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

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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.
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Keywords: MasterCard; social responsibility; sponsorship activation

Document Type: Research Article

Publication date: September 1, 2013

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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