Case Name :      Business Systems Group and the Triathlon Sponsorship Question

Authors :           Michael Goldman, Jennifer Lindsey-Renton

Source :             Ivey Publishing

Case ID :            W13666

Discipline :        Entrepreneurship

Case Length :    13 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

In December 2012, the CEO of the professional services company Business Systems Group (BSG) called his management team together to evaluate the firm’s continued sponsorship of the BSG Triathlon Series. The previous five years of the sponsorship were considered a worthwhile investment by the business, although the relationship with Triathlon South Africa (TSA) was becoming increasingly strained. The case charts the growth of BSG’s business in South Africa and the United Kingdom, as well as the evolution of the sponsorship and relationship with TSA. The decisions facing BSG were whether to renew the sponsorship and build towards the Rio Olympics in 2016, continue with the BSG Triathlon Series without TSA sanction or exit the firm’s involvement in the sport.