Betfair signs with Synergy

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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