Synergy expands to U.S.


NEW YORK – November 2, 2015Engine Group, the global marketing services network, today announced the U.S. launch of Synergy, its award-winning sports marketing and sponsorship agency. Based out of Engine Group’s New York office, Synergy U.S. will be led by Dominic Curran, who has been named CEO. Curran, the former Global Sport Director for Bacardi, will report to Rick Eiserman, North American CEO at Engine Group.

Synergy’s U.S. offering will adopt the brand-facing model integrating strategy, creative, digital, experiential marketing and public relations that has made it a leading sports sponsorship agency in the U.K. Headed by CEO Tim Crow, Synergy works worldwide with clients including BMW, Coca-Cola, Emirates and MasterCard on global marquee sporting events such as the FIFA World Cup, the Olympic Games, and the Rugby World Cup. Standard Life Investments, Worldwide Partner of the Ryder Cup, will be on board as a launch client of the new U.S. office.

“The agency landscape around sports marketing is ripe for disruption in the U.S. and Dominic is the perfect person to lead that charge,” said Eiserman. “Brands are frustrated by the lack of media neutrality in the U.S. and the obsession with paid media thinking and rights. Synergy’s approach is to create powerful campaign ideas that have ability to play out across all media, with digital at the core."

Crow added: “A big part of our success stems from the fact that we are neutral brand-facing specialists and guarantee our clients no conflicts of interest – we create strategies, partnerships and campaigns solely for brands. That’s always been core to our offering and we’ll be replicating that model for brands in the U.S.”

Synergy’s move to the U.S. marks the first time the agency has opened an office outside the U.K. Since its inception more than 30 years ago, Synergy has won some of the industry’s most prestigious awards, including recently being named Agency of the Year at the Sport Industry Awards in London.

“I am thrilled to bring Synergy’s differentiated model to U.S. marketplace,” said Curran. “We’ll be diving right in, helping Standard Life Investments activate at the Ryder Cup next year. I’m looking forward to building an agency with the right expertise and creativity for brands and fans in the connected era.”

Engine Group recently announced the U.S. launch of customer engagement agency Partners Andrews Aldridge in September, and the expansion of digitally-led agency Deep Focus to London and Los Angeles. The network is growing rapidly following its acquisition by Lake Capital in August 2014, with more than 2,000 employees across the U.S., UK and Asia.


Synergy is dedicated to creating the world’s most innovative and effective sponsorships for brands. Founded in 1984, and with offices in London and New York, Synergy works worldwide from strategy to delivery for clients, including BMW, Capital One, Coca-Cola, Emirates, Guinness, MasterCard, Standard Life Investments and more. For more information, visit


Engine Group is a global marketing services network of specialist communication agencies that transforms brands through its unique collaborative culture and business approach. The individual agency brands within the network cover the vast range of marketing services including strategy, digital marketing, social media, advertising, public relations, and content creation and production. With operating hubs in the UK, North America and Asia, the agencies within the network include WCRS, MHP Communications, Trailer Park, ORC International, Partners Andrews Aldridge, Deep Focus, Synergy, Calling Brands, Mischief, Fuel, Transform and Slice. The group’s client portfolio range from top brands such as Unilever, Santander and Kimberly-Clark to all the major entertainment studios including Warner Bros., Disney and 20th Century Fox. More information is available at

Synergy named Agency of The Year at BT Sport Industry Awards

Synergy was named Sport Agency of the Year last night at the BT Sport Industry Awards in London, receiving the coveted accolade - the top honour in the UK sports sponsorship industry - in front of an audience of 1,750 of sport's most influential names at the largest and most prestigious event of its type in Europe.

Synergy took the award after a stunning 2014, which saw the agency post impressive financial results, deliver innovative campaigns for clients around the world, and win a raft of new business, including Accenture, Aviva and Canterbury. The judges reserved particular praise for Synergy's vibrant culture, creativity and industry-leading investment in its people.

Synergy CEO Tim Crow was joined on stage at Battersea Evolution by Synergy’s Chief Strategy Officer Carsten Thode to collect the Agency of The Year trophy from Rugby World Cup-winning former England winger Jason Robinson and ex-Wales and British & Irish Lion Shane Williams.

Read Sport Industry Group's summary of the event here and see the full list of winners here.

Sport Sidelined: A Synergy Snapshot of The 2015 General Election

As Ed Miliband stated, the 2015 General Election is set to be the ‘tightest for a generation’. With policy focus on heavyweight areas, and media attention revolving around the potential results and the resultant political permutations, you could be forgiven for growing weary of the wall-to-wall election coverage.

