Dr David Cook

Senior Lecturer

School of Justice, Security and Sustainability

A marketing practitioner with over a decade’s worth of commercial experience, my previous role before joining Staffordshire University was within the hospitality sector as Customer Insight & Experience Manager at Marston’s PLC. Prior to this, I also worked in Marketing Insight and Brand Management roles at firms including 3M, Kantar, and Molson Coors and maintain close links with many businesses. I am also a certified Market Research practitioner, holding the MRS Advanced Certificate in Market & Social Research Practice. I have also spent almost a decade working within academia, teaching across a range of Business, Sport & Events, and Marketing courses. I am also a Fellow of the Higher Education Academy and an External Examiner. I am an active researcher, specialising in the areas of shared value creation, brand strategy and sport and event marketing, publishing several peer-reviewed research papers in prominent academic journals such as: European Sport Management Quarterly, The International Journal of Voluntary and Non-profit Organizations, and The International Journal of Sports Marketing and Sponsorship, as well as providing numerous published chapters and case studies for academic textbooks. I hold BA Hons (Business & Marketing) and MSc (Marketing Management) degrees, as well as a PhD on the topic: ‘Sponsorship of Major Sport Events: A Creating Shared Value (CSV) Approach’. This study contributed knowledge in four main areas: developing an understanding of how CSV principles can be applied in order to benefit different stakeholders; addressing a growing need for business sustainability considerations; exploring the potential of sport events as co-creation platforms; and advancing sponsorship management methods. 

Professional memberships and activities

Fellow, UK Higher Education Academy (FHEA)

MRS Advanced Certificate in Market & Social Research Practice 

Academic qualifications

PhD (2021, Coventry University): Sponsorship of Major Sport Events: A Creating Shared Value (CSV) Approach 

Postgraduate Certificate in Higher Education (2015, Coventry University) 

MSc Marketing Management (2009, University of Central Lancashire)

BA (Hons) Business Studies with Marketing (2008, University of Central Lancashire) 


Customer Experience, Marketing Insight, Marketing Strategy, Event Management, Sport Marketing, Personal & Professional 

Research interests

Shared Value Creation Brand Development Sport Marketing and Events 

Enterprise and commercial interests

Experience of working with both UK and International educational partner institutions, public sector bodies such as the British Council, and numerous private sector firms to enhance student employability


Cook, D., Biscaia, R., Papadas, K., Simkin, L., & Carter, L. (2021). The Creation of Shared Value in the Major Sport Event Ecosystem: Understanding the Role of Sponsors and Hosts. European Sport Management Quarterly. https://doi.org/10.1080/16184742.2021.1931394


Cook, D. & Pich, C. (2021) “We’re Gonna Get Ourselves (Re-) Connected!” – How can major events such as Euro 2020 bring societies back together in the wake of Covid-19 - or - is the writing on the wall? In Kitchen, P. and Tourky, M. E. (2021), Integrated Marketing Communications: A Global Brand-Driven Approach (2nd Ed.) Palgrave Publishing


Pritchard, A., Cook, D., Jones, A., Bason, T., & Salisbury, P. (2020). Building a brand portfolio: The case of English Football League (EFL) clubs. European Sport Management Quarterly. https://doi.org/10.1080/16184742.2020.1802501


Pritchard, A., Cook, D., Jones, A., Bason, T., Salisbury, P., & Hickman, E. (2019). Professional Sports Teams: Going Beyond the Core. International Journal of Sports Marketing and Sponsorship, 20(4), 544-566. https://doi.org/10.1108/IJSMS-05-2018-0056


Cook, D. & Anagnostopoulos, C. MK Dons and AFC Wimbledon – Moving the Goalposts and Rising from the Ashes. In Arthur, D., Beech, J., and Chadwick, S. (2017). International Cases in the Business of Sport (2nd Ed.). Routledge.


Anagnostopoulos, C., Gillooly, L., Cook, D., Parganas, P., & Chadwick, S. (2016). Stakeholder Communication in 140 Characters or Less: A Study of Community Sport Foundations. VOLUNTAS: International Journal of Voluntary and Nonprofit Organizations, 28(5), 2224-2250. http://dx.doi.org/10.1007/s11266-016-9802-4


Bason, T., Cook, D., and Anagnostopoulos, C. (2015). Legacy in Major Sport Events: Empirical Insights from the 2010 FIFA World Cup in South Africa. International Journal Choregia, 11(1), 43-61. http://doi.org/10.4127/ch.2015.0096

External profiles

in the UK for Quality Education

Sustainable Development Goal 4, Times Higher Education Impact Rankings 2023

for Career Prospects

Whatuni Student Choice Awards 2023

for Facilities

Whatuni Student Choice Awards 2023

for Social Inclusion

The Times and The Sunday Times Good University Guide 2023

of Research Impact is ‘Outstanding’ or ‘Very Considerable’

Research Excellence Framework 2021

of Research is “Internationally Excellent” or “World Leading”

Research Excellence Framework 2021

Four Star Rating

QS Star Ratings 2021