Talk Talk: helping kids to walk the walk
Listening to Radio 2 this morning, I was struck by the heated debate and the vehement opposition to the announcement that Talk Talk will be sponsoring lollipop ladies in South West London. With...
View ArticleMaking the most of the Twitty banter
“It’s good to talk,” a wise man once said. Whilst the ways in which we communicate have evolved dramatically since the days of Bob Hoskins’ well-loved ad campaign for BT, the fundamental ethos remains...
View ArticleCan Sponsorship Make the Public Sector Cut?
Advertising spend within the public sector is a contentious issue, particularly in the current economic environment. Prior to 2009, the Central Office of Information (COI) was regularly listed as one...
View ArticleThe Allianz Park Experience
A couple of weeks ago my brother and I set off for the Saracens vs. Harlequins match, safe in the knowledge that the game would definitely be going ahead (despite the freakish sub-zero weather...
View ArticleJust Rewards: Football, Fans and Fidelity
The merits of a loyal customer base are well explored in consumer marketing. Some suggest that it is 6 to 7 times more expensive to attract a new customer than retain an existing one, whilst the...
View ArticleSynergy goes Beyond the Brand for the Duchenne Children’s Trust
For regular readers of the Synergy blog, you’ll be fully aware that ensuring your sponsorship goes ‘Beyond your Brand’ is one of the key rules of the social era of sponsorship. Well, here at Synergy we...
View ArticleLighting the Way with SSE
To mark the launch of SSE’s Floodlight Reward scheme, Synergy signed up England stars Billy Twelvetrees and Alex Goode who braved the December cold for a game of urban floodlit rugby in East London....
View ArticlePersonalising Our Passions: The Future of Wearable Tech
Wearable tech – the accessories and clothing items that incorporate computing or advanced technologies – are seen as the next major digital companion. Over the past few years you’ve probably seen...
View ArticleThe Internet of Things: A New Pathway to Passions
The Internet of Things (IoT) is a term that will undoubtedly be familiar, even if the precise definition is somewhat hazier. The IoT is the concept that, one day, all objects will not only be uniquely...
View ArticleCapital One’s Grounds For Improvement Campaign
The 2013-14 football season saw Capital One enter the second year of their sponsorship of the League Cup, and the launch of a new brand campaign that positioned Capital One as The Credit Card that...
View ArticleThe Globalisation of Rightsholders
The globalisation of sport has entered its next evolution, with geographical boundaries now more blurred than ever and global-local tensions becoming ever more apparent. The movement towards...
View ArticleBack to Hockey: a winning approach to grassroots
Trying to fit playing sport around work and having a social life is difficult especially when you haven’t played since leaving school or university. What can be done to help rectify this? In 2010...
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Changing Perceptions in Women’s Sport
On Monday 26th September there was a picture on the front page of the Guardian showing Manchester City Women celebrating the moment they became WSL Champions. On the front page. Now that is a step in...
View ArticleWomen’s Sport Week 2016
In our second instalment of special guest interviews to celebrate Women’s Sport Week 2016 we spoke to Baroness Sue Campbell, Head of Women’s Football at The FA. A former England netball player and...
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Women’s Sport Week 2016
Taking over our blog today, in honor of Women's Sport Week, is Anna Kessel, renowned sportswriter for the Guardian and the Observer, as well as Chair and co-founder of Women in Football. In June, Anna...
View ArticleGold in Rio. What Does this Mean for Women’s Hockey?
Ever since I picked up my first hockey stick at the age of 12, I was hooked and the aspiration of playing for my country was born. To watch the Team GB women win gold in Rio and stand on the podium...
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Two Steps Forward, One Step Back – WSW16
Sitting in the audience at Monday's launch event for Women's Sport Week, I couldn’t help but feel the momentum behind the profile and awareness of women’s sport. We are moving in the right direction....
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Bose F1 Garage Experience: The Power of Sound
Can the power of sound take you somewhere you’ve always wanted to go?Can Virtual Reality, without the visual component, be just as immersive?Bose is convinced that the answer to both of these...
View ArticleWhy Brands Aren’t Buying The Olympic Stadium Sponsorship
Naming rights sponsorships of major sports stadiums and entertainment arenas are something with which we are all very familiar. What began as a US phenomenon in the 1970s and 80s, as brands took the...
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Protests & Progress: The Continued Rise of RB Leipzig
In September 2014, I wrote a blog about how RB Leipzig were sending shockwaves through German football as they reached the 2. Bundesliga. The team have since continued with their rapid rise, climbing...
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