Dean Faulkner's Blog – August 2012 Archive (2)

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…