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.