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In the early 1990s, the Mexican Grupo Bimbo was a leader in the world food industry, operating in 16 countries. In November 1993, Papalote Children''s Museum (Papalote Museo del Nino) was created in Mexico City. This civil society organization intended to contribute to children''s intellectual and emotional development through interactive and educational games and experiments. Shortly after its creation, the museum entered into a collaborative agreement with Bimbo, and the company agreed to sponsor several exhibitions in exchange for brand exposure on museum premises. Eventually, both parties jointly developed new activities such as the Public School Sponsoring Program, which covered the expenses for low-income children''s visits to Papalote Children''s Museum. Through sponsorships, the company contributed to several museum programs, such as the ''Mobile Papalote''- a traveling version of the museum touring other regions in the country. The teaching purpose is to analyze the advantages of strategic alliances and the opportunities provided for companies'' marketing development through the support of social causes.