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	<title>Synergy Blog &#187; Brand marketing</title>
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		<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>The Rugby World Cup 2011 Post Mortem</title>
		<link>http://www.synergy-sponsorship.com/blog/20111206/the-rugby-world-cup-2011-post-mortem/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20111206/the-rugby-world-cup-2011-post-mortem/#comments</comments>
		<pubDate>Tue, 06 Dec 2011 10:20:21 +0000</pubDate>
		<dc:creator>Tom Gladstone</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Rugby]]></category>
		<category><![CDATA[Rugby World Cup]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[World Cup]]></category>
		<category><![CDATA[All Blacks]]></category>
		<category><![CDATA[Rugby World Cup 2011]]></category>
		<category><![CDATA[Social media engagement]]></category>
		<category><![CDATA[Sponsorship consultants]]></category>
		<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20111110/</guid>
		<description><![CDATA[Over a month on from the Rugby World Cup Final and the post mortems are just about complete. Global TV audiences of 4 billion have been reported, social media round-ups published, teams of the tournament have been selected by all and sundry, and the New Zealand Herald has discovered some other sports to write about. [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20111206/the-rugby-world-cup-2011-post-mortem/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The Jameson Apartment</title>
		<link>http://www.synergy-sponsorship.com/blog/20111206/the-jameson-apartment/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20111206/the-jameson-apartment/#comments</comments>
		<pubDate>Tue, 06 Dec 2011 10:08:49 +0000</pubDate>
		<dc:creator>Francesca Gamble</dc:creator>
				<category><![CDATA[Alcohol]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Event management consultants]]></category>
		<category><![CDATA[Film]]></category>
		<category><![CDATA[PR]]></category>
		<category><![CDATA[Public relations]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[BFI London Film Festival]]></category>
		<category><![CDATA[Film sponsorship]]></category>
		<category><![CDATA[jameson]]></category>
		<category><![CDATA[Jameson Irish Whiskey]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20111118/</guid>
		<description><![CDATA[To celebrate the 55th BFI London Film Festival and Jameson&#8217;s third year as &#8216;Official Spirit&#8217;, the brand introduced The Jameson Apartment, a pop-up cinematic speakeasy in the heart of London’s Soho. Synergy’s role was to maximise PR communication around the Jameson Apartment through different media, including print and social media channels. The ultimate aim of [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20111206/the-jameson-apartment/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Synergy Loves&#8230; When Athletes Have To Compete For Their Sponsorship</title>
		<link>http://www.synergy-sponsorship.com/blog/20111013/synergy-loves-when-athletes-have-to-compete-for-their-sponsorship/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20111013/synergy-loves-when-athletes-have-to-compete-for-their-sponsorship/#comments</comments>
		<pubDate>Thu, 13 Oct 2011 11:05:51 +0000</pubDate>
		<dc:creator>Liz Brown</dc:creator>
				<category><![CDATA[Blogging]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Celebrity]]></category>
		<category><![CDATA[Communications]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Facebook]]></category>
		<category><![CDATA[Media]]></category>
		<category><![CDATA[Mobile]]></category>
		<category><![CDATA[Online communities]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Synergy Loves]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[Tennis]]></category>
		<category><![CDATA[Viral Marketing]]></category>
		<category><![CDATA[YouTube]]></category>
		<category><![CDATA[Experiential marketing]]></category>
		<category><![CDATA[Fashion]]></category>
		<category><![CDATA[hotshots]]></category>
		<category><![CDATA[Marketing to women]]></category>
		<category><![CDATA[Sabine Lisicki]]></category>
		<category><![CDATA[Sony]]></category>
		<category><![CDATA[Sony Ericsson]]></category>
		<category><![CDATA[xperia]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20110926/</guid>
		<description><![CDATA[Think of any brand associated with an athlete, and in most cases the brand will have approached the athlete as a result of the athlete’s brand/consumer fit and will be paying them a hefty sponsorship fee in return for a number of rights. In “What We Love” this month though, we explore a brand who [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20111013/synergy-loves-when-athletes-have-to-compete-for-their-sponsorship/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Memories are made of this</title>
		<link>http://www.synergy-sponsorship.com/blog/20111004/memories-are-made-of-this/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20111004/memories-are-made-of-this/#comments</comments>
		<pubDate>Tue, 04 Oct 2011 15:07:01 +0000</pubDate>
		<dc:creator>Jonathan Izzard</dc:creator>
				<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Celebrity]]></category>
		<category><![CDATA[Charity]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Film]]></category>
		<category><![CDATA[New Product Development]]></category>
		<category><![CDATA[Viral Marketing]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[CSR]]></category>
		<category><![CDATA[ebay]]></category>
		<category><![CDATA[memorabilia]]></category>
		<category><![CDATA[Nike]]></category>
		<category><![CDATA[YouTube]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20110927/</guid>
		<description><![CDATA[Memorabilia. The ultimate demonstration of fully committed fandom, right? Now I’m not talking about the typical million-odd replica shirts sold each year by Manchester United; I don’t even mean the larger share of these that sell featuring a certain Wayne Rooney’s name and number on the back; no, I’m talking about the real up-close-and-personal stuff: [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20111004/memories-are-made-of-this/feed/</wfw:commentRss>
