Corruption & The World’s Game - A Sponsorship Dilemma
:
Kevin Filo
:
$6
:
Nov 1, 2015
:
Jul 1, 2017
:
MCC-00917
:
Digital PDF
:
11 pages
:
10 pages
A long time sponsor of FIFA, National American Brewing Company (NABC) is fresh off a wildly successful 2014 Men’s World Cup activation when scandal rocks FIFA’s leadership group and casts a shadow on all involved. As the optics get worse and pressure mounts from media, fans, and internal stakeholders, NABC has a decision to make, one that may shape the future of their sponsorship portfolio and directly impact their business for better or worse. Students are tasked with conducting a cost benefit analysis on both sides of the issue, and creating a management recommendation to senior leadership outlining both the company’s path forward, and a communication plan to execute it. Learning opportunities abound from this real world case touching business ethics, corporate social responsibility, and sponsorship management.