This paper highlights the fact that moderns businesses are often invested in social responsibility. After Sainsbury’s signed a historic deal with London 2012 in May 2010 to become the first ever Paralympic sponsor, the chief executive, Justin king decide to extend that contract to the rio 2016 Paralympic Games. This sponsorship bound allowed the competitor of tesco to significantly increase his sale and also improve the perception of the brand, thanks to the visibility of those events. That’s a good example of a beneficial win-win relationship.
Source: Marketing Week