PHAR's commercial joint venture with Medium Rare Content Agency’s new Sponsorship and Experiences division, today announced it has secured Liquid I.V. as the official hydration partner of Bondi Beach.
In a groundbreaking collaboration with Waverley Council in Sydney, the number one powdered hydration brand in the U.S., Liquid I.V., now has an exclusive presence at one of Australia’s most iconic beaches and globally recognised destinations.
The 12-month sponsorship includes integrated water fountains, product sampling, a specially commissioned mural as well as supporting live music through the Liquid I.V. Sunday Summer Sounds program.
Head of PHAR Australia, Simon Hawk, said:
"It's been great to work with Waverley Council to develop this exciting new brand proposition, enabling the council to develop relationships with world class brands. This delivers ancillary revenue to help council projects, but also enhances visitor experiences at Bondi Beach through activations like the new summer band each Sunday.
"We look forward to continuing to work with the Waverley Council team to bring to life these media firsts, providing new solutions in market for the benefit of all."
Head of Medium Rare Sponsorship and Experiences, Chris Joy, said:
"Our purpose is to bring innovation and creativity to sectors traditionally untapped by sponsorships. This partnership marks a historic first for Bondi Beach with Waverley Council creating unique intellectual property to support this and future collaborations.
"By creating a platform for brands to authentically align with one of the world’s most iconic locations, we’re setting a new standard for partnerships that deliver value to both clients and the local community.”
Liquid I.V. Australia Marketing Manager, Harrison Power, said:
“At Liquid I.V. our mission is to elevate the vitality of people and the planet. Since launching Liquid I.V. in Australia last year, the brand has focused on forming deeper connections with local communities, be it sampling at music festivals or partnering with local running clubs.
“Our approach to this partnership is focused on connecting with the Bondi community and its many visitors. We want to delight the community as we bring the assets of this partnership to life.”
Waverley Council Executive Manager, Tanya Goldberg, said:
“This first-of-its-kind collaboration between Bondi Beach and Liquid I.V. enriches our dynamic home by supporting arts, culture and local talent. We look forward to maximising the opportunities it provides for our vibrant community.”
