ABSTRACT
Cause-linked marketing is one of the fastest growing sectors of sponsorship spending in North America. Aligning a brand with a meaningful cause is not only socially responsible but also potentially profitable. While cause-linked marketing is a marketing strategy to communicate the organization’s corporate social responsibility (CSR) effort, relatively little is known about its impact on consumers. The purpose of this chapter is to provide a brief overview of cause-linked marketing in the sport context. The definition and the implementation strategies of cause-linked marketing will be discussed. The benefits and drawbacks of implementing cause-linked marketing along with directions for future research will be discussed in this chapter.
