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Two of the world’s best-known brands are to use two prestigious international sporting events to push through corporate responsibility initiatives.
Electronics multinational Sony has embarked on a series of CSR programmes connected with this summer’s forthcoming football World Cup in South Africa, while Coca-Cola has said it will use the Winter Olympics in Vancouver – which starts on 12 February – to launch a set of green initiatives.
Among Sony’s numerous plans are a ‘For the Children’ programme that will allow thousands of South African children to attend matches they would otherwise not be able to afford, a HIV/Aids education scheme in collaboration with local NGOs, and projects in partnership with the Federation Internationale de Football Association (FIFA) to use football to help social and community development in poor parts of Africa.
Sony says it will announce more activities as the World Cup, which begins in June in Johannesburg, approaches.
Coca-Cola, meanwhile, is to use the Winter Olympics to initiate an ‘environmental call to action’ and relaunch its image in Canada with a ‘carbon neutral sponsorship’.
The company, which has been an Olympic sponsor since 1928, will hope to launch its new ‘PlantBottle’ — a more easily recyclable bottle made partly of sugar cane and molasses that also produces fewer carbon dioxide emissions.
Coca-Cola will make a push on recycling at the Games, where it plans to serve 7.5 million beverages, by ensuring products are both recyclable and recycled, and by distributing thousands of clothing items, including insulation for ski jackets, made from recycled plastic bottles.
Electronics multinational Sony has embarked on a series of CSR programmes connected with this summer’s forthcoming football World Cup in South Africa, while Coca-Cola has said it will use the Winter Olympics in Vancouver – which starts on 12 February – to launch a set of green initiatives.
Among Sony’s numerous plans are a ‘For the Children’ programme that will allow thousands of South African children to attend matches they would otherwise not be able to afford, a HIV/Aids education scheme in collaboration with local NGOs, and projects in partnership with the Federation Internationale de Football Association (FIFA) to use football to help social and community development in poor parts of Africa.
Sony says it will announce more activities as the World Cup, which begins in June in Johannesburg, approaches.
Coca-Cola, meanwhile, is to use the Winter Olympics to initiate an ‘environmental call to action’ and relaunch its image in Canada with a ‘carbon neutral sponsorship’.
The company, which has been an Olympic sponsor since 1928, will hope to launch its new ‘PlantBottle’ — a more easily recyclable bottle made partly of sugar cane and molasses that also produces fewer carbon dioxide emissions.
Coca-Cola will make a push on recycling at the Games, where it plans to serve 7.5 million beverages, by ensuring products are both recyclable and recycled, and by distributing thousands of clothing items, including insulation for ski jackets, made from recycled plastic bottles.
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