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	<title>Synergy Blog &#187; Sponsorship consultancy</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>
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		<category><![CDATA[Default]]></category>
		<category><![CDATA[Design]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Event management consultants]]></category>
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		<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>
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		<slash:comments>0</slash:comments>
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		<title>SSE launches RFU partnership</title>
		<link>http://www.synergy-sponsorship.com/blog/20110901/sse-launches-rfu-partnership/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110901/sse-launches-rfu-partnership/#comments</comments>
		<pubDate>Thu, 01 Sep 2011 10:13:21 +0000</pubDate>
		<dc:creator>Donald Parish</dc:creator>
				<category><![CDATA[Default]]></category>
		<category><![CDATA[grass roots sport]]></category>
		<category><![CDATA[Public relations]]></category>
		<category><![CDATA[Rugby]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sponsorship consultancy]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[Twitter]]></category>
		<category><![CDATA[sse]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20110823/</guid>
		<description><![CDATA[August proved an exciting month for the team here at Synergy, as after months of planning, energy brand SSE (Scottish and Southern Energy) was announced as a National Community Partner of the RFU. Working with some of the most talented and charismatic England rugby players of the past 15 years, from England international Tom Croft [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<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>
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		<slash:comments>0</slash:comments>
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		<title>Synopsis, May 2011 – is content really King?</title>
		<link>http://www.synergy-sponsorship.com/blog/20110518/synopsis-may-2011-%e2%80%93-is-content-really-king/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110518/synopsis-may-2011-%e2%80%93-is-content-really-king/#comments</comments>
		<pubDate>Wed, 18 May 2011 18:29:51 +0000</pubDate>
		<dc:creator>Ben Wilkinson</dc:creator>
				<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Music]]></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[Synopsis]]></category>
		<category><![CDATA[The Arts]]></category>
		<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=7610</guid>
		<description><![CDATA[Recently, royalty has been back on the agenda in a big way &#8211; the Wedding of the Duke and Duchess of Cambridge having engaged the nation &#8211; and this got me thinking about another monarchy-related expression: content is King. If I were to say content is King, I certainly wouldn&#8217;t be the first, and most [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110518/synopsis-may-2011-%e2%80%93-is-content-really-king/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
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		<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>
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		<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>
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		<item>
		<title>The Bupa Great Run Series 2010</title>
		<link>http://www.synergy-sponsorship.com/blog/20110518/the-bupa-great-run-series-2010/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110518/the-bupa-great-run-series-2010/#comments</comments>
		<pubDate>Wed, 18 May 2011 17:52:41 +0000</pubDate>
		<dc:creator>Ben Wilkinson</dc:creator>
				<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sponsorship consultancy]]></category>
		<category><![CDATA[Sponsorship consultants]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synopsis]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=7799</guid>
		<description><![CDATA[The sports world was out in force to celebrate the 10th anniversary of the Sports Industry Awards last week. It was a great occasion and we&#8217;re delighted to have been recognised for our work with Bupa and the Great Run Series. The Sports Industry Award judges had this to say on the campaign: Bupa’s sponsorship of the [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110518/the-bupa-great-run-series-2010/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Synergy Loves&#8230; Budweiser Poolballing</title>
		<link>http://www.synergy-sponsorship.com/blog/20110518/synergy-loves-budweiser-poolballing/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110518/synergy-loves-budweiser-poolballing/#comments</comments>
		<pubDate>Wed, 18 May 2011 17:22:09 +0000</pubDate>
		<dc:creator>David Gerty</dc:creator>
				<category><![CDATA[Football]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sponsorship consultancy]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synergy Loves]]></category>
		<category><![CDATA[Synopsis]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=7715</guid>
		<description><![CDATA[What happened? “Same pool rules, same soccer fantasies” says Budweiser as they turned a normally reserved game of pool into a passionate, social nightlife experience for both players and spectators. The concept saw the beer brand setting up 7×3 metre pool tables in various pubs across Buenos Aires inviting teams to go head-to-head as they [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110518/synergy-loves-budweiser-poolballing/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>
		</item>
		<item>
		<title>Synergy scoops 11 Awards nominations</title>
		<link>http://www.synergy-sponsorship.com/blog/20110217/synergy-scoops-award-nominations/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110217/synergy-scoops-award-nominations/#comments</comments>
		<pubDate>Thu, 17 Feb 2011 11:29:34 +0000</pubDate>
		<dc:creator>Lucie Bartlett</dc:creator>
				<category><![CDATA[Awards]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Broadcast sponsorship]]></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[Betfair]]></category>
		<category><![CDATA[Bupa]]></category>
		<category><![CDATA[Coca-Cola]]></category>
		<category><![CDATA[Guinness]]></category>
		<category><![CDATA[Manchester United]]></category>
		<category><![CDATA[NFL]]></category>
		<category><![CDATA[Rugby]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=6712</guid>
		<description><![CDATA[We are thoroughly in the midst of Awards season: BAFTAs, Oscars, Brits&#8230; Sport Industry Awards, Hollis Sponsorship Awards&#8230; the list goes on (OK, so we may not have BAFTAs, but we do have the Beckhams&#8230;.) Nominations for the 2011 rounds of both the SIAs and Hollis were announced this week &#8211; both events see nods [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110217/synergy-scoops-award-nominations/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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