John Hancock Financial Services: Sports Sponsorship

Case Solution

Stephen A. Greyser, John L. Teopaco
Harvard Business School ()

Corporate communications executives at a large financial services company are reviewing the company’s sports sponsorship program and considering expanding it. Hancock is already a corporate sponsor of the Boston Marathon and has the option to sponsor the Sun Bowl (soccer game). Key questions include the role and evaluation of sports sponsorship as part of Hancock’s image enhancement initiatives.

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