However, there has been very little attention paid to the topic of Sport. It's clear the seductive vision of the Olympic legacy promised in the 2010 UK General Election has not been realised. London 2012 brought more Team GB medals than any other Games, but participation levels in the UK are still falling, and yet Sport has been sidelined in the 2015 party manifestos. Within the combined 327 pages of the Conservative, Labour and Liberal Democrat manifestos, there were collectively 23 sentences referencing the subject. Not only is this disappointing, but it also seems illogical considering the impact Sport can have on on other policy areas, not least as physical inactivity is said to be costing our national economy £8.2 billion a year... 

We must therefore ask: what effect, if any, will the election have on the Sport and sponsorship industry? To find an answer, we pored over the party manifestos, and delved into the political news archives to establish which elements of pre-election party chatter around Sport would actually make it on to the election agenda.

A summary of the major points can be found in our infographic here

For a more detailed view of these key topics, please read on...

 Funding cuts leave door open for brands

Funding V2

In the weeks leading up to the 2015 General Election, much of the rhetoric has focused on each party’s approach to reducing the UK’s vast deficit (£101.8bn in 2014 alone). This need for collective belt-tightening makes cuts inevitable. With parties keen to ensure focus on the heavyweight policy areas, such as Education, Housing and the NHS, Sport has taken a back seat.

The prospects for sports funding, especially at the grassroots end of the spectrum, are poor. Whilst this is a worrying trend, any funding shortfall could open opportunities for brands to bridge gaps to provide capital, manpower, facilities and amenities. Work like McDonald’s grassroots football campaign and Barclays' ‘Spaces for Sport’ programme have shown that brands can provide vital funding, equipment and coaching where there is a real need. With cuts to be made, and a prioritisation of welfare services, sponsors could play a key role in keeping Britons active.

Manifesto game plans show limited football focus

Football V3

MPs are often accused of politicising football, but parties have comfortably avoided any such accusations around this election, by barely including the national game in their manifestos at all. Following the February announcement of the new Premier League TV deal, worth £5.14 billion, leading politicians wasted no time in adding their two pennies, but Labour's manifesto was the only one to mention the subject.

Miliband has pledged to ensure the Premier League delivers on its 1999 promise to invest 5% of its domestic and international television rights income into funding grassroots. Further, Labour look to mix pounds and passion with a proposal to enable accredited supporter trusts. The move would mean fans could hold their football club far more accountable by appointing and removing at least two of the directors, and purchasing shares when the club changes hands.

The trickle-down of funds from the new TV deal and the enhanced ability for fans to hold their clubs to account could mean an evolving role for brands. Sponsors' changing role within football can be seen in recent high-profile examples, including that of Ched Evans, where club partners successfully supported Oldham fans in their calls to cancel the signing the player following his previous jail sentence.

After their focus on 'Reclaiming The Nation's Game' at their 2014 conference, it was hoped that football may play a large part in the Liberal Democrats' manifesto, but there were discouragingly few references. One of the few sport-related pledges concerned an exploration of safe standing, a stance that is sure to please a number of fans. Given the popularity of such a policy among football supporters, it might be tempting for brands already involved in the sport to show their own support by influencing policy-makers on this topic.

Worrying times for alcohol, betting and fast food brands

Restrictions V2

Alcohol, betting and high fat, salt and sugar (HFSS) brands would have been following the manifesto releases with a sense of trepidation, given the noise from major parties last year. Labour were most forthright in their views, referring to sponsorship of sports events by alcohol brands as 'potentially harmful' and calling for a debate on current rules. Their pre-election consultation on sport also included references to introducing a levy on betting companies, which could act as a new revenue stream for community sport. Additionally, a leaked document also proposed a 9pm watershed for TV adverts for unhealthy products that might appeal to youngsters – a policy mirrored by the SNP.

However, upon manifesto releases, there was barely a mention of marketing restrictions in any of the aforementioned industries. This does not mean these policies have been forgotten, rather, they appear to have been temporarily sidelined, due to the focus on 'safer' traditional policy areas. Given the impact any fresh legislation could have on brand advertising and sponsorship approaches – as well as marketing budgets – companies and rightsholders in the firing line will have to keep their eyes open.

A lot to learn on school sport

Schools V2

A minimum of 2 hours per week from Labour, £150 million investment a year from the Conservatives and half a day a week from the Greens. These are the manifesto pledges made by the parties on the subject of school sport. The immediate question is, of course, what on Earth do they all mean? Comparing these disparate units of measurement is an almost impossible task, and that’s before chucking in extra layers of confusion, such as Labour's rebuttal that the Conservatives' promise actually represents a reduction of current funding, when taking inflation into account.

