2012 is the tenth year of RBS’s title sponsorship of the Six Nations, the premier rugby tournament in the Northern Hemisphere. Synergy has been the lead agency for RBS from the very beginning of this relationship.

The RBS 6 Nations Championship matches are played over a seven week period in February and March each year; however, RBS’s activation around the sponsorship begins with the launch of the Championship in January through to the extremely popular RBS RugbyForce weekend in June.

Synergy consults on the brand sponsorship strategy as well as creating and activating the Championship PR programme.  Synergy also manages the Championship press office - proactively creating news stories that engage the media ; providing valuable assets such as the Championship launch, Media Guide and weekly stat bulletins as well as fielding media requests for player and ambassador interviews.

In 2011 the RBS 6 Nations Roadshow was launched to encourage business units to use the contractual assets to create their own events or add value to existing events.  Synergy worked closely with Coutts, GBM, Adam and Co, RBS Retail, Corporate and Ulster Bank on more than 44 events from January through to June.  The events were as diverse as client dinners for 20, staff events to arranging for the RBS 6 Nations Trophy to attend a Trade exhibition in Luxembourg.

Over the last three years, Synergy has also played a crucial role in developing the grassroots elements of RBS’s rugby sponsorship, managing the communications programme for RBS RugbyForce and the Daily Mail RBS Schools programme.