Overview of Synergy Sponsorship

Synergy offers the broadest, most flexible and most relevant toolkit for 21st century sponsorship.

We can guide brands through any and every stage of the sponsorship process, from strategy to delivery, using the experience, processes and insights we’ve honed over three decades at the cutting edge of sponsorship.

True to the Synergy philosophy, we do this by creating specialist teams individually tailored to our clients’ needs.

And underpinned by a guarantee of impartial as well as expert advice because we don't sell sponsorships.

Consultancy

The Synergy Consulting Practice advises brands how they can best use sponsorship to deliver their strategic, marketing and business objectives.

Using a collection of proprietary tools, techniques, frameworks and processes, we help our clients solve the big strategic questions around sponsorship including:

• Strategy Development: How should sponsorship be used to land the brand message and engage with the audience? What are the most efficient platforms and territories, and what criteria should be used when evaluating potential assets?
• Asset Modelling & Identification: We start with the strategy and then use an analytical model to identify the best combination of assets to deliver that strategy. The evaluation includes both ‘off-the-shelf’ as well as bespoke/‘self-created’ solutions.
• Investment Case: We calculate the value of sponsorship assets by constructing a model which connects the rights and activation activity to a brand’s financial performance. With a clear view of the value at stake, we can ensure that sponsors are paying the right price.
• Contract Negotiation: Synergy never sells rights or represents rights holders – we always sit on the brand’s side of the negotiating table. We use our deep industry knowledge and experience to ensure our clients get the best deal.
• Activation Planning: Using proprietary frameworks we create activation plans which ensure brands use the shared passions that sponsorships create to play a meaningful role in their audiences’ lives.
• Measurement: Our proprietary measurement tools enable our clients to make better sponsorship decisions and understand what it takes to deliver tangible business value.

To discuss how Synergy can help your business create a winning sponsorship strategy, please contact Carsten Thode on +44 (0) 203 128 6800 or email hello@synergy-sponsorship.com.

Related Case Studies

Betfair Football Strategy

Chivas Life Series

Coca-Cola Football League

Guinness Premiership

Philips

Powerade and Rugby

Powerade and The Great Event Series

Olympic Games Marketing

Through our founder Karen Earl, Synergy’s Olympic Games experience dates back to the genesis of the Olympic sponsorship programme in the 1970s and 1980s, and working with both global and domestic Olympic sponsors is a staple of our business.

We offer a range of services related to Olympic and Paralympic Games sponsorship, including:

• Working with Games sponsors from strategy to delivery. We have been retained by Coca-Cola since 1996 to advise on all their major international and domestic sports sponsorships, including The Olympics, and we are BMW’s retained sponsorship consultancy for the London 2012 Olympic and Paralympic Games.
• Evaluating potential Olympic sponsorships. Using our proprietary tools and three decades of Olympic experience, we can provide brands with a detailed commercial analysis of the potential brand and business value of an Olympic sponsorship, the significant financial and operational investment needed, the risks, the alternatives and the critical success factors. We evaluated the London 2012 opportunity, for example, for brands in thirty categories.
• Bidding and negotiating Olympic sponsorships. Advising brands on bid strategies for Olympic sponsorships, and subsequently negotiating the contracts involved, is a core Synergy skillset.
  For example, we successfully partnered British Airways on the bid and negotiation of their London 2012 Tier 1 partnership in the highly competitive airline category.
• Advising businesses which are not Olympic sponsors on the complexities of Olympic and Paralympic Games Intellectual Property, and how to avoid breaching the associated legislation in marketing programmes.

For an introductory conversation on any of these services or Olympic Games Marketing in general, please contact Tim Crow on +44 (0) 203 128 6800 or email hello@synergy-sponsorship.com.

Related Case Studies

BMW

British Airways and London 2012

Coca-Cola and the Olympic Games

MINI

Olympic Torch Relay

Powerade and Beijing 2008

Schweppes Abbey Well

Experiential

Getting sponsorship right is not just about what you sponsor, it’s also about how you sponsor. Sponsorship is the natural platform for creating experiential, live marketing activity to target any and every audience.

Synergy Experiential delivers innovative, interactive and, most importantly, integrated brand activation experiences. Our ideas and solutions drive response and create lasting relationships. We are driven by ideas and results.

Our team loves a challenge and sees the big picture whilst being focused on the detail. We provide seamless delivery and have a proven track record across a variety of brands worldwide.

Our services include:

• Activation campaign & concept development
• Live events
• Brand experience
• Mobile marketing
• Hospitality
• Launches
• Road shows
• Stunts
• Guest Management
• Prize fulfilment
• Sampling

For an introductory conversation on any of these services, please contact Lisa Parfitt on +44 (0) 203 128 6800 or email hello@synergy-sponsorship.com.

