Considers sports sponsorship in John Hancock before 1998, and eventually beyond. From the very first sponsorship legendary Boston Marathon, the company has expanded its operations considerably. It was one of the world's "Top Sponsor" of the Olympics, very significant costs. Company also sponsors the American tour of the world gymnastics champion and figure skating. Students should review the company's activities in the context of benefit for the John Hancock and its districts. Significant description included how the company is trying to "use" his sponsors. Principles of sponsorship of sports included. "Hide
by Stephen A. Greyser, John L. Teopaco Source: Harvard Business School 10 pages. Publication Date: December 30, 1998. Prod. # : 599027-PDF-ENG
Related Case Solutions & Analyses:
The Exxon Valdez Revisited: The Untold Story (B) Epilogue
Loctite Corp.
GDLN Global Communications Journey to Hope (Short Version) Video
adidas Group: IT Multi-Sourcing at adidas
Teaming at Disney Animation
Paula Evans and the Redesign of the Cambridge Rindge and Latin School
ACME Chocolate Co
Reorganizing Healthcare Delivery through a Value-Based Approach
Double Vision: Making Eye Care Accessible through Cross-Subsidization
From Blockbuster to Video on Demand: Distribution Channel Innovation in the U.S. Video-Rental Industry
