Student challenge - who should sponsor the Race for Life?

Here’s a good case study which can be used to set students a research and discussion challenge. Tesco’s 10-year sponsorship of the superb Race For Life series is coming to an end and an agency has been appointed to identify and recruit the next headline sponsor. Who should they approach and why?

The Race For Life is run by charity Cancer Research UK. According to the charity…

“This is a fantastic opportunity for corporates to establish a deeper association and integration with the Race for Life brand that has recruited over 5.4 million women to its events across the UK since its inception.”

One way to use this case is to ask the students to imagine that they are working for the sponsorship agency (“Generate”). Ask them, using research and discussion, to make a brief presentation to the class recommending:

(1) A shortlist of three suitable firms / brands which might be approached to be the next long-term sponsor of Race For Life

(2) The key reasons for their choice

(3) The business benefits for one of their shortlist

Students can research more about Race For Life here