Medium Rare Content Agency’s new sponsorship and experiences division, in collaboration with international partners Phar Partnerships, has announced that Liquid I.V. is now the official hydration partner of Bondi Beach.
Through a new collaboration between Medium Rare and Waverley Council in Sydney, Liquid I.V., the top powdered hydration brand in the U.S., has secured exclusive presence at one of Australia’s most iconic and globally recognized beaches.
Chris Joy, Head of Medium Rare Sponsorship and Experiences, stated: “Our goal is to introduce innovation and creativity to sectors traditionally untapped by sponsorships. This partnership represents a historic first for Bondi Beach, with Waverley Council establishing 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 renowned locations, we’re setting a new benchmark for partnerships that benefit both clients and the local community.”
The 12-month sponsorship includes integrated water fountains, product sampling, a specially commissioned mural, and support for live music through the Liquid I.V. Sunday Summer Sounds program.
Harrison Power, Liquid I.V. Australia Marketing Manager, commented: “At Liquid I.V., our mission is to enhance the vitality of people and the planet. Since launching in Australia last year, we’ve been dedicated to forming deeper connections with local communities—whether through sampling at music festivals or partnering with local running clubs.
“Our approach to this partnership is centered on engaging with the Bondi community and its visitors. We aim to bring this collaboration to life in a way that resonates with and delights the community.”
Tanya Goldberg, Waverley Council Executive Manager, added: “This groundbreaking collaboration between Bondi Beach and Liquid I.V. enhances our vibrant home by supporting arts, culture, and local talent. We are excited to maximize the opportunities this partnership presents for our dynamic community.”
