Sydney’s iconic Bondi Beach finds a new sponsor in Liquid I.V

Sydney’s Waverley Council has struck a deal with beverage brand Liquid I.V, naming it the official hydration partner of Bondi Beach.

The 12-month sponsorship, secured by Medium Rare’s new sponsorship and experiences division, will see Liquid I.V activate a raft of initiatives, including branded water fountains, a specially commissioned mural and support for a free live music summer program running through March.

The sponsorship comes almost one year after the Unilever-owned brand announced its expansion to Australia, saying the market was a natural fit for Liquid I.V.

Harrison Power, appointed marketing lead on Liquid I.V in mid-2024, said since the launch, the brand has focused on forming deep connections with local communities, from sampling at music festivals to partnering with running clubs.

“Our approach to this partnership is centred on connecting with the Bondi community and its many visitors. We want to create meaningful experiences as we bring the assets of this partnership to life,” Power said.

Chris Joy, head of Medium Rare Sponsorship and Experiences, described the deal as a historic first for Bondi Beach.

“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.”

Waverley Council said it remains open to sponsorships that enhance existing activities, projects, or programs.

Tanya Goldberg, Waverley Council’s executive manager, said the partnership supports and enriches art, culture, and local talent.

“We look forward to maximising the opportunities it provides for our vibrant community.”