Introduction As the marketing director of British Petroleum Corp., I have noticed that our relevancy to the general public has continued to wane in terms of market appeal and positive consumer attitudes towards our brand. While I have attempted to focus on an assortment of social media efforts such as through traditional media and online social media, the fact remains that the negative publicity generated by the explosion of our Deep Water Horizon platform off the Gulf of Mexico has caused a considerable public outcry resulting in a damaged brand. Studies such as those by Uggla and Filipsson (2009) have shown that a brand strategy centers on the perception of the general public regarding a brand whether in the form of quality, affordability or general popularity. This in turn creates the distinctiveness that is unique to a particular company that allows it to build upon the reputation that was created in order to generate more business opportunities for profit (Uggla & Filipsson, 2009). Unfortunately, our brand identity as determined by the criteria set by Uggla and Filipsson (2009) is no longer connected to the values of environmental sustainability, proper corporate social responsibility and the development of long term bonds with the local community (Uggla & Filipsson, 2009). Instead, the British Petroleum Corporation as we know of it today is associated with mismanagement, lack of sufficient environmental protection practices and generally unethical business dealings. This has the potential for long term brand deterioration which could impact the brand development practices that were elaborated on in the Uggla and Filipsson (2009) study (Uggla & Filipsson, 2009). With marketing practices in traditional media and online social media showing little progress, it is important for us to find an alternate solution that enables us to connect the brand to a concept that would result in a more positive perception for the company. One possible solution that I would like to advocate comes in the form of Fortunato (2009) who showed that corporate sponsorship agreements between companies and sports franchises helps to generate positive public opinion regarding a brand which results in better sales (Fortunato, 2009). He presented the case of Chevrolet and Major League Baseball as an example to show how effective corporate sponsorship agreements are in not only improving brand image by correlating the success and positive ethical behavior of a sports team with the brand that sponsors them (Fortunato, 2009). As a result, this enhances the reputation of the company through the process of correlation wherein people begin to associate particular sport franchises with the brands that sponsor them. This particular method of association is seen in the case of Uggla and Filipsson (2009) study which associates brand values with brand identity. In a sense, what occurs in the case of corporate sponsorships is that the values associated with the person/franchise that is being sponsored is transferred to that of the company which in effect becomes a type of brand identity for the company itself (Uggla & Filipsson, 2009). I believe that this can be utilized to great effect in the case of British Petroleum Corp. wherein we can associate our brand with a responsible, successful and popular sports athlete or even an athletic team which in turn would help us to improve our brand image through identity association. Proposed Strategy My proposed strategy