The lack of a substantial commitment by any party ensures that schools still remain fertile ground for sponsors, as Lloyds Bank National Schools Sports Week programme has shown, and brands that can best understand where funding gaps will arise, once the anointed party has implemented their policy, will be best placed to create fruitful partnerships.

Closing the gender gap

Gender V2

The push for equality within sport, in terms of both participation and representation, is gathering pace, with FIFA’s No to Racism and Sport England’s ThisGirlCan campaigns being just two high-profile proof-points. But whilst all parties vocalise support for women’s sport when prompted, the Conservatives were the only party to clearly put pen to paper, pledging to push the number of women on national sports governing bodies to at least 25% by 2017. The Green Party included a more vague reference to ‘setting targets for participation by women’.

The silence was particularly disappointing from Labour, who had put a primary focus on the subject within their pre-election sports consultation. Within the party's ‘More Sport For All’ document, there was even suggestion of a government fund incentivising commercial sponsorship of women’s sport.

Such silence presents sponsors with the opportunity to bridge the gap on gender policy. The profile of women’s sport is growing, but investment accounts for just 0.4% of the value of all the sponsorship deals and just 7% of total sports media coverage. As outlined in Synergy's NowNewNext article on the subject, brands can make a real difference within women's sport if their activity is grounded in appropriate insights. Savvy sponsors with existing partnerships stand to benefit the most. Our advice to the (right) brands not already engaged would be to get involved whilst you can.

Tories target American Sport

US Sport V2

Increasingly popular in the UK, it was never going to be long before US sport landed on the political agenda. Referenced in the Conservative manifesto, David Cameron aspires to increase UK links with the major US sports, with a long-term view of franchises based in the UK. More than 600,000 people have already attended each of the previous two NFL events on Regent Street, and the Jacksonville Jaguars have long been rumoured to become a permanent NFL London-based franchise. On top of this, Britons have already witnessed regular-season NBA games on home turf as the Global Games Schedule expands overseas.

The globalisation of sport, as discussed in Synergy’s NowNewNext report, is happening fast. It seems that a Conservative government would be prepared to turbo-charge this process. Sponsors need to be ready for the opportunities - and challenges – that this will bring.

Minority parties explore major changes

Minority V2

Despite UKIP repeatedly referencing their support for ‘unifying a British culture’, the promise may be somewhat inhibited by a pledge to abolish the Department for Culture, Media and Sport as part of their streamlining measures. Given the department’s crucial role in administrating UK sport at every level, including a major role in delivering the Olympics, the policy seems potentially ill-judged.

Another policy that stood out from the manifestos was the Green Party’s position on horse racing. The proposal for a whip-free Grand National, and consequent ‘full review of the sport’ would represent a step towards the event being cut from the sporting (and sponsorship) calendar altogether. With £80m bet every year by the British public and 600m TV viewers globally, the policy would have widespread impact.

These more outlandish promises might be laughed off in almost any other election campaign, but given the likely delicate balance of power, concerns are justifiable, especially if either party were to grab power under a coalition or alliance.


Boiling 500+ pages of manifesto down into a seven-point snapshot was easy. Not because the Synergy Insights team comprises some of the brightest sponsorship brains in Britain (although this may well be true), but because sport and sponsorship have largely been sidelined by the UK political parties. While our seven snippets show that the parties have not been totally silent, one thing is emphatically clear:

Sport could use sponsors now more than ever.



Conservative Party

Green Party

Labour Party

Liberal Democrat Party



Gambling Watch UK

Office for National Statistics

Sport England

Sport and Recreation Alliance

Sports think tank


Synergy Decisions – A Framework for Sponsorship Valuation

Today Synergy launches Synergy Decisions, the first ever tool developed to help brands value sponsorships in the same way that companies and other assets are valued. Sponsorship can impact business revenue and costs, so should therefore be treated as any other financial asset, rather than just marketing activity, or as a communications channel.

Synergy Decisions will help brands enhance their understanding of how much value sponsorship creates for their business. Other sponsorship valuation methodologies in the market today have a number of issues. In trying to address them, Synergy Decisions is a positive step forward for the sponsorship industry.

Synergy Decisions has spent the past year in beta testing where it has successfully helped four different brands make significant investment and resource allocation decisions. Having gained this experience, we are now in a position to roll it out more broadly across the market.

To share the detail behind the tool and how Synergy think about sponsorship value, we have written a white paper.

Read the full paper here

Brands wishing to develop a richer understating of how their sponsorship portfolio creates value can reach out directly to our Sponsorship Analyst Chris Pinner