 34-31 victory over the Buffalo Bills at Wembley Stadium in late October belied fans' modest expectations of a drab affair from two of the NFL's smaller teams, the...


Sport United: How Fans Come Together When It Matters
By James Masters | Nov 18th, 2015 | Rugby, Football, Wembley, Cricket, Paris, England, Rugby World Cup, All Blacks, Rugby League, lomu, rugby union, phillip hughes, France, Danny Jones, JustGiving, Pienaar, Nelson Mandela, Rugby World Cup 1995, #putoutyourbats, Keighly Cougars, Bradford Bulls, North Wales Crusaders

View image |   Last night was no ordinary football match between England and France. Wembley Stadium, her arch lit in the Tricolour, echoed with the stirring soun...



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