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	<title>Synergy Blog &#187; Tim Crow</title>
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	<link>http://www.synergy-sponsorship.com/blog</link>
	<description>The Sponsor&#039;s Consultancy</description>
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		<title>Why the Olympics are a lot like Christmas</title>
		<link>http://www.synergy-sponsorship.com/blog/20111222/why-the-olympics-are-a-lot-like-christmas/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20111222/why-the-olympics-are-a-lot-like-christmas/#comments</comments>
		<pubDate>Thu, 22 Dec 2011 17:29:52 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Default]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[London 2012 sponsorship]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Winter Olympics]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20111222/</guid>
		<description><![CDATA[As I write this we are only three days away from Christmas Day and, in our industry anyway, many thoughts beyond that are inevitably turning to the New Year and London 2012. So it seemed entirely appropriate, for my last post of the year, to write about my belief that the Olympic Games – Summer and [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20111222/why-the-olympics-are-a-lot-like-christmas/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>New Government grassroots sport strategy is good news for sponsors &#8211; and a wake-up call for governing bodies</title>
		<link>http://www.synergy-sponsorship.com/blog/20111207/new-government-grassroots-sport-strategy-is-good-news-for-sponsors-and-a-wake-up-call-for-governing-bodies/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20111207/new-government-grassroots-sport-strategy-is-good-news-for-sponsors-and-a-wake-up-call-for-governing-bodies/#comments</comments>
		<pubDate>Wed, 07 Dec 2011 14:01:12 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[grass roots sport]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Politics]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Grassroots sport sponsorship]]></category>
		<category><![CDATA[Jeremy Hunt]]></category>
		<category><![CDATA[London 2012 legacy]]></category>
		<category><![CDATA[Sport England]]></category>
		<category><![CDATA[UK Sport]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20111207/</guid>
		<description><![CDATA[Last Friday, The Times published an article by Olympics Correspondent Ashling O’Connor with major implications for how London 2012 will come to be viewed and, going forward, for the value to brands of grassroots sports sponsorship and marketing in the UK. Headlined ’2012 legacy plan for a fitter Britain is quietly scrapped’ and substantiated by an exclusive interview with Olympics Secretary Jeremy Hunt, [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20111207/new-government-grassroots-sport-strategy-is-good-news-for-sponsors-and-a-wake-up-call-for-governing-bodies/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Why There Are Now Six Golden Rules Of Naming Rights Sponsorship For Brands</title>
		<link>http://www.synergy-sponsorship.com/blog/20111109/why-there-are-now-six-golden-rules-of-naming-rights-sponsorship-for-brands/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20111109/why-there-are-now-six-golden-rules-of-naming-rights-sponsorship-for-brands/#comments</comments>
		<pubDate>Wed, 09 Nov 2011 12:34:30 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Default]]></category>
		<category><![CDATA[Naming Rights]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Golden Rules of Naming Rights Sponsorship For Brands]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20111109/</guid>
		<description><![CDATA[When Chelsea announced they were looking for a naming rights sponsor for Stamford Bridge earlier this week, I tweeted that I would advise brands to avoid naming rights sponsorships of an existing stadium like Stamford Bridge, because they don’t work with the media [who won’t use the sponsor’s name] or the fans [who don’t like [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20111109/why-there-are-now-six-golden-rules-of-naming-rights-sponsorship-for-brands/feed/</wfw:commentRss>
		<slash:comments>9</slash:comments>
		</item>
		<item>
		<title>Synergy Loves&#8230; the M&amp;S &#8216;On Your Marks&#8217; Westfield Stratford campaign</title>
		<link>http://www.synergy-sponsorship.com/blog/20111013/synergy-loves-the-ms-on-your-marks-westfield-stratford-campaign/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20111013/synergy-loves-the-ms-on-your-marks-westfield-stratford-campaign/#comments</comments>
