Go Niners! Synergy cheer on from the NFL sidelines
Following our previous NFL update with the great Mayor of London, the excitement of the NFL in London only increased last week, climaxing with Sunday’s fourth International Series game at Wembley...
View ArticleWho should make the BBC Sports Personality of the Year Shortlist?
‘Tis the month for a good debate – you only have to click here to see the ongoing and lively discussions generated on our global poll to find the greatest sports marketing innovation of modern times....
View ArticleWhat’s the Greatest Sports Marketing Innovation? New: Mihir Bose on why it’s...
Mihir Bose needs little introduction as an award-winning journalist, author and broadcaster. From 2006- 2009 he was the BBC’s first Sports Editor; prior to that he was Chief Sports News Correspondent...
View ArticleFIBA gives British Basketball a shot
I for one was pleased to see the recent news that FIBA has given the British Basketball Team the chance to represent Team GB at the Games in 2012 – a result that sees Team GB represented in all sports...
View ArticleA day in the life of a Synergy waterboy
Being ‘called up’ to travel with the Triple Crown was quite a privilege for an intern. Scottish hands haven’t got this close to RBS 6 Nations silverware since 1999, when it was only the 5 Nations....
View Article6 Things The Jubilee Taught Us About The Olympics
The Jubilee provided food for thought for some of the key trends to watch during the Olympics – or the Jubilympics, as Twenty Twelve‘s sublime Siobhan Sharpe would of course describe it. 1. London 2012...
View ArticleSynergy and the Bupa Great North Run 2012
On the 16th September 2012 Bupa celebrated 20 years as title sponsor of the Bupa Great North Run, the world’s largest half marathon. Bupa plays a proactive role in helping to inspire people to get...
View ArticleWimbledon 2013: An evolution from Fred to Andy
At the weekend Andy Murray won the Wimbledon Men’s Singles crown, ending a 77 year wait for a British champion at the home of tennis, and in doing so rounding off a wonderful weekend of British sport...
View ArticleDigital at Glasgow 2014: Let the Games Begin (again)
By Alex Balfour, Engine Chief Digital Officer and former London 2012 Head of New Media The London Olympic and Paralympic Games marked a high watermark for digital engagement. Although it was not the...
View ArticleOur Favourite Things Of 2013
The last week before Christmas gives us a great excuse (not that we need one) to remind ourselves of some of the campaigns, films, stunts, tech, social and experiential activity that really caught our...
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VIDEO: The vision of the future
Content. The buzzword of modern-day marketing. Not a day goes by in the office when the word content isn’t mentioned. With all this comes a huge increase in video content, and at a time where one...
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No surprises, except maybe one: a look at LA 2024 sponsorship
The Los Angeles 2024 Olympic Bid published its Games budget overview last week, which included a first look at its estimated revenue from domestic sponsorship. The headline of the release that...
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Five Campaigns that Made 2016 a Year to Remember for Women’s Sport
For many, 2016 has been a year to forget. But amongst the obvious chaos, we are delighted to head into Christmas with some altogether more positive news. Figures released by Sport England in the last...
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And Then There Were Two: Will It Be LA or Paris That Hosts The 2024 Olympics?
This being a gap year in the Olympic cycle, in 2017 we have no Olympics to look forward to, either of the Summer or Winter variety. But, as always in these gap years, there’s an Olympic spectacle of a...
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Two Steps Forward, One Step Back
On March 7th, as I sat in the audience of Engine's 21st Century Woman event, I couldn’t help but feel the momentum behind the profile and awareness of women’s sport. We are moving in the right...
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21st Century Girls
During Engine’s 21st Century Woman event yesterday, surrounded by a collection of clients and colleagues, listening to a captivating panel of women including Stella Creasy MP and Kate Dale of...
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Engagement Design – Less is Always More
'Engagement Design' isn’t just about how your campaign looks, it’s about how your campaign works. In this digital age we have ever-decreasing attention spans. It has never been more important to use...
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A New Race Strategy
$8bn: The amount paid by Liberty Media to acquire the commercial rights to F1$750m: Sponsorship revenue in 2015, down from $950m in 2011400m: F1 television audience in 2016, down from over 600m in...
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Nike’s most successful failure yet
You don’t have to work in the sports industry to know that Nike and adidas have a long, historic, and occasionally bitter rivalry. This was put to the side at 08:20 on Saturday morning in a single...
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Be Innovative. Be Bold. Be Stunning.
We’re hit by more and more branded messages on a daily basis, which means that the attention span of the average consumer is dwindling. On TV, in print, online or even in the palm of your hands, it’s...
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