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	<title>Synergy Blog &#187; Ashes</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>Will the ECB&#8217;s gamble pay off?</title>
		<link>http://www.synergy-sponsorship.com/blog/20110111/will-the-ecbs-gamble-pay-off/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110111/will-the-ecbs-gamble-pay-off/#comments</comments>
		<pubDate>Tue, 11 Jan 2011 14:34:21 +0000</pubDate>
		<dc:creator>Karen Earl</dc:creator>
				<category><![CDATA[Ashes]]></category>
		<category><![CDATA[Cricket]]></category>
		<category><![CDATA[ECB]]></category>
		<category><![CDATA[Football]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Accenture]]></category>
		<category><![CDATA[Buxton's]]></category>
		<category><![CDATA[England]]></category>
		<category><![CDATA[FA]]></category>
		<category><![CDATA[FTI]]></category>
		<category><![CDATA[Jaguar]]></category>
		<category><![CDATA[KPMG]]></category>
		<category><![CDATA[Marston's]]></category>
		<category><![CDATA[Nationwide]]></category>
		<category><![CDATA[NatWest]]></category>
		<category><![CDATA[npower]]></category>
		<category><![CDATA[PwC]]></category>
		<category><![CDATA[Reliance]]></category>
		<category><![CDATA[Vauxhall]]></category>
		<category><![CDATA[World Cup]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=6198</guid>
		<description><![CDATA[Before England’s ill-fated 2010 World Cup campaign, the Football Association took a gamble.  It turned down Nationwide’s ‘money on the table offer’ to renew its sponsorship of the England team, gambling on the fact that the deal would be worth more following a successful outing in South Africa. Alas, we all know what happened – [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110111/will-the-ecbs-gamble-pay-off/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>Who should make the BBC Sports Personality of the Year Shortlist?</title>
		<link>http://www.synergy-sponsorship.com/blog/20101112/who-should-make-bbc-sports-personality-of-the-year-shortlist/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20101112/who-should-make-bbc-sports-personality-of-the-year-shortlist/#comments</comments>
		<pubDate>Fri, 12 Nov 2010 18:09:13 +0000</pubDate>
		<dc:creator>Stephanie Branston</dc:creator>
				<category><![CDATA[Ashes]]></category>
		<category><![CDATA[Athletics]]></category>
		<category><![CDATA[BBC]]></category>
		<category><![CDATA[Cricket]]></category>
		<category><![CDATA[Cycling]]></category>
		<category><![CDATA[ECB]]></category>
		<category><![CDATA[Football]]></category>
		<category><![CDATA[Formula 1]]></category>
		<category><![CDATA[Golf]]></category>
		<category><![CDATA[Lewis Hamilton]]></category>
		<category><![CDATA[Media]]></category>
		<category><![CDATA[NFL]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Ryder Cup]]></category>
		<category><![CDATA[Team GB]]></category>
		<category><![CDATA[Television]]></category>
		<category><![CDATA[Tiger Woods]]></category>
		<category><![CDATA[World Cup]]></category>
		<category><![CDATA[BBC Sports Personality of the Year]]></category>
		<category><![CDATA[F1]]></category>
		<category><![CDATA[Fifa World Cup]]></category>
		<category><![CDATA[World Cup 2010]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=5912</guid>
		<description><![CDATA[‘Tis the month for a good debate – you only have to click here to see the ongoing and lively discussions generated on our global poll to find the greatest sports marketing innovation of modern times. With just over a month until this year’s BBC Sports Personality Awards, it’s right about now that I, along with [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20101112/who-should-make-bbc-sports-personality-of-the-year-shortlist/feed/</wfw:commentRss>
		<slash:comments>11</slash:comments>
		</item>
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		<title>Virgin rides Ponting (bandwagon)</title>
		<link>http://www.synergy-sponsorship.com/blog/20090826/virgin-rides-ponting-bandwagon/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20090826/virgin-rides-ponting-bandwagon/#comments</comments>
		<pubDate>Wed, 26 Aug 2009 12:20:29 +0000</pubDate>
		<dc:creator>Simon Roche</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Ashes]]></category>
		<category><![CDATA[Cricket]]></category>
		<category><![CDATA[Default]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=2157</guid>
