In December 2012, the CEO of the professional services company Business Systems Group (BSG) called his management team together to measure the business's continued sponsorship of the BSG Triathlon Series. The earlier five years of the sponsorship were considered a rewarding investment by the company, even though the relationship with Triathlon South Africa (TSA) was becoming increasingly strained.
The case charts the growth of BSG's business in the evolution of the sponsorship and relationship with TSA and also the United Kingdom, in addition to South Africa. The conclusions facing BSG were whether to renew the sponsorship and assemble towards the Rio Olympics in 2016, continue with the BSG Triathlon Series without TSA sanction or way out the company's participation in the sport. Writer Michael Goldman is affiliated with the University of San Francisco.
PUBLICATION DATE: April 28, 2014 PRODUCT #: W13666-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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