Product details

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Subject category: Marketing
Published by: Ivey Publishing
Originally published in: 2011
Version: 2011-04-05
Length: 14 pages
Data source: Field research

Abstract

The case explores the use and importance of corporate sponsorships, specifically how these relationships are formed with the Canadian Breast Cancer Foundation. The associate director of National Corporate Programs at the Canadian Breast Cancer Foundation (the Foundation) needs to determine the Foundation's direction regarding its corporate sponsorship program. Due to the slowdown in the economic environment, a major sponsor of the Foundation, who has contributed more than $1 million to the charity over the past five years, decided to pull two products from the shelf. The associate director needs to find a way to replace that support. Fortunately, the Foundation was approached by three corporations who were interested in becoming corporate sponsors. The associate director and her team now need to evaluate the three corporate sponsorship proposals to determine whether they fit with the Foundation's values and goals.
Location:
Size:
Medium
Other setting(s):
2010

About

Abstract

The case explores the use and importance of corporate sponsorships, specifically how these relationships are formed with the Canadian Breast Cancer Foundation. The associate director of National Corporate Programs at the Canadian Breast Cancer Foundation (the Foundation) needs to determine the Foundation's direction regarding its corporate sponsorship program. Due to the slowdown in the economic environment, a major sponsor of the Foundation, who has contributed more than $1 million to the charity over the past five years, decided to pull two products from the shelf. The associate director needs to find a way to replace that support. Fortunately, the Foundation was approached by three corporations who were interested in becoming corporate sponsors. The associate director and her team now need to evaluate the three corporate sponsorship proposals to determine whether they fit with the Foundation's values and goals.

Settings

Location:
Size:
Medium
Other setting(s):
2010

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