Case Study
Bondi Beach x Liquid I.V.
Delivering partners for the most iconic beach in the world
Waverley Council is a local government area in the eastern suburbs of Sydney, and is home to the most famous beach in the world - Bondi Beach. With a remit to develop ancillary revenue for the council, Waverley hired PHAR to analyse the commercial opportunity and develop ways to maximise the commercial potential of this world-famous asset.
Client
Waverley Council
Service
PHAR's Solution
We created the first ever long-term partnership program for Bondi Beach. We developed a sponsorship framework, including building packages of assets, rights and benefits that would be attractive to brands. We then created a strategy to take these packages to market in order to allow brands to become an official partner of Bondi Beach.
The Result
In January 2025 we announced Liquid I.V. as the first of ever Official Partner of Bondi Beach - designated as Bondi’s Official Rehydration Partner - which included a host of assets such as creation of the "Liquid I.V. Sundays" series of events, sampling and brand presence at the beach, the introduction of the “Summer Sounds” music experience as well as IP, category exclusive and the ongoing right to activate. This is the first step to delivering a roster of brand partners of Bondi for Waverley Council.
