Good Business and Good Citizenship

Patricia Hennebry

The author describes Bell Atlantic's sponsorship of USA Luge, the marketing rationale and success of associated programs.

Good Business and Good Citizenship

Building Brands and Relationships through Sponsorships

Patricia Hennebry Bell Atlantic Corporation

As founding sponsor of USA Luge since 1995, Bell Atlantic has used this alliance to create millions of consumer impressions during Olympic and non-Olympic years. The USA Luge sponsorship is a highly effective platform for communicating Bell Atlantic's product and service messages. By designing a variety of events and programs to build brand awareness, Bell Atlantic is able to reach a large and diverse audience.

In terms of service and performance messaging, USA Luge allows Bell Atlantic to speak to consumers with powerful...

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