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	<title>Synergy Blog &#187; Football Sponsorship</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>
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		<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>
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		<title>20 Years of the Premier League Infographic</title>
		<link>http://www.synergy-sponsorship.com/blog/20110810/20-years-of-the-premier-league-infographic/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110810/20-years-of-the-premier-league-infographic/#comments</comments>
		<pubDate>Wed, 10 Aug 2011 16:41:54 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Barclays Premier League]]></category>
		<category><![CDATA[Football]]></category>
		<category><![CDATA[Football Sponsorship]]></category>
		<category><![CDATA[Manchester United]]></category>
		<category><![CDATA[New Product Development]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Infographic]]></category>
		<category><![CDATA[Premier League]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=8602</guid>
		<description><![CDATA[It’s 20 years since the Premier League was launched and to mark the occasion, we’ve put together an infographic suitably laced with factoids illustrating the League’s journey from domestic breakaway to global superpower. Having worked on sponsorships in and around the League since its inception, it’s been an extraordinary journey both to have witnessed and [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110810/20-years-of-the-premier-league-infographic/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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		<item>
		<title>From the Synergy archive: It’s Big, But Is It Clever? Arsenal, Emirates &amp; Stadium Naming Rights</title>
		<link>http://www.synergy-sponsorship.com/blog/20110708/from-the-synergy-archive-it%e2%80%99s-big-but-is-it-clever-arsenal-emirates-stadium-naming-rights/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110708/from-the-synergy-archive-it%e2%80%99s-big-but-is-it-clever-arsenal-emirates-stadium-naming-rights/#comments</comments>
		<pubDate>Fri, 08 Jul 2011 09:47:46 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Football Sponsorship]]></category>
		<category><![CDATA[Naming Rights]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Arsenal]]></category>
		<category><![CDATA[Emirates]]></category>
		<category><![CDATA[Etihad]]></category>
		<category><![CDATA[Manchester City]]></category>
		<category><![CDATA[Stadium naming rights]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=8246</guid>
		<description><![CDATA[(This article first appeared in the Synergy newsletter in October 2004. On the day that Manchester City announces the biggest UK football stadium naming rights deal since Arsenal/Emirates - also with a Middle Eastern airline - we thought it was an appropriate time to dust it off.)      Fifteen-year, £90 million sponsorship deals being more than a little rare, it was [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110708/from-the-synergy-archive-it%e2%80%99s-big-but-is-it-clever-arsenal-emirates-stadium-naming-rights/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>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110517/when-johann-cruyff-tore-a-stripe-off-adidas/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Review: Heineken Star Player UEFA Champions League App</title>
		<link>http://www.synergy-sponsorship.com/blog/20110504/review-heineken-star-player-uefa-champions-league-app/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110504/review-heineken-star-player-uefa-champions-league-app/#comments</comments>
		<pubDate>Wed, 04 May 2011 16:14:07 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Facebook]]></category>
		<category><![CDATA[Football Sponsorship]]></category>
		<category><![CDATA[New Product Development]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[UEFA Champions League]]></category>
		<category><![CDATA[Barcelona]]></category>
		<category><![CDATA[Heineken]]></category>
		<category><![CDATA[Heineken Star Player]]></category>
		<category><![CDATA[Lionel Messi]]></category>
		<category><![CDATA[Real Madrid]]></category>
		<category><![CDATA[Social Gaming]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=7562</guid>
		<description><![CDATA[Heineken Star PlayerI’ve often wondered why it is that, in contrast to other major events, the sponsors of the UEFA Champions League (UCL) have mostly struggled to create great campaigns (litmus test: how many can you actually remember?). The exception to this has generally been Heineken, which has consistently created entertaining and memorable UCL work. Last [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110504/review-heineken-star-player-uefa-champions-league-app/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Moneyball: Why Andy Carroll might be worth £35m</title>
