"Homeless World Cup: Social Entrepreneurship, Cause Marketing, and a Partnership with Nike"

Name: Homeless World Cup: Social Entrepreneurship, Cause Marketing, and a Partnership with Nike (English version)
SKU: E-376

Foster, George; Hornblower, Jocelyn; O'Reilly, Norm

Product #:E-376

Supplier:Stanford University

Discipline:Sustainability

Details:Case (PDF) • 26 pages • 2010-06-04

Subjects:

Sustainable business practices Advertising strategy Branding Social entrepreneurship Decision making Partnerships Nonprofit organizations Start-ups

Industries:

Media, entertainment, and professional sports

Your Price:

$9.71

Purchase this material with a free Educator Account and enjoy more benefits:

Free Educator Copy
Free Teaching Notes
Build your coursepack
Discounted academic price

The case follows Mel Young, founder and president of Homeless World Cup, a nonprofit organization whose mission is to eliminate homelessness around the world. Homeless World Cup organizes annual football (i.e., soccer) tournaments in host cities and through its grassroots partner organizations recruits and trains homeless people to play in the events. The case highlights the early days of founding and building the organization, including Young's inspiration for the idea, and also covers the importance of branding and marketing and the organization's relationship with Nike.

Learning Objectives

This case aims to highlight an example of social entrepreneurship and the role of cause marketing. The objective is to guide students through a few of the many challenges that accompany building and marketing a social (entrepreneurial) venture and asks students to put themselves in the leader's shoes to make critical decisions. The goal is to have students better understand the management decision making process.