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


Synergy nominated for Sport Industry Agency Of The Year
By Synergy | Feb 10th, 2016 | Coca-Cola, F1 sponsorship, F1 sponsorship consultants, Sport Industry Awards, Sport Industry Awards Agency of the Year, ParkLives, Martini F1 sponsorship, Missing Type, Show Your Stripes

Having being named Agency of the Year at the prestigious Sport Industry Awards in 2015, Synergy has once again been shortlisted for Agency of the Year in 2016, as well as picking up nominations for...


'This isn't about a new logo: it's about a new Premier League brand'
By Synergy | Feb 10th, 2016 | Premier League sponsorship, Premier League logo, Premier League brand, Premier League sponsorship consultants

Following the release of the Premier League's new visual identity, Carsten Thode shares his view on the potential to evolve and re-imagine the Premier League brand. Read the City AM article here.


Standard Life Investments and The Lions: the big cat is out of the bag!
By Charlotte Smith | Jan 25th, 2016 | Rugby, Synergy, Shane Williams, British and Irish Lions, Standard Life Investments, Rugby sponsorship consultants, New Zealand, Gregor Townsend, Keith Wood, Martin Johnson, #LionsNZ2017

The big cat is out of the bag: on January 11 Synergy helped Standard Life Investments announce their agreement to become the Principal Partner of the 2017 British & Irish Lions tour to New...



How To Find Us

Engine Group Office
60 Great Portland Street
Tel: +44 (0) 203 128 6800

460 Park Avenue South
New York
NY 10016
Tel: +1 (212) 463 6264

 Find us on Google maps