The deal for sponsorship of Sky Sports News programme 'Football Latest', which is broadcast daily from 7pm-10pm, comprises 15-second and five-second spots created by Wieden & Kennedy Amsterdam.
As well as Rooney, the spots feature triathlete Jodie Swallow, rugby union player Steve Hanley, judo's Craig Fallon and triple jumper Philips Idowu.
Each "bumper" shows unique, punishing and quirky aspects of the athletes' training regimes. Idowu runs pulling cars and tyres tied to his waist, while Fallon gives his friends piggybacks running up hills. The sponsorship uses the strapline is "Be your personal best".
The campaign commences on March 1.
Powerade is the official sports drink of Euro 2004 and the 2004 Athens Olympic Games. The deal marks the first sponsorship campaign by a sports brand on the show.
Julia Goldin, marketing director of Coca-Cola Great Britain, said: "The new sponsorship campaign forms a bigger part of a bigger plan supporting Powerade -- it underpins our association with the major international sporting events in 2004 and establishes Powerade as a credible and authentic sports product that has an integral place in sports training."
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