Sports Sponsorship and Brand Development

 Martin Beck-Burridge, Jeremy Walton


Subaru and Jaguar provide an outstanding example of what can be achieved when brand development and relationship marketing are combined to create a world class brand
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With sponsors' support, farmer John will plough through the ocean to help Devon Air Ambulance
At the end of this year, John Allen intends to undertake the challenge of a lifetime. During December, he will be part of the crew that sails across the 'Southern Ocean' in the third leg of the Clipper 07-08 Round The World Yacht Race - Durban, South Africa to Fremantle, Australia.
"Who am I? For the past ten years I have managed the home farm of the Maristow Estate, a mixed dairy and arable farm on the south west edge of Dartmoor. I am married with three children, who along with my employers fully support my desire for this challenge. Until recently I had no sailing knowledge but having completed the initial training for the race I have embarked on a steep learning curve".
 Challenges such as this do have their costs, of course, including training, insurance, equipment and travel - and so many of the participants seek sponsorship to cover some of their expenses.
"There are many way in which I can offer a return on sponsorship", says John, "writing articles, for instance, or delivering presentations on my experiences. These could be related to my sailing challenge or to the farming industry. I will be donating 50% of all sponsorship received to the Devon Air Ambulance Trust. The Trust is a worthy cause, providing fast and appropriate emergency treatment to casualties, often in remote, inaccessible or congested areas".
Contact: John Allen. Tels.: 01752 732815/07831 732450.
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