Sooner or later every company is solicited to support a cause, project, organization or even a particular individual, like an athlete. The bigger the company, the more requests it receives. Of course, the company also benefits from the visibility associated with sponsorship. But the choice of what or whom to sponsor has to be made carefully. It should be in line with the company’s mission, market and business objectives.

For nearly 30 years now, Lassonde has been supporting a number of sporting events. A concern with physical fitness goes hand in hand with healthy food, which includes quality fruit juices and drinks. But if truth be told, Lassonde’s commitment owed something to chance – unless Lassonde’s connection with marathons was written in the stars!

In 1990, after a 10-year run, so to speak, the Montreal International Marathon was in danger of disappearing. Its main sponsors had withdrawn. Approached by the organizers, Lassonde agreed to pick up the torch in partnership with Carex, a real estate company. Saved at the eleventh hour, the Marathon was held for another year or two. But jogging declined in popularity and the event was ultimately discontinued.

In 2003, Lassonde management persuaded the organizers to relaunch the event, and so was born the Oasis Montreal Marathon. Fifteen years on, it is still drawing big crowds. Over the years, Lassonde also became the main sponsor of major Canadian marathons in Toronto, Halifax, Vancouver, Victoria, Saskatoon and Winnipeg.

The Company is has also built an association with soccer, an increasingly popular sport. It supports community youth sports clubs and partners with Montreal Impact, Toronto FC and the Vancouver Whitecaps.

Next column: From coast to coast…