Synergy has worked with Powerade on all its rugby partnerships since the brand entered the sport in 2003. Synergy's role includes consulting on, negotiating, managing and activating Powerade's multiple rugby assets which have included the IRB Rugby World Cup (2003 and 2007), the British and Irish Lions (2005 tour to New Zealand), the Rugby Football Union (RFU), Welsh Rugby Union WRU), Scottish Rugby Union (SRU) and Barbarians RFC.

In 2009 Powerade extended its triple award-winning Olympic InnerGear campaign into the Rugby arena, specifically focusing on the period around the 2009 RBS 6 Nations. The campaign centred on current partnerships with the RFU and WRU, and bolstered these assets with the addition of three brand ambassadors – current international rugby players Steve Borthwick, Paul Sackey and Shane Williams. As well as commissioning these athletes, Synergy Consulting acted as the strategic counsel for the campaign, working in a central role to support several other agencies and provide specialist guidance on all aspects of the platform relating to the use of assets and associated IP.

By once again placing the sponsorship asset at the centre of a fully-integrated campaign, involving ATL, BTL, digital and PR, the activity had a direct impact on volume sales with Powerade becoming the leading brand in the sector for the first time in its history