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	<title>Synergy Blog &#187; Ambush campaign</title>
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	<description>The Sponsor&#039;s Consultancy</description>
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		<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>
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		<title>Betfair Beach Volleyball Bum-vertising</title>
		<link>http://www.synergy-sponsorship.com/blog/20110901/betfair-beach-volleyball-bum-vertising/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110901/betfair-beach-volleyball-bum-vertising/#comments</comments>
		<pubDate>Thu, 01 Sep 2011 10:13:52 +0000</pubDate>
		<dc:creator>Caroline Ayling</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Ambush campaign]]></category>
		<category><![CDATA[Beach Volleyball]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[Mobile]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[PR]]></category>
		<category><![CDATA[Product placement]]></category>
		<category><![CDATA[Public relations]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Team GB]]></category>
		<category><![CDATA[Ambush marketing]]></category>
		<category><![CDATA[Betfair]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Medal Hopes]]></category>
		<category><![CDATA[QR code]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=8631</guid>
		<description><![CDATA[Here at Synergy towers we&#8217;re always looking for fun, quirky ideas that have genuine media traction while fitting with our clients&#8217; target audiences and business objectives. So with the London 2012 test events rolling into town the Betfair team put our thinking hats on and looked at how Betfair could get involved. We focused specifically on the beach [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110901/betfair-beach-volleyball-bum-vertising/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>
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		<slash:comments>0</slash:comments>
		</item>
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		<title>Ryan Air present the new home of cricket: Ireland</title>
		<link>http://www.synergy-sponsorship.com/blog/20110304/ryan-air-present-the-new-home-of-cricket-ireland/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110304/ryan-air-present-the-new-home-of-cricket-ireland/#comments</comments>
		<pubDate>Fri, 04 Mar 2011 11:16:30 +0000</pubDate>
		<dc:creator>Lucie Bartlett</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Ambush campaign]]></category>
		<category><![CDATA[Aviation]]></category>
		<category><![CDATA[Cricket]]></category>
		<category><![CDATA[Travel]]></category>
		<category><![CDATA[World Cup]]></category>
		<category><![CDATA[Ambush marketing]]></category>
		<category><![CDATA[Daily Telegraph]]></category>
		<category><![CDATA[Emirates]]></category>
		<category><![CDATA[ICC]]></category>
		<category><![CDATA[Ryan Air]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=6822</guid>
		<description><![CDATA[A highlight of our daily PR Team paper-reading this morning had to be the below from Ryan Air. Gaining a good half / three-quarter page space in both the Telegraph and the Independent, this most basic of tactical advertising had us all giggling. And most of us are pretty mad-keen cricket fans too. So having [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110304/ryan-air-present-the-new-home-of-cricket-ireland/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>Whiskas welcomes Larry to No.10</title>
		<link>http://www.synergy-sponsorship.com/blog/20110216/whiskas-welcomes-larry-to-no-10/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110216/whiskas-welcomes-larry-to-no-10/#comments</comments>
		<pubDate>Wed, 16 Feb 2011 11:08:53 +0000</pubDate>
		<dc:creator>Lucie Bartlett</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Ambush campaign]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Politics]]></category>
		<category><![CDATA[cats]]></category>
		<category><![CDATA[Downing Street]]></category>
		<category><![CDATA[Dunkin's Donuts]]></category>
		<category><![CDATA[IKEA]]></category>
		<category><![CDATA[Larry]]></category>
		<category><![CDATA[MARS]]></category>
		<category><![CDATA[No.10]]></category>
		<category><![CDATA[Veet]]></category>
		<category><![CDATA[Whiskas]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=6699</guid>
		<description><![CDATA[We love a bit of tactical advertising at Synergy. Our sports stars who we work with frequently find themselves the subject of timely brand communications that use the news agenda to gain cut-through in print. Which is why, for example, around Wimbledon or the British &#38; Irish Lions rugby tours you see sponsor brands (official [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110216/whiskas-welcomes-larry-to-no-10/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>What&#8217;s the Greatest Sports Marketing Innovation? New: Mihir Bose on why it&#8217;s the Olympic TOP sponsorship programme</title>
		<link>http://www.synergy-sponsorship.com/blog/20101202/whats-the-greatest-sports-marketing-innovation-new-mihir-bose-on-why-its-the-olympic-top-sponsorship-programme/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20101202/whats-the-greatest-sports-marketing-innovation-new-mihir-bose-on-why-its-the-olympic-top-sponsorship-programme/#comments</comments>
		<pubDate>Thu, 02 Dec 2010 18:10:59 +0000</pubDate>
		<dc:creator>Lucie Bartlett</dc:creator>
				<category><![CDATA[Ambush campaign]]></category>
		<category><![CDATA[BBC]]></category>
		<category><![CDATA[Cricket]]></category>
		<category><![CDATA[ECB]]></category>
		<category><![CDATA[India]]></category>
		<category><![CDATA[Indian Premier League]]></category>
		<category><![CDATA[London 2012 sponsorship consultants]]></category>
		<category><![CDATA[New Product Development]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Olympic sponsorship consultants]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sponsorship consultants]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Television]]></category>
		<category><![CDATA[What's the Greatest Sports Marketing Innovation?]]></category>
		<category><![CDATA[World Cup]]></category>
		<category><![CDATA[Bernie Ecclestone]]></category>
		<category><![CDATA[Horst Dassler]]></category>
		<category><![CDATA[IOC]]></category>
		<category><![CDATA[IPL]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[Michael Jordan]]></category>
		<category><![CDATA[Mihir Bose]]></category>
		<category><![CDATA[Nike]]></category>
		<category><![CDATA[Olympic TOP sponsorship programme]]></category>
		<category><![CDATA[Patrick Nally]]></category>