		<description><![CDATA[With the oustanding efforts of the England cricket team splashed across the media, Virgin Trains have boarded the bandwagon by given the Australians a fresh reminder of their loss with a touch of English humour. This is not the first time that Virgin Trains have run ads featuring sports stars.  At the start of this year the company ran a  [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20090826/virgin-rides-ponting-bandwagon/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The Betfair Challenges roll on</title>
		<link>http://www.synergy-sponsorship.com/blog/20090820/the-betfair-challenges-roll-on/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20090820/the-betfair-challenges-roll-on/#comments</comments>
		<pubDate>Thu, 20 Aug 2009 14:54:44 +0000</pubDate>
		<dc:creator>Simon Roche</dc:creator>
				<category><![CDATA[Ashes]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Betfair]]></category>
		<category><![CDATA[Fan v Fan]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=2058</guid>
		<description><![CDATA[Just when Tuffers and Dizzy thought they had got over the worst of the dangerous, nerve racking and quite possibly life-threatening Betfair Challenges, they arrived at a farm in Leeds ahead of the Headingley Test to bowl each other down a giant hill in zorbs, attempting to hit the super sized inflatable stumps at the bottom.  Sky [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20090820/the-betfair-challenges-roll-on/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Betfair virals voted top dog&#8230;or should I say horse</title>
		<link>http://www.synergy-sponsorship.com/blog/20090803/betfair-virals-voted-top-dogor-should-i-say-horse/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20090803/betfair-virals-voted-top-dogor-should-i-say-horse/#comments</comments>
		<pubDate>Mon, 03 Aug 2009 10:14:25 +0000</pubDate>
		<dc:creator>Caroline Ayling</dc:creator>
				<category><![CDATA[Ashes]]></category>
		<category><![CDATA[Cricket]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Television audiences]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=1917</guid>
		<description><![CDATA[This summer, we at Synergy are working with Betfair, the online betting exchange, to bring their ECB partnership to life through a fun and entertaining online campaign. Ashes fever is sweeping the nation as ultimate rivals England and Australia battle for the Ashes urn. We&#8217;ve signed up Ashes legends Phil &#8216;The Cat&#8217; Tufnell and Jason &#8216;Dizzy&#8217; Gillespie to go head-to-head in a series [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20090803/betfair-virals-voted-top-dogor-should-i-say-horse/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Bell&#8217;s Batting with Bell</title>
		<link>http://www.synergy-sponsorship.com/blog/20090731/bells-batting-with-bell/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20090731/bells-batting-with-bell/#comments</comments>
		<pubDate>Fri, 31 Jul 2009 11:54:15 +0000</pubDate>
		<dc:creator>Caroline Ayling</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Alcohol]]></category>
		<category><![CDATA[Ashes]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Cricket]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Bell's]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=1864</guid>
		<description><![CDATA[Bell&#8216;s whisky acted fast this week to leverage Ian Bell&#8217;s recall to the England cricket team. The Diageo-owned whisky brand announced its sponsorship of Ian Bell&#8217;s bat as he takes the stage in the third Ashes Test at his home ground in Edgbaston.   Timing is so often key in our industry and Bell&#8217;s quick thinking gets the thumbs up [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20090731/bells-batting-with-bell/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>KP leaves the home team in need of service and repair</title>
		<link>http://www.synergy-sponsorship.com/blog/20090723/kp-leaves-the-home-team-in-need-of-service-and-repair/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20090723/kp-leaves-the-home-team-in-need-of-service-and-repair/#comments</comments>
		<pubDate>Thu, 23 Jul 2009 15:31:50 +0000</pubDate>
		<dc:creator>Lucie Bartlett</dc:creator>
				<category><![CDATA[Ashes]]></category>
		<category><![CDATA[Cricket]]></category>
		<category><![CDATA[ECB]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Kevin Pietersen]]></category>
		<category><![CDATA[Lord's]]></category>
