Synergy partnered Wilkinson Sword in negotiating a world-first global sponsorship and licensing deal with Manchester United, acquiring the exclusive rights to market United grooming products worldwide fronted by campaigns featuring the United players.
Synergy then worked with Wilkinson Sword’s international markets to create bespoke local sales promotion campaigns targeting United fans and their families, which ran in 22 countries from North America to China.
Results included a UK ‘Win a United Season Ticket’ on-pack promotion which generated a redemption rate eight times higher than the industry norm, and a sales promotion in Japan which sold a staggering 1.6 million United razors.
Case Studies
Wilkinson Sword
Blog
Is sponsorship really all about 'gratitude'?
By Carsten | May 21st, 2013 | Sponsorship, Advertising, Consultancy, IEG 2013, GratitudeIn her opening session of the IEG Conference, Laren Ukman said something which really jumped out at me. She said that the biggest advantage sponsorship has over other forms of marketing is the...
How to buy friends and influence no one
By Rob Guppy | May 20th, 2013 | Sponsorship, Branded content, Brand marketing, Twitter, Social Media, brand communication, Participation, FollowersOn a recent Monday morning, I made the questionable decision to buy myself some followers on Twitter. Egged on by a colleague and a feeling of intrigue, I plugged in my details and purchased...
Social development through football – a Brazilian perspective
By Tim | May 20th, 2013 | UNICEF, My Blood Is Red And Black, WWFby Bruno Scartozzoni and Guilherme Guimarães Inevitably, the international headlines about Brazil tend to focus on our remarkable social and economic development over the last twenty years, but...
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