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	<title>Synergy Blog &#187; World Cup</title>
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	<description>The Sponsor&#039;s Consultancy</description>
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		<title>The Rugby World Cup 2011 Post Mortem</title>
		<link>http://www.synergy-sponsorship.com/blog/20111206/the-rugby-world-cup-2011-post-mortem/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20111206/the-rugby-world-cup-2011-post-mortem/#comments</comments>
		<pubDate>Tue, 06 Dec 2011 10:20:21 +0000</pubDate>
		<dc:creator>Tom Gladstone</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[Rugby]]></category>
		<category><![CDATA[Rugby World Cup]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[World Cup]]></category>
		<category><![CDATA[All Blacks]]></category>
		<category><![CDATA[Rugby World Cup 2011]]></category>
		<category><![CDATA[Social media engagement]]></category>
		<category><![CDATA[Sponsorship consultants]]></category>
		<category><![CDATA[Twitter]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20111110/</guid>
		<description><![CDATA[Over a month on from the Rugby World Cup Final and the post mortems are just about complete. Global TV audiences of 4 billion have been reported, social media round-ups published, teams of the tournament have been selected by all and sundry, and the New Zealand Herald has discovered some other sports to write about. [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20111206/the-rugby-world-cup-2011-post-mortem/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Twitter Proves The Rugby World Cup Is A Small World</title>
		<link>http://www.synergy-sponsorship.com/blog/20111005/twitter-proves-the-rugby-world-cup-is-a-small-world/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20111005/twitter-proves-the-rugby-world-cup-is-a-small-world/#comments</comments>
		<pubDate>Wed, 05 Oct 2011 14:49:06 +0000</pubDate>
		<dc:creator>Tim Crow</dc:creator>
				<category><![CDATA[Default]]></category>
		<category><![CDATA[Rugby]]></category>
		<category><![CDATA[Rugby World Cup]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Twitter]]></category>
		<category><![CDATA[World Cup]]></category>
		<category><![CDATA[Digital marketing]]></category>
		<category><![CDATA[Rugby World Cup 2011]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/20111005/</guid>
		<description><![CDATA[Three cheers, then, to the IRB for publishing a weekly round-up of Rugby World Cup-related social media activity by fans. As I tweeted yesterday, all rights holders should be doing this – a point echoed by numerous sponsors, who contacted me to say they’d now be making the same point to the rights holders with which [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20111005/twitter-proves-the-rugby-world-cup-is-a-small-world/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Synopsis, July 2011 &#8211; Passion Pointers</title>
		<link>http://www.synergy-sponsorship.com/blog/20110726/synopsis-july-2011-passion-pointers/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110726/synopsis-july-2011-passion-pointers/#comments</comments>
		<pubDate>Tue, 26 Jul 2011 16:01:16 +0000</pubDate>
		<dc:creator>Tom Gladstone</dc:creator>
				<category><![CDATA[Betfair]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[Communications]]></category>
		<category><![CDATA[Content]]></category>
		<category><![CDATA[Default]]></category>
		<category><![CDATA[FA Cup]]></category>
		<category><![CDATA[Football]]></category>
		<category><![CDATA[Media]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Rugby]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[Synergy]]></category>
		<category><![CDATA[Synopsis]]></category>
		<category><![CDATA[World Cup]]></category>
		<category><![CDATA[YouTube]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=8442</guid>
		<description><![CDATA[Like the vast majority of sports fans watching the events unfold at Royal St George’s, I found myself willing a Darren Clarke victory &#8211; this despite a fairly uneducated £5 pre-tournament punt on Phil Mickelson. The emotional pull of seeing a people’s champion claim the Claret Jug was stronger than the rational tug of reversing [...]]]></description>
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		<slash:comments>4</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>When Seve called my mobile&#8230;</title>
		<link>http://www.synergy-sponsorship.com/blog/20110510/when-seve-called-my-mobile/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110510/when-seve-called-my-mobile/#comments</comments>
		<pubDate>Tue, 10 May 2011 13:41:02 +0000</pubDate>
		<dc:creator>Fiona Foster</dc:creator>
				<category><![CDATA[Celebrity]]></category>
		<category><![CDATA[Golf]]></category>
		<category><![CDATA[Rugby]]></category>
		<category><![CDATA[World Cup]]></category>
		<category><![CDATA[Gatwick]]></category>
		<category><![CDATA[Open]]></category>
		<category><![CDATA[Seve Ballesteros]]></category>
		<category><![CDATA[Sport]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=7603</guid>