		<pubDate>Thu, 13 Oct 2011 11:07:00 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Ambush campaign]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Olympic sponsorship consultants]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Ambush marketing]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[Sponsorship]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20110926/</guid>
		<description><![CDATA[What Happened? On Tuesday September 13, Westfield Stratford City opened its doors to the public. Against the background of a day-long blaze of publicity, Mayor of London Boris Johnson cut the opening ribbon whilst invoking Chaucer, followed by pop diva Nicole Scherzinger strutting her stuff before a (slightly bemused) VIP audience. But by far the most important [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20111013/synergy-loves-the-ms-on-your-marks-westfield-stratford-campaign/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Twitter Proves The Rugby World Cup Is A Small World</title>
		<link>http://www.synergy-sponsorship.com/blog/20111005/twitter-proves-the-rugby-world-cup-is-a-small-world/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20111005/twitter-proves-the-rugby-world-cup-is-a-small-world/#comments</comments>
		<pubDate>Wed, 05 Oct 2011 14:49:06 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Default]]></category>
		<category><![CDATA[Rugby]]></category>
		<category><![CDATA[Rugby World Cup]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Twitter]]></category>
		<category><![CDATA[World Cup]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Rugby World Cup 2011]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20111005/</guid>
		<description><![CDATA[Three cheers, then, to the IRB for publishing a weekly round-up of Rugby World Cup-related social media activity by fans. As I tweeted yesterday, all rights holders should be doing this – a point echoed by numerous sponsors, who contacted me to say they’d now be making the same point to the rights holders with which [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20111005/twitter-proves-the-rugby-world-cup-is-a-small-world/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>20 Years of the Premier League Infographic</title>
		<link>http://www.synergy-sponsorship.com/blog/20110810/20-years-of-the-premier-league-infographic/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110810/20-years-of-the-premier-league-infographic/#comments</comments>
		<pubDate>Wed, 10 Aug 2011 16:41:54 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Barclays Premier League]]></category>
		<category><![CDATA[Football]]></category>
		<category><![CDATA[Football Sponsorship]]></category>
		<category><![CDATA[Manchester United]]></category>
		<category><![CDATA[New Product Development]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Infographic]]></category>
		<category><![CDATA[Premier League]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=8602</guid>
		<description><![CDATA[It’s 20 years since the Premier League was launched and to mark the occasion, we’ve put together an infographic suitably laced with factoids illustrating the League’s journey from domestic breakaway to global superpower. Having worked on sponsorships in and around the League since its inception, it’s been an extraordinary journey both to have witnessed and [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110810/20-years-of-the-premier-league-infographic/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>From the Synergy archive: It’s Big, But Is It Clever? Arsenal, Emirates &amp; Stadium Naming Rights</title>
		<link>http://www.synergy-sponsorship.com/blog/20110708/from-the-synergy-archive-it%e2%80%99s-big-but-is-it-clever-arsenal-emirates-stadium-naming-rights/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110708/from-the-synergy-archive-it%e2%80%99s-big-but-is-it-clever-arsenal-emirates-stadium-naming-rights/#comments</comments>
		<pubDate>Fri, 08 Jul 2011 09:47:46 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Football Sponsorship]]></category>
		<category><![CDATA[Naming Rights]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Arsenal]]></category>
		<category><![CDATA[Emirates]]></category>
		<category><![CDATA[Etihad]]></category>
		<category><![CDATA[Manchester City]]></category>
		<category><![CDATA[Stadium naming rights]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=8246</guid>
		<description><![CDATA[(This article first appeared in the Synergy newsletter in October 2004. On the day that Manchester City announces the biggest UK football stadium naming rights deal since Arsenal/Emirates - also with a Middle Eastern airline - we thought it was an appropriate time to dust it off.)      Fifteen-year, £90 million sponsorship deals being more than a little rare, it was [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110708/from-the-synergy-archive-it%e2%80%99s-big-but-is-it-clever-arsenal-emirates-stadium-naming-rights/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>When Johann Cruyff tore a stripe off adidas</title>
