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	<title>Synergy Blog &#187; Beijing 2008</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>Is the UK ready to embrace the Olympics?</title>
		<link>http://www.synergy-sponsorship.com/blog/20110127/is-the-uk-ready-to-embrace-the-olympics/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110127/is-the-uk-ready-to-embrace-the-olympics/#comments</comments>
		<pubDate>Thu, 27 Jan 2011 15:15:39 +0000</pubDate>
		<dc:creator>Melissa Oberman</dc:creator>
				<category><![CDATA[Beijing 2008]]></category>
		<category><![CDATA[BOA]]></category>
		<category><![CDATA[Commonwealth Games]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[Olympic Torch Relay]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Winter Olympics]]></category>
		<category><![CDATA[IOC]]></category>
		<category><![CDATA[LOCOG]]></category>
		<category><![CDATA[Vancouver 2012]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=6338</guid>
		<description><![CDATA[With approximately 500 days remaining before the Opening Ceremony of the London 2012 Olympic Games, this is a question many are asking.  Since the Olympics were awarded to London, the London Organising Committee (LOCOG) has been moving full tilt, drawing on everything ‘London’, from the one-of-a-kind buildings to leveraging the city’s international flavour. However, with [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110127/is-the-uk-ready-to-embrace-the-olympics/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Should the London 2012 Opening Ceremony feature Ian Dury&#8217;s &#8216;The Bus Driver&#8217;s Prayer&#8217;?</title>
		<link>http://www.synergy-sponsorship.com/blog/20100311/should-the-london-2012-opening-ceremony-feature-ian-durys-the-bus-drivers-prayer/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20100311/should-the-london-2012-opening-ceremony-feature-ian-durys-the-bus-drivers-prayer/#comments</comments>
		<pubDate>Thu, 11 Mar 2010 13:07:07 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Beijing 2008]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[Music]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Ian Dury]]></category>
		<category><![CDATA[London 2012 Opening Ceremony]]></category>
		<category><![CDATA[The Bus Driver's Prayer]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=3366</guid>
		<description><![CDATA[In the run-up to London 2012, UK consumers are going to hear more and more about Olympic pins, and the trading thereof. This cranked up another notch this week with the launch by LOCOG of &#8216;Landmark London&#8217; pin badges, featuring iconic locations in each London borough, such as the Lambeth London 2012 pin featuring the London Eye below. They go on [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20100311/should-the-london-2012-opening-ceremony-feature-ian-durys-the-bus-drivers-prayer/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>Powerade InnerGear campaign shortlisted for the MCCA BEST Awards (again)</title>
		<link>http://www.synergy-sponsorship.com/blog/20100120/powerade-innergear-campaign-shortlisted-again/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20100120/powerade-innergear-campaign-shortlisted-again/#comments</comments>
		<pubDate>Wed, 20 Jan 2010 12:32:36 +0000</pubDate>
		<dc:creator>Jonathan Izzard</dc:creator>
				<category><![CDATA[Beijing 2008]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Rugby]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Team GB]]></category>
		<category><![CDATA[InnerGear]]></category>
		<category><![CDATA[MCCA BEST Awards]]></category>
		<category><![CDATA[Powerade]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=3046</guid>
		<description><![CDATA[Having won the MCCA &#8216;Best Campaign Featuring Sponsorship&#8217; last year for its Team GB campaign around the Beijing Olympics, it&#8217;s great to be able to say that the Powerade 2009 InnerGear campaign has again been shortlisted in this year&#8217;s MCCA BEST Awards. Building on the insights and imagery of the Team GB campaign, Powerade brought the same InnerGear core creative idea to two of [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20100120/powerade-innergear-campaign-shortlisted-again/feed/</wfw:commentRss>
		<slash:comments>0</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>The Masters: brands still missing out on search</title>
		<link>http://www.synergy-sponsorship.com/blog/20090410/the-masters-brands-still-missing-out-on-search/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20090410/the-masters-brands-still-missing-out-on-search/#comments</comments>
		<pubDate>Fri, 10 Apr 2009 13:27:52 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Beijing 2008]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Golf]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Golf sponsorship]]></category>
		<category><![CDATA[Search]]></category>
		<category><![CDATA[SEO]]></category>
		<category><![CDATA[The Masters]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=484</guid>
		<description><![CDATA[Since Ciaran spotted that Olympic sponsors weren&#8217;t using search effectively around Beijing 2008, we&#8217;ve been keeping an eye on the digital space around major events to see if sponsors were beginning to exploit the opportunity. They aren&#8217;t.       The latest example is The Masters. A unique tournament for many sporting reasons, but in marketing terms two features are key: the unbranded aesthetic of the tournament (other [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20090410/the-masters-brands-still-missing-out-on-search/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>MCCA Best Awards success two years running</title>
		<link>http://www.synergy-sponsorship.com/blog/20090306/mcca-best-awards-success-two-years-running/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20090306/mcca-best-awards-success-two-years-running/#comments</comments>
		<pubDate>Fri, 06 Mar 2009 10:53:19 +0000</pubDate>
		<dc:creator>Sara Wilson</dc:creator>
				<category><![CDATA[Beijing 2008]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Guinness Premiership]]></category>
