Letter - Americans lead the way in sports CSR

I wonder if the recent influx of American owners will help improve our top football clubs' links with their communities, as highlighted by Michelle Turnbull ('Football clubs' CSR often unrecognised', Letters, 9 Feb).

Malcolm Glazer, Randy Lerner and George Gillett may not have the beautiful game gushing through their veins, but there's a lot we can learn from the marketing and PR strategies of the clubs they owned in North America.

The Tampa Bay Buccaneers, Cleveland Browns and Montreal Canadiens all have substantial community programmes that have brought significant business benefits to those clubs, and created positive brand associations for sponsors.

Both the National Football League and the National Hockey League work with their clubs on a huge range of community campaigns, and many are not directly connected to the respective sports.

Phil Reed, managing partner, Brahm PR.

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