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Global Outreach and Love of Soccer (GOALS) Haiti assists in hurricane relief.
GOALS is a small local non-profit based in Haiti. The organization is working on long-term impact initiatives to promote sport, health, nutrition, sanitation, gender equality, and education according to Beyond Sport. Their mission is to improve the quality of lives for children and empower them to make long-term changes. Due to Hurricane Matthew, a few GOALS communities have been inaccessible with all of the flooding. However, GOALS received enough funding to bring aid, supplies, and food for a few hundred people. While making an immediate impact in the short-term due to the natural disaster, GOALS still wants to have long-term impact. This type of change takes years because it’s a movement. Education, nutrition, health, and some of these other social issues need a lot of resources from a time and dollar perspective. As a result, there needs to be a long-term vision and commitment from those in the area. While the impact is not immediate, GOALS will be able to show progress from generation to generation as the organization tackles social issues. This is why it is imperative to have both dollars and awareness for a cause; organizations can address both short-term and long-term social issues. Once GOALS finishes its work resulting from Hurricane Matthew, GOALS Haiti will tackle the hygiene/cholera issue. According to Beyond Sport, a large part of the non-profit’s role will be to help get communities back to a daily life and normalcy, including reopening schools and athletic fields. Click here for more details. See how ASICS supports homeless young people across the United Kingdom.
ASICS is taking a step in the right direction to help support homeless young people and eradicate the social issue among the 83,000people who currently live in the United Kingdom. ASICS has partnered with The Running Charity (TRC) to help drive growth for the charity and support programming nationwide. TRC was founded in 2012 and is the UK’s first running-oriented charity aimed to tackle this issue. So far, the charity has already worked with over 400 young people (ages 16-24) to address the issues that compound homelessness. Participants of these charitable initiatives see increased fitness, training, employment, and secure housing in the short-term. ASICS EMEA CEO, Alistair Cameron, said to Beyond Sport: “As a brand we fully endorse the philosophy that sport has a positive impact on the lives of many. It is a privilege for ASICS to support the transformative work that The Running Charity is carrying out and we hope that with our support they can reach the lives of many more.” The partnership between the brand and charity will help fund two full-time roles – a lead development officer and an impact and volunteer manager. This will ensure that 100% of all donations go to impactful programming. ASICS will explore additional fundraising opportunities in store by offering options to ‘round up to the nearest pound’ and other initiatives to increase charitable dollars. Another benefit for TRC members is access to ASICS representatives to benefit their own training. This is a true partnership where ASICS is fully committed to helping move the needle in the UK when it comes to homelessness. Click here for more details. The best team in the WNBA may be even more successful off the court. Read how the Minnesota Lynx are a social justice powerhouse.
The Minnesota Lynx has been the best team on the court in recent years. They have won four championships over the past six years. Their team is littered with former MVPs, Olympians, and all-star players. While the Lynx have been phenomenal on the court, they have been in the news for their efforts in the community. Earlier this summer, the Lynx players donned t-shirts honoring Philander Castile and the Dallas police officers, days after they were shot and killed. The players wore these shirts to “honor and mourn the loss of precious American citizens and to plead change for all of us,” according to Lynx player Rebekkah Brunson. Four years ago, the team was in the news because Lynx player Seimone Augustus spoke out against a ban on same-sex marriage. Lynx head coach Cheryl Reeve said, “Growing up, you don’t always see the inequities and injustices, but as you get older, finally, you say, ‘Darn it, that’s enough! I want to stop this cycle.’” These women are using their rising popularity to make a difference in the community. The players are looked up to by fans, even though their coverage is just 3 to 4 percent compared to men’s sports. Part of the success is owed to the sport. Basketball is a sport of superstars. Each team is made up of a handful of stars, rather than a uniformed team. As a result, there are more personalities and opportunities to make a difference. For example, basketball players have spoken out about issues such as Trayvon Martin, Donald Sterling, politics, and police brutality. The Lynx players know their first responsibility is to succeed on the court, but they also understand they can use their platform to effect social change across the country. Click here for more details. Read how the NHL raises money and awareness for hockey’s most important fight.
In 1998, the National Hockey League and NHL Players’ Association teamed up to help fight cancer. This is the oldest and longest standing league-wide initiative. Teams, broadcast partners, and corporate partners have raised over $15 million to support national and local cancer research institutions, children’s hospitals, and local cancer organizations. Each October, players, arenas, and teams cover local and national markets to spur conversations about cancer research. Hockey Fights Cancer will resonate through games, events, and social media to reach as many fans as possible. For the NHL, this is a media and awareness driver. The league can aggregate all of the content at the team level and push it out on a global scale to its fans and followers. Each team can make an impact at the local level and then funnel content and social impact up to the league. Furthermore, the NHL has national charitable partners who align with the mission of Hockey Fights Cancer. These charities will receive dollars to help cover the costs of cancer research and care. According to Jessica Berman of the NHL, “the league coordinates the marketing of this initiative at the team and league level. Their goal is to infiltrate and amplify the awareness through national broadcasts and social media.” The NHL profiles what the teams are doing and share best practices within the league. If they have a league event that lines up within our window, then we will have a league activation as well. For example, this year it syncs up with our Heritage Classic in Winnipeg, so they will use this as an opportunity to expand on the Hockey Fights Cancer message. This is a great way to supplement a league initiative at a club level. It will be interesting to see if the league can create social media and broadcast metrics that show impact that moves the needle for cancer research. The DeAngelo Williams Foundation secures a partnership with 84 Lumber during Breast Cancer Awareness month.
