Cycling & Causes

Race for the Cure

44“Team Type 1’s goal is to prove that by using the tools provided to manage diabetes, exercise and healthy living, a person with diabetes can do the same as a normal person– only better.” Phil Southerland, Team Founder 

Dopers' drug of choice is meant for cancer patients

Pairing sponsorship with a cause is a trend for securing new resources and expanding cycling into new markets. The sport is embracing sponsorship for teams who raise awareness for many issues and charities. Another version of this approach is for a corporate sponsor to allocate monies toward cycling events or teams as part of donations to a favorite cause.

Team ABC Company on behalf of Cause Such and Such – may make for a long logo across the jersey but it’s also keeping racers on the road with creatively obtained resources. Depending on how these deals are structured, charities that support these teams may receive donated monies or benefit from increased exposure. 45Research on social identity theory indicates association with a cause increases corporate sales because of willingness to purchase based on identification with that cause. Bottom line, identification with causes increases cycling’s opportunity for resources also.

So if the weight of bearing the glory of sponsoring corporate profits aren’t enough to keep you on the straight and narrow, add now the extra poundage of representing worthy causes. Think of the implications of a positive doping test on a cause-sponsor associated with racing for a cure to some disease related to the abused substance. Further, think of the real uses of supplementation misallocated away from a needed medicinal use. Someone whose motives are good publicity while deceptively doping behind the scenes is actually stealing the cure from the sick they are supposed to be helping. Now tell me, who wins there?

Prayer for Cause Sponsorship

But whoever has the world’s goods, and beholds his brother in need and closes his heart against him, how does the love of God abide in him?” 461 John 3:17

We are amazed at just how inter-related we are in this world. We confess we think what we do hurts no one but ourselves. We ask blessing on cause sponsors and their causes and protection from those seeking to exploit them.

Ponder Can I embrace a cause beyond my own? Affirm I help many causes. Watch that you don’t compromise one cause for the sake of another, namely a self-serving one. In the end, no one is served.

45“Corporate sponsorship of a cause: the role of identification in purchase intent,” T. Bettina Cornwell and Leonard V. Coote, UQ Business School, University of Queensland, Australia featured in Journal of Business Research Volume 58, Issue 3, March 2005, Pages 268-276 Special Section: Marketing Communications and Consumer Behavior. Copyright © 2003 Elsevier Inc. posted online 27 August 2003 on www.sciencedirect.com

46New American Standard Bible Copyright © 1960, 1962, 1963, 1968, 1971, 1972, 1973, 1975, 1977, 1995 by The Lockman Foundation

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