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	<title>Synergy Blog &#187; London 2012</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>Experiential Marketing in 2012: Trends, Tech and Trailblazers</title>
		<link>http://www.synergy-sponsorship.com/blog/20120125/experiential-marketing-in-2012-trends-tech-and-trailblazers/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20120125/experiential-marketing-in-2012-trends-tech-and-trailblazers/#comments</comments>
		<pubDate>Wed, 25 Jan 2012 15:18:16 +0000</pubDate>
		<dc:creator>Lisa Parfitt</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Experiential marketing]]></category>
		<category><![CDATA[Facebook]]></category>
		<category><![CDATA[Flash mobbing]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[Mobile]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20120124/</guid>
		<description><![CDATA[In a year of huge cultural, historical and sporting relevance, brands will be (and already are) fighting for ‘white space’ and unique ways to engage with the British public. During this very busy year the strategy and tactics that brands choose are critical, which is why we decided to use this Synopsis to look at [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
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		<title>Synergy Loves&#8230;David Beckham plays blind football for Sainsbury’s</title>
		<link>http://www.synergy-sponsorship.com/blog/20120125/synergy-loves-david-beckham-plays-blind-football-for-sainsbury%e2%80%99s/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20120125/synergy-loves-david-beckham-plays-blind-football-for-sainsbury%e2%80%99s/#comments</comments>
		<pubDate>Wed, 25 Jan 2012 15:15:06 +0000</pubDate>
		<dc:creator>Jessica Enoch</dc:creator>
				<category><![CDATA[Celebrity]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[David Beckham]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[London 2012 sponsorship]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Synergy Loves]]></category>
		<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Paralympic Games]]></category>
		<category><![CDATA[Synopsis]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20120120/</guid>
		<description><![CDATA[What happened To promote its sponsorship of the London 2012 Paralympic Games, Sainsbury’s created a short video of David Beckham being put through his paces by David Clarke, team GB&#8217;s Blind Football legend. Widely seeded online, on TV and in cinemas, the video raises awareness of the Sainsbury&#8217;s 1 Million Kids Challenge, which aims to get a [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20120125/synergy-loves-david-beckham-plays-blind-football-for-sainsbury%e2%80%99s/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
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		<title>Sky launches Sky Sports Scholarships</title>
		<link>http://www.synergy-sponsorship.com/blog/20120125/sky-launches-sky-sports-scholarships/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20120125/sky-launches-sky-sports-scholarships/#comments</comments>
		<pubDate>Wed, 25 Jan 2012 15:10:49 +0000</pubDate>
		<dc:creator>Lisa Parfitt</dc:creator>
				<category><![CDATA[Content]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Sky]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20111129/</guid>
		<description><![CDATA[At the end of last year Synergy worked with Sky to launch the Sky Sports Scholarships. This programme supports some of Britain and Ireland’s most exciting athletes to help them fulfil their potential on the international stage and prepare them for life in the spotlight. Sky will tell the athletes&#8217; stories through Sky Sports channels to build [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
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		<title>Why the Olympics are a lot like Christmas</title>
		<link>http://www.synergy-sponsorship.com/blog/20111222/why-the-olympics-are-a-lot-like-christmas/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20111222/why-the-olympics-are-a-lot-like-christmas/#comments</comments>
		<pubDate>Thu, 22 Dec 2011 17:29:52 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Default]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[London 2012 sponsorship]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Winter Olympics]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20111222/</guid>
		<description><![CDATA[As I write this we are only three days away from Christmas Day and, in our industry anyway, many thoughts beyond that are inevitably turning to the New Year and London 2012. So it seemed entirely appropriate, for my last post of the year, to write about my belief that the Olympic Games – Summer and [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20111222/why-the-olympics-are-a-lot-like-christmas/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<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>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>A(nother) London 2012 blog&#8230;</title>
