At the end of 2011 Synergy worked with Sky to develop, create, launch and activate Sky Sports Scholarships. This programme supports some of Britain and Ireland’s most exciting athletes to help them fulfil their potential on the international stage and prepare them for life in the spotlight. The athletes’ stories are told through Sky Sports channels to build their profiles, engage its customers and inspire the stars of the future.

Sky has been one of the leading investors in Sport in the UK and Ireland for the past 20 years – not only through their broadcasts, but also through programmes like British Cycling, Sky Sports Living for Sport and the ECB Coach Education Programme. Sky Sports Scholarships extends this support to individual athletes, providing them with crucial funding, helping to cover the costs of coaching, training and competition, valuable mentoring support and media relations advice from Sky Sports News mentors.

Eight of the eleven athletes were welcomed at Sky Studios on 2nd November 2011 for the announcement and launch of the programme. The athletes completed live interviews on Sky Sports News, web-chats and green-screen filming as well as camera and social media training. They also had a chance to meet their Sky Sports News mentor.

Synergy have been closely involved since the very beginning of the programme, working up the campaign strategy, developing the brand messaging, identifying the right athletes and negotiating the contracts. Since the launch of the programme itself, our primary role has been to manage and deliver athlete appearances, but Synergy’s involvement has expanded to include creative activation strategy and PR, with press coverage secured in the Daily Mirror, Evening Standard and The Metro.