Case | HBS Case Collection | December 1998

John Hancock Sports Sponsorship: 1993-2000 and Beyond

by Stephen A. Greyser and John Teopaco


Examines sports sponsorship at John Hancock through 1998 and prospectively beyond. From its early sponsorship of the legendary Boston Marathon, the company had expanded its activities substantially. It was one of the worldwide "Top Sponsor" companies of the Olympics, a very significant expenditure. The company also sponsors the U.S. Tour of World Gymnastics Champions and Figure Skating Champions. Students must analyze the company's activities in the context of benefits to John Hancock and its constituencies. Considerable description is included of ways the company tries to "leverage" its sponsorships. The company's principles of sports sponsorships are included.

Keywords: Opportunities; Values and Beliefs; Marketing Strategy; Sports;


Greyser, Stephen A., and John Teopaco. "John Hancock Sports Sponsorship: 1993-2000 and Beyond." Harvard Business School Case 599-027, December 1998.