Dean Faulkner's Blog (14)

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…

The outcry emanating from Westminster and other bastions of economic responsibility might lead the taxpaying citizen to think that sponsorship and event marketing is ineffective or even worse—wasteful . But as a fellow taxpayer, and as someone who has earned a living consulting with companies on how to "drive their business through sport," I can assure you that sponsorship and event marketing are not approached recklessly. The fact is, when properly planned,…

A new study has revealed that sponsorship of women’s elite sport in the UK amounted to just 0.5% of the total market between January 2010 and August 2011.



The report from The Commission on the Future of Women’s Sport indicated that sponsor spend on men’s sport accounted for 61.1% over the same period, with the remainder splashed out on mixed sports. The study, ‘Big Deal? The case for commercial investment in women’s sport’, revealed that there had been only a 0.1%…

Many organisations understand the importance of giving back to the communities in which they operate. These organisations, both large and small, recognize their responsibility to support their communities and those living within them.



Corporate sponsorships can be substantial for large organisations but can also be very significant for a smaller business. Giving is relative and the small…

Sponsorship gives the impression that only international brands and high salary footballers can benefit from these strategies, but that couldn’t be farther from the truth.

Sponsorship by its nature is a partnership opportunity for two organisations to create synergy. Synergy creates savings for both businesses and so should really be something every company should undertake – especially in an economic climate such as ours. Small businesses are even better…

The deal is done and the agreement is set. It is now time to bring the sponsorship to life. This is known as "activation" or sometimes leverage or implementation.

Many marketers believe that activation is what the sponsorship is all about. In some circles it is viewed as so important as to have an activation strategy in place before seeking the right opportunity to sponsor.

Activation includes any activity that is performed in conjunction with the sponsorship…

Sponsoring is a friendly way of marketing. It's much friendlier than advertising.



When prospects are on the receiving end of your advertising they know that you are trying to sell them something. So naturally their guard goes up. They prepare to deflect your advertising assault. And they are looking for the fine print. They are searching for the lie in your claims. Mass market advertising can be the least effective form of marketing and it's very expensive.



Sponsoring is…

An increasingly common form of promotional activityeven at local and grassroots level is sponsorship.

However there are many kinds of sponsorship:

• Television and radio programme sponsorship (e.g. Cadbury’s sponsor broadcasts of Coronation Street). The increasing fragmentation of television in the UK through new digital channels is providing many more opportunities for sponsorship of this kind

• Sports…

Simply put, it's the endorsement of a product or brand by an individual, team or event. A detailed definition comes from the International Chamber of Commerce. Sponsorship is:

'any commercial agreement where a sponsor contractually provides financing or other support, in order to establish an association between the sponsor's image, brands or products, and a sponsorship property (club, event or athlete/player), in return for the rights to promote this association and/or…

Sponsorship is the fastest growing form of marketing although despite perception to the contary, it is still very much in its infancy, especially in the trade show arena. With this in mind, you can find unlimited opportunities to broaden your competitive advantage by increasing your credibility, image and prestige in sponsoring events attracting your target market.

Some trade show promotional opportunities include sponsorship of the press room, an international lounge, a…