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


Maxwell, Manchester, Glasgow: My Commonwealth Games Memories
By Tim | Jul 23rd, 2014 | Glasgow 2014, Guardian Media Group, sse, Mirror Group, Edinburgh 1986, Manchester 2002, SSE GoGlasgow, SSE Next Generation

I'm really looking forward to Glasgow 2014. Over the years I've been fortunate to spend a lot of time working for clients in Glasgow. It's a special, special place, and I very quickly grew to love...


Sponsors to benefit from 'undervalued' Commonwealth Games
By Synergy | Jul 21st, 2014 | Glasgow 2014, sse, #GoEngland, #GoScotland, #GoWales, #GoNI, #Go, #GoGlasgow

Marketing Week takes a look at Commonwealth Games sponsorship, and features Synergy's Glasgow 2014 #Go campaign for SSE. Click here for the article.


SSE gives fans chance to show support for Commonwealth Games
By Synergy | Jul 18th, 2014 | Glasgow 2014, #GoEngland, #GoScotland, #GoWales, #GoNI

Event magazine features Synergy's Glasgow 2014 Commonwealth Games #Go campaign for SSE. Click here for the article.  



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