Medium Rare has launched a sponsorship and experiences division, locking in Liquid I.V. as Bondi Beach’s official hydration partner.
In a first-of-its-kind deal with Waverley Council, the No.1 powdered hydration brand in the U.S. secures exclusive branding at Australia’s most iconic shoreline – a global hotspot for sun, surf, and now, electrolytes.
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.”
Head of Medium Rare Sponsorship and Experiences, Chris Joy.
The 12-month deal brings branded water fountains, product sampling, and a custom mural to Bondi, plus a boost for live music with the Liquid I.V. Sunday Summer Sounds series. Hydration meets beach culture – seamlessly.
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.”