Corporate social responsibility (CSR) has become an indispensable tool for brands looking to set themselves apart from the competition. Consumers today expect companies to contribute to the collective wellbeing by reducing the environmental impact of their activities and by doing their part to alleviate social problems.
A recent study conducted by the CROP research firm notes how such an approach influences the consumer perception of companies.
By David Tokarczyk, Formula 1 Grand Prix du Canada
Rio Olympics at a Glance
Safety was a key concern in my decision to visit Brazil given the constant media reports about the dangers of visiting the country. With the Zika virus spreading, the SC Johnson insect repellent brand Off! took the savvy step of becoming the official insect repellent supplier of the Rio 2016 Olympic Games, a move that reportedly had sales soaring over the same period last year. What is interesting is that SC Johnson is a competitor of Olympic Global Sponsor Procter & Gamble.
By Samantha Phelan, Manager, Sales and Service, St. John's IceCaps.
Two years ago, in the lead-up to the 2014 FIFA World Cup in Brazil, Beats by Dre—a popular headphones brand—took to the internet with a uniquely crafted “Game Before the Game” video featuring famous soccer athletes, Neymar and Sturridge, emulating what their pre-game rituals looked like.
Baby boomers, who have left their mark on pretty much every corner of society, are now reaching retirement age, are living longer and are in better health than their predecessors. This demographic evolution means that the number of people over 65 will double in the next 25 years. In turn, this will lead to significant economic changes and will also represent a huge challenge to event promoters, who will have to adapt their offering to attract new visitors or spectators on site and appeal to new television audiences.
Data measurement. We talk about it so much that it almost registers as a trending topic. And yet, despite all of our chatter, the truth is that sponsorship initiatives often go largely if not completely unmeasured, and, when we do attempt to quantify success, we often go about it wrong.
There are three gaps that undermine most attempts to measure sponsorships....
Article by Wael BSAIBES, Charlotte GRAY, Martin HAMMER, Jo HILL
For a sports property looking for sponsorship, finding companies that are willing and able to enter into partnerships is no mean feat. But before plunging into a deal, what are some of the considerations the sports property should consider about to ensure success? There are plenty of risks and pitfalls which could harm the property’s prosperity and brand. Taking time to assess risks before making a sponsorship agreement ensures that the property can mitigate some of these potential issues in the planning stage.