		<category><![CDATA[London 2012 sponsorship consultants]]></category>
		<category><![CDATA[Olympic sponsorship consultants]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Rugby]]></category>
		<category><![CDATA[Sponsorship consultancy]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Team GB]]></category>
		<category><![CDATA[InnerGear]]></category>
		<category><![CDATA[MCCA]]></category>
		<category><![CDATA[Powerade]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=439</guid>
		<description><![CDATA[The team behind Powerade&#8217;s InnerGear campaign is celebrating today after picking up the &#8217;Best Communication Campaign featuring Sponsorship&#8217; at the highly regarded MCCA Best Awards last night. Entered by Synergy, Coca-Cola GB&#8217;s sponsorship consultancy, the campaign&#8217;s striking photography, of Team GB athletes doing their individual sports naked, caught the judges eyes.  The win is the second in a row [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20090306/mcca-best-awards-success-two-years-running/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Sochi 2014 bucks the recession</title>
		<link>http://www.synergy-sponsorship.com/blog/20090202/sochi-2014-bucks-the-recession/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20090202/sochi-2014-bucks-the-recession/#comments</comments>
		<pubDate>Mon, 02 Feb 2009 14:32:45 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Beijing 2008]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Sochi 2014]]></category>
		<category><![CDATA[Winter Olympics]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=403</guid>
		<description><![CDATA[With the UK snowbound, it seems entirely appropriate to (b)log that the Sochi 2014 Winter Olympics announced its first domestic sponsorship yesterday, a recession-busting $460m (£316m) deal in the telecommunications category with state-controlled long-distance telephone company Rostelecom and Russia&#8217;s number three mobile carrier, MegaFon. In a departure from usual Olympic practice, the Sochi organising committee [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20090202/sochi-2014-bucks-the-recession/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Powerade and Synergy shortlisted for MCCA Best Awards 2009</title>
		<link>http://www.synergy-sponsorship.com/blog/20090119/powerade-and-synergy-shortlisted-for-mcca-best-awards-2009/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20090119/powerade-and-synergy-shortlisted-for-mcca-best-awards-2009/#comments</comments>
		<pubDate>Mon, 19 Jan 2009 11:44:00 +0000</pubDate>
		<dc:creator>Sara Wilson</dc:creator>
				<category><![CDATA[Beijing 2008]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Cycling]]></category>
		<category><![CDATA[London 2012 sponsorship consultants]]></category>
		<category><![CDATA[Olympic sponsorship consultants]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Team GB]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=387</guid>
		<description><![CDATA[Synergy has been shortlisted in the &#8216;Best Campaign featuring Sponsorship&#8217; category at the MCCA Best Awards 2009, for Powerade&#8217;s sponsorship of Team GB and the Beijing 2008 Olympic Games. The sponsorship, managed by Synergy on behalf of Powerade, was the focus of a fully-integrated campaign which was based around the concept of InnerGear - the brand&#8217;s core creative [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20090119/powerade-and-synergy-shortlisted-for-mcca-best-awards-2009/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>If only we could clone Dave Brailsford</title>
		<link>http://www.synergy-sponsorship.com/blog/20081107/if-only-we-could-clone-dave-brailsford/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20081107/if-only-we-could-clone-dave-brailsford/#comments</comments>
		<pubDate>Fri, 07 Nov 2008 17:52:57 +0000</pubDate>
		<dc:creator>Karen Earl</dc:creator>
				<category><![CDATA[Beijing 2008]]></category>
		<category><![CDATA[Cycling]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Team GB]]></category>
		<category><![CDATA[British Cycling]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=342</guid>
		<description><![CDATA[Listening to the unassuming Dave Brailsford, the man in charge of British Cycling, at this week’s FT Sport Industry Summit, was electrifying. No wonder the cyclists won so many medals in Beijing. He told his story quietly but with such underlying passion and determination that the effect was mesmerising. It underlined the vital role played by [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20081107/if-only-we-could-clone-dave-brailsford/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>DCMS Medal Hopes (3): athletes doing it for themselves</title>
		<link>http://www.synergy-sponsorship.com/blog/20081029/dcms-medal-hopes-3-athletes-doing-it-for-themselves/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20081029/dcms-medal-hopes-3-athletes-doing-it-for-themselves/#comments</comments>
		<pubDate>Wed, 29 Oct 2008 18:50:01 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Beijing 2008]]></category>
		<category><![CDATA[DCMS]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[grass roots sport]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[London 2012 sponsorship]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Team GB]]></category>
		<category><![CDATA[Medal Hopes]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=331</guid>
		<description><![CDATA[With the £79m shortfall now apparently down to £59m, and (not coincidentally) Medal Hopes still merely a soundbite, it was nonetheless surprising to see Beijing golden girl Rebecca Adlington, interviewed in The Times the other day, declaring that her success had not led to any endorsements.  &#8220;Nobody has called to help with any funding&#8230;nobody has [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20081029/dcms-medal-hopes-3-athletes-doing-it-for-themselves/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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