Dean Faulkner's Page

The Globe in Landore, Swansea, is a community pub but this particular community is sports-mad. So it's no surprise that licensee Christine Bray decided to go with the flow. This enterprising publican sponsors no fewer than nine sports teams - four football teams, three darts teams (two ladies', one men's), a pool team and a snooker team. All of the Globe's sponsored teams play in their local leagues, which of…

There have been many articles written along the lines of ‘Sponsorship – More Than Just Branding’. Whilst it’s plain that sponsorship has evolved into far more than straightforward logo placement, it’s important not to forget that branding – be it via naming rights, advertising hoardings or shirt sponsorships – is still relevant within the sports and sponsorship field and most importantly, still deemed hugely valuable in the eyes of…

Sponsorship marketing is a gray area for many marketers. Those who've focused on traditional advertising and publicity channels may be reluctant to delve into sponsorship activities or unsure how to find opportunities that fit. Evaluating teams, athletes, events and the benefits associated with sponsorship exposure can be cumbersome, particularly if you don't have your requirements and guidelines clearly defined ahead of time.

Effective use of sponsorship marketing requires careful…

Being remembered is never easy. Being remembered for the right thing is even harder.

It is difficult for consumers to see the gaps between global tournaments and sport event coverage because it is a central area for revenue with broadcasters.

Sponsors can look to establish both a message, proposition and market their sponsorship to defined target markets effectively. Much…