The deal is also the first time that News International has struck a cross-title partnership. The deal will promote Powerade's association with the Olympics across all news, features and supplements, as well as advertising, promotions and editorials.
As well as driving brand awareness, the deal also includes Powerade's first on-pack promotion. Running across all titles, Powerade and News International will offer readers the chance to win tickets to the Olympic Games. Coca-Cola's and News Group's media agency Vizeum UK initiated the deal.
Paul Hutchinson, connections director at Vizeum, said: "This is a great example of where close collaboration between brand, communications agency and media owner deliver a winning solution for the brand."
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