		<category><![CDATA[Twenty20 cricket]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=6079</guid>
		<description><![CDATA[Mihir Bose needs little introduction as an award-winning journalist, author and broadcaster. From 2006- 2009 he was the BBC&#8217;s first Sports Editor; prior to that he was Chief Sports News Correspondent for the Daily Telegraph. He has written 22 books, including an award winning history of Indian cricket and the first history of Bollywood, and presented numerous programmes [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20101202/whats-the-greatest-sports-marketing-innovation-new-mihir-bose-on-why-its-the-olympic-top-sponsorship-programme/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>What’s The Greatest Modern Sports Marketing Innovation? The Story So Far</title>
		<link>http://www.synergy-sponsorship.com/blog/20101124/what%e2%80%99s-the-greatest-modern-sports-marketing-innovation-the-story-so-far/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20101124/what%e2%80%99s-the-greatest-modern-sports-marketing-innovation-the-story-so-far/#comments</comments>
		<pubDate>Wed, 24 Nov 2010 18:31:50 +0000</pubDate>
		<dc:creator>Dominic Curran</dc:creator>
				<category><![CDATA[Ambush campaign]]></category>
		<category><![CDATA[Barclays Premier League]]></category>
		<category><![CDATA[Betfair]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[ECB]]></category>
		<category><![CDATA[Indian Premier League]]></category>
		<category><![CDATA[New Product Development]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[UEFA Champions League]]></category>
		<category><![CDATA[Viral Marketing]]></category>
		<category><![CDATA[What's the Greatest Sports Marketing Innovation?]]></category>
		<category><![CDATA[World Cup]]></category>
		<category><![CDATA[YouTube]]></category>
		<category><![CDATA[Greatest Sports Marketing Innovation]]></category>
		<category><![CDATA[Michael Payne]]></category>
		<category><![CDATA[Nike Ronaldinho viral]]></category>
		<category><![CDATA[Patrick Nally]]></category>
		<category><![CDATA[World Series Cricket]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=5971</guid>
		<description><![CDATA[Two weeks ago we decided to open up to the world a debate we’d started here at Synergy: what is the greatest sports marketing innovation of modern times? It’s a debate that seems to have captured your imagination as much as ours, creating a raft of comments by global industry figures from brands, rights-holders, the media and more. [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20101124/what%e2%80%99s-the-greatest-modern-sports-marketing-innovation-the-story-so-far/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Three Lions, Two Fingers, One Winner</title>
		<link>http://www.synergy-sponsorship.com/blog/20100611/three-lions-two-fingers-one-winner/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20100611/three-lions-two-fingers-one-winner/#comments</comments>
		<pubDate>Fri, 11 Jun 2010 12:48:05 +0000</pubDate>
		<dc:creator>Tom Gladstone</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Ambush campaign]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Communications]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Football]]></category>
		<category><![CDATA[Football Sponsorship]]></category>
		<category><![CDATA[Media]]></category>
		<category><![CDATA[Public relations]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sport]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=3982</guid>
		<description><![CDATA[As the “Golden Generation” of England footballers bid for the umpteenth (and probably last) time to realise their potential at a major international tournament, fans across the country will be reaching for their Three Lions replica shirts, keeping their fingers crossed, and praying that “Wazza” really can Write The Future. Back to the present. Before [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20100611/three-lions-two-fingers-one-winner/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>Bolt Arms rule the Worlds</title>
		<link>http://www.synergy-sponsorship.com/blog/20090821/bolt-arms-rule-the-worlds/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20090821/bolt-arms-rule-the-worlds/#comments</comments>
		<pubDate>Fri, 21 Aug 2009 18:40:36 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Ambush campaign]]></category>
		<category><![CDATA[Athletics]]></category>
		<category><![CDATA[Beijing 2008]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Viral Marketing]]></category>
		<category><![CDATA[Bolt arms]]></category>
		<category><![CDATA[Puma]]></category>
		<category><![CDATA[Usain Bolt]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=2116</guid>
		<description><![CDATA[The stand-out performer on the track at this week&#8217;s World Athletics Championships in Berlin has of course been the astonishing Usain Bolt. Off the track, his sponsors Puma have also demolished the opposition in the marketing contest (albeit that Puma had little to beat, given the complete lack of activation by the various event sponsors) with a funny, savvy, multi-platform campaign which is right up there with [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20090821/bolt-arms-rule-the-worlds/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>It&#8217;s sponsorship&#8230;but not as we know it</title>
		<link>http://www.synergy-sponsorship.com/blog/20090612/its-sponsorshipbut-not-as-we-know-it/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20090612/its-sponsorshipbut-not-as-we-know-it/#comments</comments>
		<pubDate>Fri, 12 Jun 2009 14:02:50 +0000</pubDate>
		<dc:creator>Jonathan Izzard</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Ambush campaign]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Employee engagement]]></category>
		<category><![CDATA[Media]]></category>
		<category><![CDATA[New Product Development]]></category>
		<category><![CDATA[Sales promotion]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Viral Marketing]]></category>
		<category><![CDATA[Ambush marketing]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=1482</guid>
		<description><![CDATA[Ever thought about naming a star? How about owning a nice plot of land on the dark side of the Moon? Fancy sponsoring a three-toed sloth in Costa Rica? As PT Barnum famously never said, “There’s a sucker born every minute” – applying Newton’s Third Law (he’ll now be spinning in his Westminster Abbey sarcophagus) [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20090612/its-sponsorshipbut-not-as-we-know-it/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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