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	<title>Synergy Blog &#187; Event management service</title>
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	<description>The Sponsor&#039;s Consultancy</description>
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		<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>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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		<item>
		<title>A right Royal weekend</title>
		<link>http://www.synergy-sponsorship.com/blog/20110617/a-right-royal-weekend/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110617/a-right-royal-weekend/#comments</comments>
		<pubDate>Fri, 17 Jun 2011 16:09:39 +0000</pubDate>
		<dc:creator>Samantha Pillage</dc:creator>
				<category><![CDATA[Alcohol]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Event management consultants]]></category>
		<category><![CDATA[Event management service]]></category>
		<category><![CDATA[Experiential marketing]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Chivas Brothers]]></category>
		<category><![CDATA[Claridge's]]></category>
		<category><![CDATA[Coworth Park]]></category>
		<category><![CDATA[Duchess of Cambridge]]></category>
		<category><![CDATA[Ellie Goudling]]></category>
		<category><![CDATA[Garrard]]></category>
		<category><![CDATA[Karolina Kurkova]]></category>
		<category><![CDATA[Kate Middleton]]></category>
		<category><![CDATA[Koffmann's]]></category>
		<category><![CDATA[Neve Campbell]]></category>
		<category><![CDATA[One Mayfair]]></category>
		<category><![CDATA[polo]]></category>
		<category><![CDATA[Prince Harry]]></category>
		<category><![CDATA[Royal Salute]]></category>
		<category><![CDATA[Sentebale Polo Cup]]></category>
		<category><![CDATA[The Ritz]]></category>
		<category><![CDATA[whisky]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=8164</guid>
		<description><![CDATA[Having worked on a number of different Chivas Brothers projects in the last year, it was exciting to receive a brief from a brand that was new to us, Royal Salute. Last weekend we managed the guest programme for the launch of Royal Salute, ‘Tribute to Honour’ in London. Royal Salute treated guests to a weekend [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<title>Synergy gets Set4Sport with the Murray family</title>
		<link>http://www.synergy-sponsorship.com/blog/20110616/synergy-gets-set4sport-with-the-murray-family/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110616/synergy-gets-set4sport-with-the-murray-family/#comments</comments>
		<pubDate>Thu, 16 Jun 2011 12:56:45 +0000</pubDate>
		<dc:creator>Lucie Bartlett</dc:creator>
				<category><![CDATA[Andy Murray]]></category>
		<category><![CDATA[Celebrity]]></category>
		<category><![CDATA[Communications]]></category>
		<category><![CDATA[Event management service]]></category>
		<category><![CDATA[Experiential marketing]]></category>
		<category><![CDATA[grass roots sport]]></category>
		<category><![CDATA[Public relations]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Tennis]]></category>
		<category><![CDATA[Jamie Murray]]></category>
		<category><![CDATA[Judy Murray]]></category>
		<category><![CDATA[RBS]]></category>
		<category><![CDATA[Set4Sport]]></category>
		<category><![CDATA[Wimbledon]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=8048</guid>
		<description><![CDATA[Team Synergy has been rather busy this week &#8211; and for the last few weeks actually &#8211; helping Judy Murray get a brand new family activity programme off the ground ahead of Wimbledon. Set4Sport, supported by Andy and Jamie Murray&#8217;s long-term sponsor, RBS, is a programme inspired by Judy&#8217;s years of experience as a tennis [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110616/synergy-gets-set4sport-with-the-murray-family/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>All aboard the RBS 6 Nations Express!</title>
		<link>http://www.synergy-sponsorship.com/blog/20110208/all-aboard-the-rbs-6-nations-express/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110208/all-aboard-the-rbs-6-nations-express/#comments</comments>
		<pubDate>Tue, 08 Feb 2011 14:44:55 +0000</pubDate>
		<dc:creator>Samantha Pillage</dc:creator>
				<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Communications]]></category>
		<category><![CDATA[Event management consultants]]></category>
		<category><![CDATA[Event management service]]></category>
		<category><![CDATA[Experiential marketing]]></category>
		<category><![CDATA[RBS 6 Nations]]></category>
		<category><![CDATA[Rugby]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Ukraine v England]]></category>
		<category><![CDATA[Wales]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=6575</guid>
		<description><![CDATA[The RBS 6 Nations 2011 kicked off on a Friday night for the first time in the Championship’s history last weekend. It was an evening match between Wales and England, and there was a real anticipation in the media in the build up, with Warren Gatland and Martin Johnson also having their say. To further [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110208/all-aboard-the-rbs-6-nations-express/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>Betfair Penalty Champions – Manchester United v FC Barcelona</title>
		<link>http://www.synergy-sponsorship.com/blog/20110128/betfair-penalty-champions-%e2%80%93-manchester-united-v-fc-barcelona/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110128/betfair-penalty-champions-%e2%80%93-manchester-united-v-fc-barcelona/#comments</comments>
		<pubDate>Fri, 28 Jan 2011 15:46:39 +0000</pubDate>
		<dc:creator>Georgina Taylor</dc:creator>
				<category><![CDATA[Betfair]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[David Beckham]]></category>
		<category><![CDATA[Event management service]]></category>
		<category><![CDATA[Experiential marketing]]></category>
		<category><![CDATA[Facebook]]></category>
		<category><![CDATA[Football]]></category>
