Apart from bridging the gap between the big multinational and the consumer this marketing strategy also provides employment opportunities for South Africans.
Corporations can legally become associated with the London 2012 Games in two ways: First, multinational firms may seek exclusive marketing rights through The Olympic Partner program (TOP).
For example, how to improve the profitability of a minerals company, reorganise the head office of a major multinational, or improve the marketing effectiveness of a retailer of consumer goods.
In 2004 in the stone ages of CSR when paying clients were scarce, I was asked to help the Canadian arm of a multinational dairy and food corporation develop a cause-marketing promotion that would be featured on milk cartons.
All four of the major multinational tobacco companies operate in the country, with all of them investing in facilities, brands, marketing and distribution.