Medium Rare Content Agency’s new sponsorship and experiences division, in collaboration with international partners Phar Partnerships, has secured Liquid I.V. as the official hydration partner of Bondi Beach.
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.
Medium Rare's head of sponsorship and experiences, Chris Joy, said the brand's 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," he said.
“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 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," he said.
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