Team Barloworld: Building a Global Brand
Stephanie Townsend; Mark Peters
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Wits Business School
Sponsorship, sports sponsorship, global marketing, cycling
It was July 2008 and the Tour de France had just finished. Barloworld Ltd, an industrial brand management company, had sponsored one of the teams that took part – named Team Barloworld. It was a team that had proven extraordinarily successful in 2007, earning the Barloworld brand significant global brand awareness and publicity. However, one of the Team Barloworld cyclists in the 2008 Tour de France had tested positive for doping, potentially compromising two of the Barloworld brand values, namely honesty and integrity. Now Chris Fisher, head of corporate marketing at Barloworld, had to make an urgent decision about the future of the sponsorship.