		<link>http://www.synergy-sponsorship.com/blog/20110517/when-johann-cruyff-tore-a-stripe-off-adidas/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110517/when-johann-cruyff-tore-a-stripe-off-adidas/#comments</comments>
		<pubDate>Tue, 17 May 2011 15:34:00 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Ambush campaign]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Football]]></category>
		<category><![CDATA[Football Sponsorship]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[What's the Greatest Sports Marketing Innovation?]]></category>
		<category><![CDATA[World Cup]]></category>
		<category><![CDATA[1974 World Cup]]></category>
		<category><![CDATA[Adidas]]></category>
		<category><![CDATA[Ambush marketing]]></category>
		<category><![CDATA[Fifa World Cup]]></category>
		<category><![CDATA[Holland]]></category>
		<category><![CDATA[Johann Cruyff]]></category>
		<category><![CDATA[Puma]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=7624</guid>
		<description><![CDATA[Recently I&#8217;ve spent a lot of time recalling the history of sports marketing and sponsorship. To start 2011, we ran our poll on the greatest sports marketing innovation of modern times. A few weeks ago the Sport Industry Group asked Dom Curran and I to contribute our memories of the last ten years of sport to help celebrate the tenth anniversary of the Sport Industry Awards, which took place last [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110517/when-johann-cruyff-tore-a-stripe-off-adidas/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Review: Heineken Star Player UEFA Champions League App</title>
		<link>http://www.synergy-sponsorship.com/blog/20110504/review-heineken-star-player-uefa-champions-league-app/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110504/review-heineken-star-player-uefa-champions-league-app/#comments</comments>
		<pubDate>Wed, 04 May 2011 16:14:07 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Facebook]]></category>
		<category><![CDATA[Football Sponsorship]]></category>
		<category><![CDATA[New Product Development]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[UEFA Champions League]]></category>
		<category><![CDATA[Barcelona]]></category>
		<category><![CDATA[Heineken]]></category>
		<category><![CDATA[Heineken Star Player]]></category>
		<category><![CDATA[Lionel Messi]]></category>
		<category><![CDATA[Real Madrid]]></category>
		<category><![CDATA[Social Gaming]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=7562</guid>
		<description><![CDATA[Heineken Star PlayerI’ve often wondered why it is that, in contrast to other major events, the sponsors of the UEFA Champions League (UCL) have mostly struggled to create great campaigns (litmus test: how many can you actually remember?). The exception to this has generally been Heineken, which has consistently created entertaining and memorable UCL work. Last [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110504/review-heineken-star-player-uefa-champions-league-app/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The Masters has apparently abandoned social media: right or wrong decision?</title>
		<link>http://www.synergy-sponsorship.com/blog/20110405/the-masters-has-apparently-abandoned-social-media-right-or-wrong-decision/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110405/the-masters-has-apparently-abandoned-social-media-right-or-wrong-decision/#comments</comments>
		<pubDate>Tue, 05 Apr 2011 14:16:29 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Default]]></category>
		<category><![CDATA[Facebook]]></category>
		<category><![CDATA[Golf]]></category>
		<category><![CDATA[Media]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Twitter]]></category>
		<category><![CDATA[Augusta National Golf Club]]></category>
		<category><![CDATA[Social Media Strategy]]></category>
		<category><![CDATA[The Masters]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=7252</guid>
		<description><![CDATA[The social media revolution has transformed the sports marketing toolkit and landscape. A sign of how powerful this change has been is that almost all of sport’s major rights holders have very quickly embraced social media, including some surprising names. Take Augusta National Golf Club, the owner and organiser of The Masters. Given their world-famous [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110405/the-masters-has-apparently-abandoned-social-media-right-or-wrong-decision/feed/</wfw:commentRss>
		<slash:comments>2</slash:comments>
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