| HBS Case Collection
John Hancock Financial Services: Sports Sponsorship
Senior corporate communications executives of a major financial services firm are reviewing the company's sports sponsorship program and are considering expanding it. Hancock already is the corporate sponsor of the Boston Marathon and has the opportunity to sponsor the Sun Bowl (football game). Major questions include the role and evaluation of sports sponsorship as part of Hancock's image enhancement initiatives.
Keywords: Communication Strategy;
Brands and Branding;