		<category><![CDATA[Football Sponsorship]]></category>
		<category><![CDATA[Manchester United]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sponsorship consultancy]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[UEFA Champions League]]></category>
		<category><![CDATA[Barcelona]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=6261</guid>
		<description><![CDATA[This season Synergy was tasked to create a half time activity campaign using Betfair’s two football assets Manchester United and FC Barcelona.  With two of the world’s most famous clubs it surely wasn’t going to be hard to create an ultimate sporting experience&#8230; In September every £10 football bet placed on Betfair offered their customers [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110128/betfair-penalty-champions-%e2%80%93-manchester-united-v-fc-barcelona/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>The Theatre of Dreams hosts the inaugural Betfair World Cup</title>
		<link>http://www.synergy-sponsorship.com/blog/20100609/the-theatre-of-dreams-hosts-the-inaugural-betfair-world-cup-2/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20100609/the-theatre-of-dreams-hosts-the-inaugural-betfair-world-cup-2/#comments</comments>
		<pubDate>Wed, 09 Jun 2010 16:49:04 +0000</pubDate>
		<dc:creator>Caroline Ayling</dc:creator>
				<category><![CDATA[Betfair]]></category>
		<category><![CDATA[Event management service]]></category>
		<category><![CDATA[Experiential marketing]]></category>
		<category><![CDATA[Football]]></category>
		<category><![CDATA[Football Sponsorship]]></category>
		<category><![CDATA[Manchester United]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Betfair; Manchester United]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=3938</guid>
		<description><![CDATA[Sixteen countries, a sun-filled Old Trafford, a victorious Czech Republic team, a German cardboard cut-out mascot, a stadium awash with national team kits and the legendary Sir Bobby Charlton &#8211; that was the first ever Betfair World Cup! As part of Betfair’s sponsorship of Manchester United, 96 lucky amateur football players and United fans from [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20100609/the-theatre-of-dreams-hosts-the-inaugural-betfair-world-cup-2/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The Jameson Empire Awards 2010</title>
		<link>http://www.synergy-sponsorship.com/blog/20100407/the-jameson-empire-awards-2010/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20100407/the-jameson-empire-awards-2010/#comments</comments>
		<pubDate>Wed, 07 Apr 2010 18:36:54 +0000</pubDate>
		<dc:creator>Lucie Bartlett</dc:creator>
				<category><![CDATA[Alcohol]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Event management consultants]]></category>
		<category><![CDATA[Event management service]]></category>
		<category><![CDATA[Film]]></category>
		<category><![CDATA[Public relations]]></category>
		<category><![CDATA[Sponsorship consultancy]]></category>
		<category><![CDATA[Synergy]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=3575</guid>
		<description><![CDATA[The weekend before Easter saw the Synergy team glamming it up and walking the red carpet for our friends at Jameson, in preparation for the 2010 Jameson Empire Awards ceremony in London. For those unfamiliar with the Awards, they are universally considered to be the most fun Awards in the British film calendar. Regularly attended [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20100407/the-jameson-empire-awards-2010/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Shaun Edwards takes on Nottingham Casuals</title>
		<link>http://www.synergy-sponsorship.com/blog/20090325/shaun-edwards-takes-on-nottingham-casuals/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20090325/shaun-edwards-takes-on-nottingham-casuals/#comments</comments>
		<pubDate>Wed, 25 Mar 2009 14:13:49 +0000</pubDate>
		<dc:creator>Georgina Taylor</dc:creator>
				<category><![CDATA[Alcohol]]></category>
		<category><![CDATA[community]]></category>
		<category><![CDATA[Event management service]]></category>
		<category><![CDATA[grass roots sport]]></category>
		<category><![CDATA[Guinness]]></category>
		<category><![CDATA[Guinness Premiership]]></category>
		<category><![CDATA[Rugby]]></category>
		<category><![CDATA[Guinness Club Together]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=454</guid>
		<description><![CDATA[Imagine the prospect of a rugby training session with a coach who is feared by players for his army style drills and envied by other coaches for the results he yields from his team. Guinness Club Together, a grassroots rugby initiative, gave one lucky club the chance to be put through their paces in a [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20090325/shaun-edwards-takes-on-nottingham-casuals/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>Brand engagement through Formula 1</title>
		<link>http://www.synergy-sponsorship.com/blog/20080724/brand-engagement-through-formula-1/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20080724/brand-engagement-through-formula-1/#comments</comments>
		<pubDate>Thu, 24 Jul 2008 17:09:59 +0000</pubDate>
		<dc:creator>Emily Waring</dc:creator>
				<category><![CDATA[Event management service]]></category>
		<category><![CDATA[Experiential marketing]]></category>
		<category><![CDATA[Formula 1]]></category>
		<category><![CDATA[Sponsorship]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=136</guid>
		<description><![CDATA[With all the innovation and technology which surrounds the world of F1, where speed is key and winning is everything, it has become apparent that a showcar based simulator ticks all the boxes in providing The Royal Bank of Scotland (RBS) with an interactive consumer event with mass appeal and brand engagement.     Over the [...]]]></description>
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		<slash:comments>0</slash:comments>
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