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Volume 24 No. 135
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What I Like With Synergy CEO Tim Crow

Crow said he would like to change the overcommercialization of sports
In our continuing series, SportsBusiness Daily/SportsBusiness Journal asks top sports personalities for their thoughts, ideas, aspirations and likes. Today, Synergy CEO TIM CROW.

What I Like…

An insight: A great sponsorship activation should feel like something that only your brand can do. If you can easily substitute another brand into the activation -- especially one of your competitors -- start again.

An influential person in my career: KAREN EARL, Synergy Chair. I’m privileged to have known Karen for most of my working life and to have worked with her since I joined the business in '99.

An out-of-the-box idea: Don't think of fans as communities to be managed -- think of them as ecosystems to be nurtured.

A timeless idea: There are only two sorts of deals: good ones and bad ones.

A sports facility: Camp Nou, home of FC Barcelona. Watching a big match there is an unforgettable experience.

A naming-rights deal: The O2 in London. Naming rights reimagined as 21st century marketing, not 20th century badging.

A sports event: London '12. Fairly top-of-mind right now!

A strategy: P&G’s “Proud Sponsor of Moms” Olympics strategy. Credible, powerful and very differentiating.

A hire: Manchester United hiring -- and in the early years staying loyal to -- Sir ALEX FERGUSON.

A brand: Apple. Quite simply the brand of our times.

A marketing campaign: Since Nike found its soccer voice 10 years ago, watching its soccer business evolve through a series of consistently brilliant campaigns has been fascinating.

A trend: The revolution in sports and entertainment marketing created by social media.

An innovation: Real-time and location-based marketing: '12 will, I suspect, be a breakthrough year.

A Twitter user/account: I follow around 200 people, but if I had to single out one it would be PAUL KELSO (@pkelso), the Daily Telegraph’s chief sports correspondent, who is consistently intelligent and entertaining.

A story that bears watching: The evolution of sports marketing in the BRIC economies.   

An idea or invention I wish I had thought of: Facebook.

A fantasy job: Founder, Time Machines Inc.

What I Like About…

My job: The people I work with.

Sports: Matchups between immortals, such as [MUHAMMAD] ALI v. [JOE] FRAZIER when I was growing up, or more recently [ROGER] FEDERER v. [RAFAEL] NADAL.

Sports business
: The energy.

Sports media: Nowadays, the ability to customize it.

Sports technology: In golf, it¹s helping me to improve despite getting older!

Competing: Winning.

The future of sports business: The inevitability of improved governance.

Sports fans: The humor.

What I Would Like To…

Change: The overcommercialization of much of sport in recent years.

Change in what I do: Have less competitors!

See: More of my wife and daughter.

See more of in sports
: Good governance.

See more of in sports business: Marketers.

See less of in sports: Poor governance.

See less of in sports business: Salesmen.

See different: An increased emphasis on qualitative research.

: Rights holders making cut-and-paste pitches to brands without doing any prior research on them as businesses.

What I Don’t Like...

In general: Apathy.

Pet peeve: Poor spelling and grammar.

In sports: Cheating.

In business: People who live by rules rather than values.

About sports fans: The minority who use their support as an excuse to be anti-social.      

What I Like…

People: Who always give their very best.

That would surprise those who know me: I find a lot of sports boring.

Above all else: Spending time with my family.

About myself: I’ve been a non-smoker for over a year now.



Team: FC Halifax Town.

Olympic sport: Anything Team GB wins a medal in at London '12.

City: New York City.

Possession: Wedding ring.

Memento: My late father's wallet.

Time of year: Summer -- I love the heat.

Music: I have eclectic tastes but default to MILES DAVIS.

Books: I love IAN FLEMING’s James Bond stories. So much better than the Bond movies.

Authors: If I had to choose one it would be CHARLES DICKENS.

Magazines: I occasionally buy a golf magazine.

Websites: Too many to mention. I do virtually all my reading online.

Gadget: Kindle.

IPad app: Anything we’re creating for a client.

Chore: Mowing the lawn.

Hobbies: Golf and the gym.

Trip: We love heading up to the North Norfolk beaches.

Movies: Any good thriller.

TV: “The Wire.”  

Concerts: London theater and musicals.


Food: Sushi.

Dessert: Ice cream.

Drink: Vodka.

Scent: Freshly mown grass.

Vacation spot: Miami Beach.

Car: Mini Countryman.

Aftershave: Davidoff Cool Water.


Quote: I'm hoping to hear JACQUES ROGGE say "This was the greatest Games ever" at the London '12 Olympics Closing Ceremony in August.