Colleen McGlone
Nathan Martin

The use of cause-related marketing (CRM) in sport appears to be increasing in popularity. These campaigns often create win-win situations for all parties involved. However, utilizing CRM campaigns in the sport arena does not come without risk and may ultimately limit the return on investment (ROI) for which many corporations seek. There are many illustrations of CRM campaigns in sport, one of which is the Live Strong campaign. Through this campaign, the Lance Armstrong Foundation (LAF) has attracted a great deal of attention and media exposure creating both increased awareness and...Read more