The Brady-Audi-Best Buddies connection is part of a world known as cause marketing, an arrangement that allows a corporation to affiliate with a charity and celebrities to burnish its public image and — potentially — boost sales. The charity, in turn, benefits from the exposure and increased marketing power that come from a corporate ally.
The arrangements are especially valuable to companies because research has shown that consumers tend to prefer products with a charity connection.
HERNDON, Va., June 3, 2009 — Audi and Best Buddies International, a non-profit organization that provides opportunities for one-to-one friendship and integrated employment to people with intellectual disabilities, this weekend joined forces with star quarterback Tom Brady and celebrities for the annual Audi Best Buddies Challenge: Hyannis Port charity bicycle tour and fundraising events. With more than 1,500 participants and close to US $4 million raised, the 2009 ride beat last year's record to once again make it the most successful fundraising initiative in Best Buddies' and Audi's history. Audi's underwriting of the ride means that every dollar raised over the course of the weekend goes directly to the charity and its programs.
