Skip to main content
padlock icon - secure page this page is secure

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

The full text article is not available for purchase.

The publisher only permits individual articles to be downloaded by subscribers.

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.
No References
No Citations
No Supplementary Data
No Article Media
No Metrics

Keywords: MasterCard; social responsibility; sponsorship activation

Document Type: Research Article

Publication date: September 1, 2013

More about this publication?
  • 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.

  • Editorial Board
  • Information for Authors
  • Subscribe to this Title
  • Contact us
  • Forthcoming content
  • Multi-user licences
  • Ingenta Connect is not responsible for the content or availability of external websites
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more