		<link>http://www.synergy-sponsorship.com/blog/20110201/moneyball-why-andy-carroll-might-be-worth-35m/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110201/moneyball-why-andy-carroll-might-be-worth-35m/#comments</comments>
		<pubDate>Tue, 01 Feb 2011 13:27:58 +0000</pubDate>
		<dc:creator>Carsten Thode</dc:creator>
				<category><![CDATA[Barclays Premier League]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Consultancy]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Football]]></category>
		<category><![CDATA[Football Sponsorship]]></category>
		<category><![CDATA[Newcastle United]]></category>
		<category><![CDATA[Public relations]]></category>
		<category><![CDATA[Andy Carroll]]></category>
		<category><![CDATA[Boston Red Sox]]></category>
		<category><![CDATA[Brad Pitt]]></category>
		<category><![CDATA[Champions League]]></category>
		<category><![CDATA[Kevin Keegan]]></category>
		<category><![CDATA[Liverpool]]></category>
		<category><![CDATA[Moneyball]]></category>
		<category><![CDATA[New York Yankees]]></category>
		<category><![CDATA[Oakland A's]]></category>
		<category><![CDATA[Philip Seymour Hoffman]]></category>
		<category><![CDATA[Sabermetrics]]></category>
		<category><![CDATA[World Series]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=6458</guid>
		<description><![CDATA[The Twittersphere was buzzing yesterday, and the question everyone was asking was: how can Andy Carroll be worth £35m? The general consensus was that he wasn’t worth that amount of money and that the footballing world had gone crazy. Maybe the conventional wisdom is correct. But one thing “Moneyball” (in my opinion the best Sports [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110201/moneyball-why-andy-carroll-might-be-worth-35m/feed/</wfw:commentRss>
		<slash:comments>3</slash:comments>
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		<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>
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		<item>
		<title>What&#8217;s the greatest modern sports marketing innovation? New: Patrick Nally, founder of modern sports sponsorship, enters the debate</title>
		<link>http://www.synergy-sponsorship.com/blog/20101202/the-synergy-interview-patrick-nally/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20101202/the-synergy-interview-patrick-nally/#comments</comments>
		<pubDate>Thu, 02 Dec 2010 19:02:13 +0000</pubDate>
		<dc:creator>Lucie Bartlett</dc:creator>
				<category><![CDATA[Football Sponsorship]]></category>
		<category><![CDATA[Formula 1]]></category>
		<category><![CDATA[London 2012 sponsorship]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Ryder Cup]]></category>
		<category><![CDATA[Sponsorship]]></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[Fifa World Cup]]></category>
		<category><![CDATA[Fifa World Cup sponsorship]]></category>
		<category><![CDATA[IOC]]></category>
		<category><![CDATA[Michael Payne]]></category>
		<category><![CDATA[Patrick Nally]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=6099</guid>
		<description><![CDATA[Who better than Patrick Nally, for many the originator of modern sports sponsorship, to offer the latest contribution to our &#8216;What&#8217;s the Greatest Sports Marketing Innovation?&#8217; debate? Earlier this week Patrick threw his hat into the ring, not only offering us insight into his role in the inception of the industry, but also to give us his own nominations for the top spot. In a [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20101202/the-synergy-interview-patrick-nally/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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		<item>
		<title>The FA Cup: Making dreams come true</title>
		<link>http://www.synergy-sponsorship.com/blog/20101129/the-fa-cup-making-dreams-come-true/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20101129/the-fa-cup-making-dreams-come-true/#comments</comments>
		<pubDate>Mon, 29 Nov 2010 15:15:41 +0000</pubDate>
		<dc:creator>Sara Wilson</dc:creator>
				<category><![CDATA[Barclays Premier League]]></category>
		<category><![CDATA[FA Cup]]></category>
		<category><![CDATA[Football]]></category>
		<category><![CDATA[Football Sponsorship]]></category>
		<category><![CDATA[Manchester United]]></category>
		<category><![CDATA[FA Cup 3rd round draw]]></category>
		<category><![CDATA[Kasabian]]></category>
		<category><![CDATA[Noel Gallagher]]></category>
		<category><![CDATA[Oasis]]></category>
		<category><![CDATA[Serge Pizzorno]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=6063</guid>
		<description><![CDATA[Flicking through the channels yesterday afternoon I landed on the live FA Cup third-round draw taking place at Wembley. Having been talking about FC United of Manchester only the day before, I thought I&#8217;d watch and see if they were going to get drawn against one of the big guns. Then something else caught my eye. [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20101129/the-fa-cup-making-dreams-come-true/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
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