How the Steelers new title sponsor found the Steelers
“Let’s Make Memories and Put Smiles on People’s Faces” – Dean Foulkes on Why DSM Joined the Steelers Family
For DSM Managing Director Dean Foulkes, becoming title sponsor of the Sheffield Steelers and Sheffield Steeldogs wasn’t part of a long-term business strategy.
In fact, it all began with a wet and miserable Sunday afternoon.
A lifelong Sheffield United supporter, Dean had spent more than 35 years following the Blades up and down the country, visiting 85 different away grounds in the process. But six years ago, with nothing planned one rainy Sunday, Dean and his family decided to do something different and headed to the Utilita Arena to watch the Steelers for the very first time.
The rest, as they say, is history.
“I loved it instantly,” smiled Dean. “I remember driving home thinking, ‘Why is Marco Vallerand so much faster than everyone else?’
“I’d seen on Instagram that Marco had been to watch Sheffield United and stood on the Kop, so I sent him a message inviting him into our suite at Bramall Lane. From that day on we’ve become good friends.”
Dean’s relationship with Sheffield United is well established. DSM became the club’s Training Kit Sponsor in 2019 before later sponsoring the John Street Stand, which became known as the DSM Family Stand.
But despite his lifelong passion for football, it was the atmosphere surrounding the Steelers that captured the imagination of Dean and his family.
“I found the whole environment around the Steelers and ice hockey so much different to football. The players were approachable, people like Marco were brilliant, but it was more than that. The whole experience of a night with the Steelers was something my family and I really enjoyed.
“Over the years we became involved in a small way and built a great relationship with Mike O’Connor. Then this summer we started talking about the possibility of taking that partnership to another level, and I became excited by what we could do together.”
For Dean, however, this partnership is about far more than having the DSM name on shirts, around the arena or across the Steelers and Steeldogs brands.
“For me, it’s all about the experience. This partnership is about making memories and giving something back. It’s about putting smiles on people’s faces.
“It’s a cool thing to be involved with and I know not only my family, but our staff, friends and business associates, are all going to get so much enjoyment from being part of it.”
Established in 2000, DSM has grown into one of the UK’s leading structural envelope contractors, delivering innovative roofing, cladding and complete building envelope solutions across the United Kingdom and Ireland.
The South Yorkshire-based family business has played a major role in some of the country’s best-known commercial developments, including the construction of more than 260 McDonald’s restaurants, with hundreds more projects planned across the UK. From Inverness to Cornwall, Northern Ireland to the Isle of Wight, DSM estimates it has been involved in around 70 per cent of all newly built McDonald’s restaurants in Britain in the last 10 years.
Yet despite that remarkable success, Dean insists this sponsorship isn’t about chasing more business.
“We’re fortunate that we’re already very busy and have work secured, so this isn’t really about attracting new business.
“For us, it’s about giving something back. We’ve invited supporters into our suite before and seeing children meet their heroes like Marco and Dowdy afterwards is incredibly rewarding. Watching those smiles makes everything worthwhile.”
As DSM embarks on its first season as title sponsor of both the Sheffield Steelers and Sheffield Steeldogs, Dean admits he can’t wait for what lies ahead.
“My family, everyone at DSM and I are really looking forward to the season, both on and off the ice. If we can help create memories and put smiles on people’s faces, then we’ll have achieved what we set out to do.
“Although,” he laughed, “a league championship would be nice as well!”