		<slash:comments>4</slash:comments>
		</item>
		<item>
		<title>The New Rules of the 4th Era of Sponsorship</title>
		<link>http://www.synergy-sponsorship.com/blog/20110901/the-new-rules-of-the-4th-era-of-sponsorship/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110901/the-new-rules-of-the-4th-era-of-sponsorship/#comments</comments>
		<pubDate>Thu, 01 Sep 2011 10:23:56 +0000</pubDate>
		<dc:creator>Carsten Thode</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Communications]]></category>
		<category><![CDATA[community]]></category>
		<category><![CDATA[Consultancy]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Design]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Event management consultants]]></category>
		<category><![CDATA[Event management service]]></category>
		<category><![CDATA[Experiential marketing]]></category>
		<category><![CDATA[Food & Drink]]></category>
		<category><![CDATA[Football Sponsorship]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Olympic sponsorship consultants]]></category>
		<category><![CDATA[Sales promotion]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sponsorship consultancy]]></category>
		<category><![CDATA[Sponsorship consultants]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synergy Loves]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[Twitter]]></category>
		<category><![CDATA[Viral Marketing]]></category>
		<category><![CDATA[abcde]]></category>
		<category><![CDATA[social era]]></category>
		<category><![CDATA[Synergy framework]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20110825/</guid>
		<description><![CDATA[Sponsorship is dead, long live sponsorship &#160; Those of you who are regular readers of Synopsis may have spotted a pattern. The lead articles are not Synergy’s random musings but rather the building blocks of a bigger story about the new rules of sponsorship. But before we get to the rules, a little bit of [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110901/the-new-rules-of-the-4th-era-of-sponsorship/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Synergy loves&#8230; The first joint shirt sponsorship in the English league</title>
		<link>http://www.synergy-sponsorship.com/blog/20110901/synergy-loves-the-first-joint-shirt-sponsorship-in-the-english-league/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110901/synergy-loves-the-first-joint-shirt-sponsorship-in-the-english-league/#comments</comments>
		<pubDate>Thu, 01 Sep 2011 10:18:07 +0000</pubDate>
		<dc:creator>Jennifer Mitton</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Communications]]></category>
		<category><![CDATA[community]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[FA Cup]]></category>
		<category><![CDATA[Football Sponsorship]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synergy Loves]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[sheffied wednesday]]></category>
		<category><![CDATA[sheffield united]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20110826/</guid>
		<description><![CDATA[What happened? At the end of the 2010/11 season Sheffield United were relegated to the third tier of English football, joining their local rivals Sheffield Wednesday in League One.  Both clubs found themselves without shirt sponsors, with local companies airing concerns over sponsoring just one team for fear of being accused of favouring one over [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110901/synergy-loves-the-first-joint-shirt-sponsorship-in-the-english-league/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<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>Rise and Rise of Summer Festivals</title>
		<link>http://www.synergy-sponsorship.com/blog/20110822/rise-and-rise-of-summer-festivals/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110822/rise-and-rise-of-summer-festivals/#comments</comments>
		<pubDate>Mon, 22 Aug 2011 13:24:42 +0000</pubDate>
		<dc:creator>Emily Waring</dc:creator>
				<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Experiential marketing]]></category>
		<category><![CDATA[Food & Drink]]></category>
		<category><![CDATA[Music]]></category>
		<category><![CDATA[PR]]></category>
		<category><![CDATA[Public relations]]></category>
		<category><![CDATA[Synergy Loves]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=8657</guid>
		<description><![CDATA[It’s summertime and Festival Fever is in the air. Over the last decade the festival scene has evolved. From grungy music festivals to a broad spectrum of events to suit young and old, ‘musos’ to ‘foodies’, there is something for everyone. Entertainment options range from large scale music festivals to small boutique-style events. In cash-strapped [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110822/rise-and-rise-of-summer-festivals/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Set4Sport Roadshow</title>
		<link>http://www.synergy-sponsorship.com/blog/20110817/set4sport-roadshow/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110817/set4sport-roadshow/#comments</comments>
		<pubDate>Wed, 17 Aug 2011 08:38:34 +0000</pubDate>
		<dc:creator>Samantha Pillage</dc:creator>
				<category><![CDATA[Andy Murray]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Celebrity]]></category>
		<category><![CDATA[community]]></category>
		<category><![CDATA[Event management service]]></category>
		<category><![CDATA[Experiential marketing]]></category>
		<category><![CDATA[grass roots sport]]></category>
		<category><![CDATA[Judy Murray]]></category>
		<category><![CDATA[Sponsorship]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=8633</guid>
		<description><![CDATA[The inaugural Set4Sport Roadshow, supported by RBS took place on the 10th August in South Shields, South Tyneside. The brainchild of Judy Murray, Set4Sport was launched in June, with the help of Jamie and Andy Murray, and showcases games that Judy played with both of her sons when she was looking to improve their coordination [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110817/set4sport-roadshow/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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