Susan G. Komen Teaches Sponsorship Basics in Dubai

The Susan G. Komen organization is serious about going global. It recently presented a workshop on the cause-related marketing at the Dubai Chamber of Commerce & Industry. The day-long workshop was conducted by Emily Callahan, Managing Director of Marketing Communications at Susan G. Komen for the Cure based in the US.

Clearly, Komen is taking the long view. By starting its sponsorship outreach with education to businesses, Komen is cultivating a business culture that understands sponsorship as a marketing tool. Smart move. It’s also clear that Komen is in the same boat with many American companies. Having saturated the American market with its nearly ubiquitous brand, Komen is striking out into far-flung markets such as India to keep growing.

Mammogram film courtesy of Darel Heitkamp