International betting exchange group Betfair has hired the London specialist marketing consultancy Synergy to handle its sponsorship strategy and implementation.

The agency has initially been briefed to manage Betfair's high-profile marketing around the 2009 Ashes cricket series. Betfair is an official partner of the England & Wales Cricket Board (ECB) as well as the official betting partner of Test match grounds (see previous InfoPowa reports).

Synergy, which was appointed following a competitive pitch process, will manage experiential, PR and digital activation around this summer's series.

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