Sports sponsorship is nothing new for John Hancock Financial Services, which has been principal sponsor of the Boston Marathon for 26 years and has had previous affiliations with the Olympics and Major League Baseball. But the company broke new sponsorship ground in 2009, with its first participation in the Best Buddies Challenge Hyannis Port, a charity bike ride that benefits the Best Buddies organization. Founded in 1989 by Anthony Kennedy Shriver, the nonprofit aims to create ...

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