		<description><![CDATA[Having spent the last 30 years working in the sports industry, I am sometimes asked, 'what is your most memorable moment?'. While the obvious one was seeing England win the Rugby World Cup in 2003, the actual one was a day in 2004 as the Assistant Tournament Director for the Benson and Hedges International Open. [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110510/when-seve-called-my-mobile/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Ryan Air present the new home of cricket: Ireland</title>
		<link>http://www.synergy-sponsorship.com/blog/20110304/ryan-air-present-the-new-home-of-cricket-ireland/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110304/ryan-air-present-the-new-home-of-cricket-ireland/#comments</comments>
		<pubDate>Fri, 04 Mar 2011 11:16:30 +0000</pubDate>
		<dc:creator>Lucie Bartlett</dc:creator>
				<category><![CDATA[Advertising]]></category>
		<category><![CDATA[Ambush campaign]]></category>
		<category><![CDATA[Aviation]]></category>
		<category><![CDATA[Cricket]]></category>
		<category><![CDATA[Travel]]></category>
		<category><![CDATA[World Cup]]></category>
		<category><![CDATA[Ambush marketing]]></category>
		<category><![CDATA[Daily Telegraph]]></category>
		<category><![CDATA[Emirates]]></category>
		<category><![CDATA[ICC]]></category>
		<category><![CDATA[Ryan Air]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=6822</guid>
		<description><![CDATA[A highlight of our daily PR Team paper-reading this morning had to be the below from Ryan Air. Gaining a good half / three-quarter page space in both the Telegraph and the Independent, this most basic of tactical advertising had us all giggling. And most of us are pretty mad-keen cricket fans too. So having [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110304/ryan-air-present-the-new-home-of-cricket-ireland/feed/</wfw:commentRss>
		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>Will ICC rules stop the Tweeting? #FollowFriday Cricket Special</title>
		<link>http://www.synergy-sponsorship.com/blog/20110218/will-icc-rules-stop-the-tweeting-followfriday-cricket-special/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20110218/will-icc-rules-stop-the-tweeting-followfriday-cricket-special/#comments</comments>
		<pubDate>Fri, 18 Feb 2011 15:30:10 +0000</pubDate>
		<dc:creator>Caroline Ayling</dc:creator>
				<category><![CDATA[Cricket]]></category>
		<category><![CDATA[FollowFriday]]></category>
		<category><![CDATA[Social Media]]></category>
		<category><![CDATA[Twitter]]></category>
		<category><![CDATA[World Cup]]></category>
		<category><![CDATA[corruption]]></category>
		<category><![CDATA[ICC]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=6727</guid>
		<description><![CDATA[The 10th ICC Cricket World Cup launched yesterday with a multimillion pound opening ceremony including a good old croon from that well known cricket lover (?!) Bryan Adams. I have to say I am in total agreement with Dan Jones about Bryan not quite fitting the bill, but at least the weather didn’t destroy the [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20110218/will-icc-rules-stop-the-tweeting-followfriday-cricket-special/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<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>
		</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>What’s The Greatest Modern Sports Marketing Innovation? The Story So Far</title>
		<link>http://www.synergy-sponsorship.com/blog/20101124/what%e2%80%99s-the-greatest-modern-sports-marketing-innovation-the-story-so-far/</link>
		<comments>http://www.synergy-sponsorship.com/blog/20101124/what%e2%80%99s-the-greatest-modern-sports-marketing-innovation-the-story-so-far/#comments</comments>
		<pubDate>Wed, 24 Nov 2010 18:31:50 +0000</pubDate>
		<dc:creator>Dominic Curran</dc:creator>
				<category><![CDATA[Ambush campaign]]></category>
		<category><![CDATA[Barclays Premier League]]></category>
		<category><![CDATA[Betfair]]></category>
		<category><![CDATA[Brand marketing]]></category>
		<category><![CDATA[Branded content]]></category>
		<category><![CDATA[ECB]]></category>
		<category><![CDATA[Indian Premier League]]></category>
		<category><![CDATA[New Product Development]]></category>
		<category><![CDATA[Olympic sponsorship]]></category>
		<category><![CDATA[Sponsorship]]></category>
		<category><![CDATA[Sport]]></category>
		<category><![CDATA[UEFA Champions League]]></category>
		<category><![CDATA[Viral Marketing]]></category>
		<category><![CDATA[What's the Greatest Sports Marketing Innovation?]]></category>
		<category><![CDATA[World Cup]]></category>
		<category><![CDATA[YouTube]]></category>
		<category><![CDATA[Greatest Sports Marketing Innovation]]></category>
		<category><![CDATA[Michael Payne]]></category>
		<category><![CDATA[Nike Ronaldinho viral]]></category>
		<category><![CDATA[Patrick Nally]]></category>
		<category><![CDATA[World Series Cricket]]></category>

		<guid isPermaLink="false">http://www.synergy-sponsorship.com/blog/?p=5971</guid>
		<description><![CDATA[Two weeks ago we decided to open up to the world a debate we’d started here at Synergy: what is the greatest sports marketing innovation of modern times? It’s a debate that seems to have captured your imagination as much as ours, creating a raft of comments by global industry figures from brands, rights-holders, the media and more. [...]]]></description>
		<wfw:commentRss>http://www.synergy-sponsorship.com/blog/20101124/what%e2%80%99s-the-greatest-modern-sports-marketing-innovation-the-story-so-far/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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