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	<title>Synergy Blog &#187; Sponsorship consultants</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>
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		<slash:comments>0</slash:comments>
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		<item>
		<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>
		</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>
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		<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>
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		<slash:comments>0</slash:comments>
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		<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>
		</item>
		<item>
		<title>Up for grabs &#8211; a rare opportunity for a brand to make their mark on London in 2012</title>
		<link>http://www.synergy-sponsorship.com/blog/20110215/up-for-grabs-a-rare-opportunity-for-a-brand-to-make-their-mark-on-london-in-2012/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110215/up-for-grabs-a-rare-opportunity-for-a-brand-to-make-their-mark-on-london-in-2012/#comments</comments>
		<pubDate>Tue, 15 Feb 2011 15:55:57 +0000</pubDate>
		<dc:creator>Sara Wilson</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 consultancy]]></category>
		<category><![CDATA[Sponsorship consultants]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=6677</guid>
		<description><![CDATA[With an estimated 2m extra overseas tourists in London next summer, not to mention those travelling to the capital from across the UK, brands are already planning how to make the most of their assets in order to gain exposure and cut-through during what will be one of the busiest marketing periods the country has [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110215/up-for-grabs-a-rare-opportunity-for-a-brand-to-make-their-mark-on-london-in-2012/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Transfer skills</title>
		<link>http://www.synergy-sponsorship.com/blog/20110204/transfer-skills/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110204/transfer-skills/#comments</comments>
		<pubDate>Fri, 04 Feb 2011 11:21:42 +0000</pubDate>
		<dc:creator>Ben Wilkinson</dc:creator>
				<category><![CDATA[London 2012]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sponsorship consultancy]]></category>
		<category><![CDATA[Sponsorship consultants]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=6551</guid>
		<description><![CDATA[Football has once again the headlines. The sport is without doubt one of the most interesting spectacles in the world. It&#8217;s changed so much, particularly in the UK. It used to be as much about a player&#8217;s passion and loyalty, as skill and speed. Today the EPL seems more about finance than finesse, more about [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110204/transfer-skills/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>What&#8217;s the Greatest Sports Marketing Innovation? New: Mihir Bose on why it&#8217;s the Olympic TOP sponsorship programme</title>
		<link>http://www.synergy-sponsorship.com/blog/20101202/whats-the-greatest-sports-marketing-innovation-new-mihir-bose-on-why-its-the-olympic-top-sponsorship-programme/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20101202/whats-the-greatest-sports-marketing-innovation-new-mihir-bose-on-why-its-the-olympic-top-sponsorship-programme/#comments</comments>
		<pubDate>Thu, 02 Dec 2010 18:10:59 +0000</pubDate>
		<dc:creator>Lucie Bartlett</dc:creator>
				<category><![CDATA[Ambush campaign]]></category>
		<category><![CDATA[BBC]]></category>
		<category><![CDATA[Cricket]]></category>
		<category><![CDATA[ECB]]></category>
		<category><![CDATA[India]]></category>
		<category><![CDATA[Indian Premier League]]></category>
		<category><![CDATA[London 2012 sponsorship consultants]]></category>
		<category><![CDATA[New Product Development]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Olympic sponsorship consultants]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sponsorship consultants]]></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[Bernie Ecclestone]]></category>
		<category><![CDATA[Horst Dassler]]></category>
		<category><![CDATA[IOC]]></category>
		<category><![CDATA[IPL]]></category>
		<category><![CDATA[London 2012]]></category>
		<category><![CDATA[Michael Jordan]]></category>
		<category><![CDATA[Mihir Bose]]></category>
		<category><![CDATA[Nike]]></category>
		<category><![CDATA[Olympic TOP sponsorship programme]]></category>
		<category><![CDATA[Patrick Nally]]></category>
		<category><![CDATA[Twenty20 cricket]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=6079</guid>
		<description><![CDATA[Mihir Bose needs little introduction as an award-winning journalist, author and broadcaster. From 2006- 2009 he was the BBC&#8217;s first Sports Editor; prior to that he was Chief Sports News Correspondent for the Daily Telegraph. He has written 22 books, including an award winning history of Indian cricket and the first history of Bollywood, and presented numerous programmes [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20101202/whats-the-greatest-sports-marketing-innovation-new-mihir-bose-on-why-its-the-olympic-top-sponsorship-programme/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>London 2012 Olympic mascots: Wenlock and Mandeville</title>
		<link>http://www.synergy-sponsorship.com/blog/20100520/london-2012-olympic-mascots-wenlock-and-mandeville/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20100520/london-2012-olympic-mascots-wenlock-and-mandeville/#comments</comments>
		<pubDate>Thu, 20 May 2010 14:19:13 +0000</pubDate>
		<dc:creator>Ben Wilkinson</dc:creator>
				<category><![CDATA[BOA]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Experiential marketing]]></category>
		<category><![CDATA[Facebook]]></category>
		<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[Online communities]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sponsorship consultancy]]></category>
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		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Team GB]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=3777</guid>
		<description><![CDATA[It&#8217;s a very exciting time when the mascots are announced for any Games.  Admittedly, this excitement is normally reserved for those aged under ten, and rightly so.  However, I feel very fortunate that I&#8217;m blessed with an inner child and can appreciate similar feelings of anticipation that I did back when I was six or seven years old. The more exciting thing this time [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20100520/london-2012-olympic-mascots-wenlock-and-mandeville/feed/</wfw:commentRss>
		<slash:comments>5</slash:comments>
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		<item>
		<title>Format Wars are cause for celebration</title>
		<link>http://www.synergy-sponsorship.com/blog/20100129/format-wars-are-cause-for-celebration/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20100129/format-wars-are-cause-for-celebration/#comments</comments>
		<pubDate>Fri, 29 Jan 2010 14:03:52 +0000</pubDate>
		<dc:creator>Scott Garrett</dc:creator>
				<category><![CDATA[Cricket]]></category>
		<category><![CDATA[ICC World Twenty20]]></category>
		<category><![CDATA[Indian Premier League]]></category>
		<category><![CDATA[Olympics]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sponsorship consultants]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[IPL auction]]></category>
		<category><![CDATA[Twenty20 cricket]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=3090</guid>
		<description><![CDATA[In an article in The Times last week (IPL auction likes Morgan a lot), Nick Hoult detailed the fact that only one English player attracted any bids in the annual scramble for overseas players to add star quality to the Indian Premier League. Swann, Bresnan and Trott languished penniless while Eoin Morgan went to Bangalore [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20100129/format-wars-are-cause-for-celebration/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
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