		<category><![CDATA[npower]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=1812</guid>
		<description><![CDATA[One highlight from the rather depressing cricket news today. With England cricket fans still reeling from the devastating announcement of KP&#8217;s withdrawal from the remainder of the npower Ashes series, the above image found its way into two of the national broadsheets today. PA photographer Nick Potts managed to capture and distill into one image [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20090723/kp-leaves-the-home-team-in-need-of-service-and-repair/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>BSkyB, npower and The Ashes</title>
		<link>http://www.synergy-sponsorship.com/blog/20090528/bskyb-npower-and-the-ashes/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20090528/bskyb-npower-and-the-ashes/#comments</comments>
		<pubDate>Thu, 28 May 2009 13:04:09 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Ashes]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Cricket]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[npower]]></category>
		<category><![CDATA[Sky]]></category>
		<category><![CDATA[The Ashes]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=919</guid>
		<description><![CDATA[BSkyB and npower, respectively broadcaster and sponsor of this summer&#8217;s much-anticipated Ashes Test cricket series, revealed their Ashes marketing strategies this week, which take radically different approaches. Sky&#8217;s &#8216;It Can Only Be An Ashes Summer&#8217; campaign, promoting Sky HD, wonderfully evokes the event&#8217;s rivalry and heritage, and features England icon Sir Ian Botham.  All good, and here&#8217;s the TV ad &#8211; created, [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20090528/bskyb-npower-and-the-ashes/feed/</wfw:commentRss>
		<slash:comments>2</slash:comments>
		</item>
		<item>
		<title>The eternal quest for the &#8216;make me famous&#8217; idea</title>
		<link>http://www.synergy-sponsorship.com/blog/20080724/the-eternal-quest-for-the-make-me-famous-idea/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20080724/the-eternal-quest-for-the-make-me-famous-idea/#comments</comments>
		<pubDate>Thu, 24 Jul 2008 18:01:49 +0000</pubDate>
		<dc:creator>Stephanie Branston</dc:creator>
				<category><![CDATA[Ashes]]></category>
		<category><![CDATA[Public relations]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[The Arts]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=135</guid>
		<description><![CDATA[In the ever evolving world that is sponsorship PR, there are two factors that increasingly hit our radar again and again: 1. A client&#8217;s request to come up with an idea that is unique, something never been done before, one that will grip news editors, secure acres of coverage, go down in history. Ideally the [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20080724/the-eternal-quest-for-the-make-me-famous-idea/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>Twenty20 cricket: in the NPD era, the marketing game is king</title>
		<link>http://www.synergy-sponsorship.com/blog/20080618/twenty20-cricket-in-the-npd-era-the-marketing-game-is-king/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20080618/twenty20-cricket-in-the-npd-era-the-marketing-game-is-king/#comments</comments>
		<pubDate>Wed, 18 Jun 2008 10:53:14 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Ashes]]></category>
		<category><![CDATA[Barclays Premier League]]></category>
		<category><![CDATA[Cricket]]></category>
		<category><![CDATA[ECB]]></category>
		<category><![CDATA[ICC World Twenty20]]></category>
		<category><![CDATA[Indian Premier League]]></category>
		<category><![CDATA[New Product Development]]></category>
		<category><![CDATA[Stanford Twenty20 for 20]]></category>
		<category><![CDATA[UEFA Champions League]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=71</guid>
		<description><![CDATA[It’s generally overlooked that new product development (NPD) has been a seismic force shifting the tectonic plates of the business of sport over the last twenty years. As ever, football blazed the trail. The Premier League and the Champions League may both seem like they’ve been around forever, but were created only in the early [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20080618/twenty20-cricket-in-the-npd-era-the-marketing-game-is-king/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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