CORPORATE SOCIAL RESPONSIBILITY vs SPORTS SPONSORSHIP

Many companies attempt to embark on Corporate Social Responsibilities (CSR) by jumping on the bandwagon, probably just to tick their Corporate KPI’s as “Done” without really thinking through the real objective of doing so.

And not surprisingly most would fail as CSR is being mixed up with their intentions of pure commercial returns. That is not to say that CSR should not have commercial values but it has to find the right balance between CSR and Commercialism usually in the form of Sponsorship.

Beside the right balance, the chosen platform has to be relevant to the target stakeholders- the customers, consumers and the receiving beneficiaries of the CSR as well as the right fit to the Company’s Vision / Values and Brand’s Essence /Positioning.
Hence, it is not the easiest equation to fulfil and Marketeers in general would tend to have long debates on the merits of the chosen platform.

GOLF is almost mandatory (though male skewed) type of sponsorship for most companies which desire to drive ASPIRATIONAL VALUES. Many would perceive it as a rich’s man sports and argue how relevant is it to the Average Joe’s – they tend to forget that most Average Joe’s do have dreams and aspirations.
But to balance Golf with the role of a CSR is perhaps not the easiest task. That is when Sincerity has to really play a role to really engage the sponsorship to have real values.

Chang Beverage seems to have the right fit. Not by merely being the Beverage Sponsor (for the 2nd time) at the CIMB Asia Pacific Classic Malaysia, Chang Beverage is supporting the development and nurturing of Golf Talents under its “ThaiBev….Thai Talent”. This programme provides training, competition opportunity and financial support for talented Thai youths in various fields to be nurtured to potentially achieve their ultimate goals…..hence “LIVE YOUR DREAM” – the Campaign tagline.

A right balance of the CSR and Sports Sponsorship and driven with aspirational values. But there is a final mix in this Equation which is probably the most important - Execution and Activation to bring it alive. We will wait for Ocober then.

CIMB Asia Pacific Classic 2011 Malaysia is the first PGA Sanctioned Tournament in South East Asia and will be held at The Mines Resort & Golf Club in Kuala Lumpur from 27th to 30th October 2011.
A top class international field of 40 players will compete for a US$6 million prize purse, with US$1m going to the winner.
CHANG BEVERAGE is the Official Beverage Sponsor.