Synergy has been Coca-Cola’s strategic football sponsorship consultancy in the UK since 1996.

Having partnered Coke in negotiating its title sponsorship of the Football League in 2004, Synergy has subsequently been responsible for managing the brand’s interaction with the Football League and its 72 clubs. From the 2010-11 season Coke has transitioned from title sponsor to partner, and Synergy continues to manage all aspects of the relationship.

Synergy’s responsibilities range from contractual rights negotiation, management of rights delivery including club, rights-holder and third party supplier liaison, as well as strategic planning, creative development and implementation of activation campaigns in relationship to the asset.

Since the 2004-05 season, Synergy has worked together with Coca-Cola’s cross-agency group from development to execution on a range of award winning campaigns such as Club Colours, Win a Player, Buy a Player, and Find the Next Rooney – with full responsibility on an annual basis for delivery of The Coca-Cola Football League Play Off Finals.

Synergy also manages the season long supply of Powerade to all Football League clubs, enabling players to hydrate efficiently whether in preparation for the big game or when performing to the best of their abilities on the pitch.

It’s a full-time undertaking, mirroring the commitment of Coca-Cola to the 72 clubs of The Football League.