IDEAS home Printed from https://ideas.repec.org/a/aza/jbs000/y2013v2i3p300-311.html
   My bibliography  Save this article

Sponsorship activation and social responsibility: How MasterCard and Major League Baseball partner to Stand Up To Cancer

Author

Listed:
  • Fortunato, John A.

    (Fordham University, USA)

Abstract

Researchers are clear in their assessment that sponsors benefit by investing in activation programmes that achieve brand goals. Researchers are also clear in their articulation of the potential benefits for companies engaging in social responsibility initiatives. Therefore, it would seem that having a sponsorship activation with a sports property including a social responsibility component would serve as an ideal promotional communication opportunity. One example of a sponsorship activation programme with a social responsibility component is that of MasterCard and Major League Baseball partnering to raise money for the ‘Stand Up To Cancer’ charity. In 2011 and 2012, through its ‘Eat, Drink, and Be Generous’ and ‘Dine and Be Generous’ campaigns, MasterCard donated more than US$8m to Stand Up To Cancer. In activating its sponsorship, MasterCard uses the popular assets of Major League Baseball that attract significant audiences, such as the All-Star Game, World Series, and major league players, to communicate awareness and execute its campaign better.

Suggested Citation

  • Fortunato, John A., 2013. "Sponsorship activation and social responsibility: How MasterCard and Major League Baseball partner to Stand Up To Cancer," Journal of Brand Strategy, Henry Stewart Publications, vol. 2(3), pages 300-311, September.
    • Handle: RePEc:aza:jbs000:y:2013:v:2:i:3:p:300-311
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/3815/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/3815/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    sponsorship activation; social responsibility; MasterCard;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jbs000:y:2013:v:2:i:3:p:300-311. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.