Related Case Studies

Ask.com ‘Inside Cricket’

Cannes Film Festival and Paris Lacroix Experience

Chivas 25 Year Old Launch

Chivas in Cannes

Coca-Cola Play Offs 2010

Glenlivet

Guinness 'Bring It To Life' Fan Match Experience

Guinness Club Together

Jameson Movie Mania Tour

Communications

In a borderless and fragmented media world, Synergy Communications is a Public Relations offering for a tradigital now.

We create insightful and consumer-led PR campaigns backed by decades of experience of maximizing sponsorships in sport, music and the arts. From local to global campaigns, we stand you out from the crowd and measure ourselves on outcomes not just outputs.

Our services include:

• Strategic public relations consulting
• Campaign management
• Online public relations
• Monitoring and evaluation
• Creative idea development
• Crisis management
• Press office management
• Celebrity contracts negotiation
• Celebrity endorsement management

To discuss how Synergy can help your business in any of these areas, please contact Adam Raincock on +44 (0) 203 128 6800 or email hello@synergy-sponsorship.com.

Related Case Studies

Aviva Ocean Racing Communications

Ballantine's 12 'Art of BEYOND' concept bar

Ballantine's Championship

Betfair Cricket

Betfair presents...MULive

Betfair’s Big Match – Kettering Town FC

Chivas Snow Golf Championship

Guinness Honesty Bar

Jameson Empire Awards

Jameson Empire Done in 60 Seconds

NFL - New Orleans Saints vs San Diego Chargers

NFL - Tampa Bay Buccaneers vs New England Patriots

RBS 6 Nations

RBS Formula 1

RBS Golf

RBS RugbyForce

RBS Tennis

Digital

Our agency was founded in 1984 on the principle of innovation, and today this ethos remains at the heart of everything we do. Digital is at the core of our business and we have pioneered the integration of digital into sponsorship, starting with our first digital campaign for a client way back in 1997.

Naturally, our digital capability includes social media, which has revolutionised the sponsors’ digital toolkit and ability to target and engage consumers. Synergy specialises in developing social media strategies for our clients, working with our Engine partners WCRS&Co and Jam to develop integrated solutions. Our experience ranges from the world’s first webcast tournament draw to an online hunt for F1 driver Nico Rosberg’s ‘lost’ motor- racing helmet in Brazil!

Our digital offering includes:

• Digital sponsorship strategy
• Social media: buzz monitoring, blogger outreach and tools for activation
• Mobile: location-based engagement utilising technologies – App development, QR Codes, RFID and Augmented Reality
• Content: planning, architecture and delivery
• Digital experiences: out-of-home, experiential and in-stadia fan engagement
• Search marketing strategy
• Social gaming

For an introductory conversation on any of these services, please contact Colin Burgess on +44 (0) 203 128 6800 or email hello@synergy-sponsorship.com.

Related Case Studies

Aviva Ocean Racing Online

Betfair Get Behind United – A World Football First

Content

Sponsorships create natural platforms from which to launch branded content strategies. These can act to complement and extend sponsorship activation and develop or drive consumer behaviour.

We can create and deliver branded content campaigns which involve your brand in an ongoing conversation with its audience. We can create deeper, longer-lasting experiences, which brands effectively ‘own’.

The services we offer include:

• Investigation
• Audit
• Format development
• Business planning
• Channels and syndication
• Product placement

To discuss how Synergy can help your business in any of these areas, please contact Colin Burgess on +44 (0) 203 128 6800 or email hello@synergy-sponsorship.com.

Employee Engagement

Synergy Employee Engagement unlocks the often under-exploited power of sponsorship to energise and motivate staff.

Together with our partners Dave, who specialise in internal culture, we help clients to make their sponsorship investment work harder internally by using sponsorship as a platform for strategic internal communication programmes.

We can tailor existing sponsorship activity, or advise on new sponsorships, to make a company’s brand, values or vision more real, engaging or relevant for employees. And we create and deliver campaigns with a buzz and excitement that makes people listen and want to get involved.

Our services include:

• Internal audits
• Strategy and planning
• Creative development of internal messaging and campaign ideas
• Internal campaign management
• Employee evaluation modelling

To discuss how Synergy can help your business in any of these areas, please contact us on +44 (0) 203 128 6800 or email hello@synergy-sponsorship.com.

Sales Promotion

Integrating sales promotion and promotional marketing techniques into your sponsorship exploitation planning will actively increase the likelihood of turning sponsorship awareness into customer action and, consequently, increasing your ROI.

Together with group company Partners Andrew Aldridge, we have a strong heritage of working with retail and FMCG clients to create and deliver innovative promotional marketing campaigns that can help brands to address a range of marketing objectives, including:

• Footfall
• Product launch
• Brand reappraisal
• Integrated communications
• Loyalty
• Trade support

To discuss how Synergy can help your business in any of these areas, please contact us on +44 (0) 203 128 6800 or email hello@synergy-sponsorship.com.

Related Case Studies

British Airways with Taste of London

Wilkinson Sword