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Community Sponsorships: Look for the Added Value

Community Sponsorships: Look for the Added Value IJSMS 2/1 19/9/02 12:36 pm Page 67 Community Sponsorships: Look for the Added ● Keywords: Community Investment, Special Olympics, Long-term Benefits Community Sponsorships: Look for the Added Value Michael Holm Received: 28 January, 2000 to realise such goals are the focus of this Managing Dire paper. Specifically, four companies which have Holmes PR an Executive Summary each enjoyed long-term benefits from their Marketing This article explores the way in which compa- relationship with the Special Olympics charity Communicatio nies are increasingly looking for some form of are examined. Alexandra Hou Battersea Park return on their community investment pro- London SW11 grammes, and how charities and those respon- Community Sponsorships: Look for the Added sible for community initiatives are responding. Value Tel: 020 7622 Many companies have embraced the opportu- Corporate support for charities and communi- Fax: 020 7622 nity to enhance their reputations and even add ty projects is polarised, at one end, by philan- E-mail: micha @holmes.co.u value to their marketing programmes through thropic donations which modestly merit a line carefully selected community sponsorships. in the Annual Report and, at the other, by However, there are still a large number of increasingly-popular cause-related marketing companies that maintain a http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

Community Sponsorships: Look for the Added Value

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1464-6668
DOI
10.1108/IJSMS-02-01-2000-B006
Publisher site
See Article on Publisher Site

Abstract

IJSMS 2/1 19/9/02 12:36 pm Page 67 Community Sponsorships: Look for the Added ● Keywords: Community Investment, Special Olympics, Long-term Benefits Community Sponsorships: Look for the Added Value Michael Holm Received: 28 January, 2000 to realise such goals are the focus of this Managing Dire paper. Specifically, four companies which have Holmes PR an Executive Summary each enjoyed long-term benefits from their Marketing This article explores the way in which compa- relationship with the Special Olympics charity Communicatio nies are increasingly looking for some form of are examined. Alexandra Hou Battersea Park return on their community investment pro- London SW11 grammes, and how charities and those respon- Community Sponsorships: Look for the Added sible for community initiatives are responding. Value Tel: 020 7622 Many companies have embraced the opportu- Corporate support for charities and communi- Fax: 020 7622 nity to enhance their reputations and even add ty projects is polarised, at one end, by philan- E-mail: micha @holmes.co.u value to their marketing programmes through thropic donations which modestly merit a line carefully selected community sponsorships. in the Annual Report and, at the other, by However, there are still a large number of increasingly-popular cause-related marketing companies that maintain a

Journal

International Journal of Sports Marketing and SponsorshipEmerald Publishing

Published: Mar 1, 2000

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