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  • December 1987
  • Case
  • HBS Case Collection

John Hancock Financial Services: Sports Sponsorship

By: Stephen A. Greyser
  • Format:Print
  • | Pages:30
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Abstract

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; Marketing Strategy; Performance Evaluation

Citation

Greyser, Stephen A. "John Hancock Financial Services: Sports Sponsorship." Harvard Business School Case 588-051, December 1987.

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