Subject category:
Marketing
Published by:
Wits Business School - University of the Witwatersrand
Length: 20 pages
Data source: Field research
Abstract
It was July 2008 and the Tour de France had just finished. Barloworld Ltd, an industrial brand management company, had sponsored one of the teams that took part - named Team Barloworld. It was a team that had proven extraordinarily successful in 2007, earning the Barloworld brand significant global brand awareness and publicity. However, one of the Team Barloworld cyclists in the 2008 Tour de France had tested positive for doping, potentially compromising two of the Barloworld brand values, namely honesty and integrity. Now Chris Fisher, head of corporate marketing at Barloworld, had to make an urgent decision about the future of the sponsorship.
About
Abstract
It was July 2008 and the Tour de France had just finished. Barloworld Ltd, an industrial brand management company, had sponsored one of the teams that took part - named Team Barloworld. It was a team that had proven extraordinarily successful in 2007, earning the Barloworld brand significant global brand awareness and publicity. However, one of the Team Barloworld cyclists in the 2008 Tour de France had tested positive for doping, potentially compromising two of the Barloworld brand values, namely honesty and integrity. Now Chris Fisher, head of corporate marketing at Barloworld, had to make an urgent decision about the future of the sponsorship.