		<link>http://www.synergy-sponsorship.com/blog/20110826/another-london-2012-blog/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110826/another-london-2012-blog/#comments</comments>
		<pubDate>Fri, 26 Aug 2011 10:52:43 +0000</pubDate>
		<dc:creator>Ben Wilkinson</dc:creator>
				<category><![CDATA[London 2012]]></category>
		<category><![CDATA[London 2012 sponsorship]]></category>
		<category><![CDATA[London 2012 sponsorship consultants]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Olympic sponsorship consultants]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sponsorship consultancy]]></category>
		<category><![CDATA[Synergy]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20110817/</guid>
		<description><![CDATA[We all know the Olympic Games is coming to town. It&#8217;s getting closer and the clock is ticking, will we cope? Will the London Tube system handle all the extra people? How many medals will Team GB win? Anyone fancy a legacy? Will it make kids thin again? All those words are echoing around the [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110826/another-london-2012-blog/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Get Ready for 2012</title>
		<link>http://www.synergy-sponsorship.com/blog/20110518/get-ready-for-2012/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110518/get-ready-for-2012/#comments</comments>
		<pubDate>Wed, 18 May 2011 18:27:08 +0000</pubDate>
		<dc:creator>Tom Gladstone</dc:creator>
				<category><![CDATA[London 2012]]></category>
		<category><![CDATA[London 2012 sponsorship consultants]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sponsorship consultancy]]></category>
		<category><![CDATA[Sponsorship consultants]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synopsis]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=7930</guid>
		<description><![CDATA[May 10th 2011. As the rest of the nation settled down to the new series of The Apprentice, switched on SKY Sports to watch Manchester City destroy Tottenham’s season, or celebrated the anniversary of Nelson Mandela’s inauguration as President of South Africa, over fourty of INSEAD’s finest alumni gathered at Engine to discuss another momentous [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110518/get-ready-for-2012/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Kaymer and Backley in BMW Ultimate Driving Challenge</title>
		<link>http://www.synergy-sponsorship.com/blog/20110518/kaymer-and-backley-in-bmw-ultimate-driving-challenge/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110518/kaymer-and-backley-in-bmw-ultimate-driving-challenge/#comments</comments>
		<pubDate>Wed, 18 May 2011 17:53:49 +0000</pubDate>
		<dc:creator>Caroline Ayling</dc:creator>
				<category><![CDATA[BMW]]></category>
		<category><![CDATA[Golf]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[London 2012 sponsorship]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[PGA Tour]]></category>
		<category><![CDATA[PR]]></category>
		<category><![CDATA[Public relations]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sponsorship consultancy]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Team GB]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=7643</guid>
		<description><![CDATA[BMW challenged Synergy to develop a PR stunt that would combine their sponsorship of the BMW PGA Championship at Wentworth and the London 2012 Games. So we challenged former world number one golfer Martin Kaymer and three time Olympic medallist Steve Backley to go head-to-head in a multisport play-off from Wentworth’s first tee. With wedge [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110518/kaymer-and-backley-in-bmw-ultimate-driving-challenge/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>London 2012: 500 days to go</title>
		<link>http://www.synergy-sponsorship.com/blog/20110315/london-2012-500-days-to-go/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110315/london-2012-500-days-to-go/#comments</comments>
		<pubDate>Tue, 15 Mar 2011 10:45:16 +0000</pubDate>
		<dc:creator>Ben Wilkinson</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[London 2012 sponsorship]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Olympic Torch Relay]]></category>
		<category><![CDATA[Sponsorship consultancy]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Team GB]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=6888</guid>
		<description><![CDATA[I enjoyed my tube ride in this morning, a rare thing indeed. Maybe it&#8217;s all the work TFL is doing to upgrade the service in time for the arrival of the greatest show on earth; London 2012. Actually, it wasn&#8217;t that, but it was the sight of many Londoners excitedly flicking through their Metro in [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110315/london-2012-500-days-to-go/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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