By now, most people have heard of Pittsburgh Steeler DeAngelo Williams and his relentless crusade against breast cancer. Having lost his mother and four aunts to the disease, the star running back has become one of sports most visible advocates for cancer prevention and detection. In 2015, Williams’ was fined for wearing eyeblack with the words “We will find a cure” and was promptly fined for violating NFL uniform rules. He then followed up with a phone call to front office requesting to wear pink accessories for the entirety of the season. He was told no. So, what did Williams do? He died his hair pink. Williams has committed to spreading his message, and has shown that he will go to great lengths to do so. He has even started his own foundation dedicated to the eradication of breast cancer through prevention and research programs. In May of this year, Williams donated 53 mammograms to women in Charlotte in hopes of keeping them healthy, as well as encouraging other women to be screened. Now, during Breast Cancer Awareness month, Williams has announced an exciting partnership that will bring even more attention and funding to the cause. 84 Lumber, an international industry leader, has donated $15,000 to The DeAngelo Williams Foundation. Some may say that the partnership is off brand or mismatched, but actually, the move is a smart one by both parties. 84 Lumber is headquartered just outside of Pittsburgh and has been a long-time sponsor of the Steelers. Team sponsors are a smart resource for athletes looking to explore potential partnerships for their charity endeavors. 84 Lumber supports local communities through its Building Hope program, and this partnership allows them to impact a different philanthropic initiative that they have not considered before. It is truly a win-win situation. Click here for more details. See how The Players’ Tribune is showcasing athletes’ charitable initiatives unlike ever before.
The Players’ Tribune (TPT) is a media organization that gives power to athletes. Athletes of all ages are able to control the message and deliver a piece directly to fans and consumers through social media. In the past, a news station, network, or website would control the narrative, but TPT has flipped the script. Athletes are able to control the messaging surrounding important events, like free agency, retirement, or career journeys. The Players’ Tribune has integrated a cause initiative vertical on its site called Cause and Effect. Players have been interviewed to discuss role models, charitable efforts, and inspirations off the field. Not only does it introduce us to players off the field, but it gives fans insights into an athlete’s character. This continues the trend of shifting the messaging into the player’s hands; these athletes can speak about community initiatives they are passionate about. It helps spread awareness for worthy causes and well as increases volunteerism. For example, many fans know that Brandon Marshall is passionate about mental health awareness as he has struggled with it throughout his life. However, how many fans know that Victor Cruz started his own foundation that impacts youth in a variety of fields, including S.T.E.M learning?These player cards listed on the website are bite sized content that provides access to fans in a unique way. Teams would be smart to create these player cards for all roster members to increase affinity and showcase unique talents and passions for the community. Cause and Effect is a part of TPT Assist, which is a platform for athletes to share the charitable causes they support and raise awareness about these initiatives. Click here for more details. Learn how a local baseball stand-out uses his gifts to mentor youth on the south side of Chicago.
You do not have to be a professional athlete to harness the power of sport for good. Take it from LaVonte Stewart, founder of Lost Boyz, a youth baseball league on Chicago’s south side. Stewart grew up playing baseball and eventually earned a scholarship to play in college. Unfortunately, after graduation, he was pulled into a life of crime and found himself in prison. Stewart recognized that he needed to change his life, and in the process, help those around him. He went back to graduate school at DePaul University and established Lost Boyz as a way to reach local boys that may be susceptible to the violence and crime that plagues the city. Lost Boyz is predicated on sports-based developmental theory and asserts that involvement in sports gives youth a chance to connect with others, develop character skills, and utilize those skills in positive ways. It is not your typical baseball league. Each participant is given an initial life skills assessment so coaches and mentors can determine areas in need of improvement. The league reinforces social skills, offers educational support, and teaches economic trades to young people. Lost Boyz is a shining example of how research-based approaches to social change are often the most successful. Stewart could have simply started a league and hoped the players find meaning in belonging to a team. Yet, he decided to build his organization using a more mindful, academic strategy. He grew the organization steadily and with intention. He crafted a mentorship program that makes sense for his participants and their daily realities. He partners with established brands and local college teams. Every move is calculated and specific to his target audience. And it is working. Lost Boyz participants are ageing out of the program, being accepted to high school, and playing competitive baseball. Some are even garnering attention from college recruiters. The league continues to grow each year and with it, the number of lives impacted. Click here for more details. October brought the Blazers’ yearly fundraiser, Game On, benefiting The Trail Blazers Foundation.
The Trail Blazers hosted their second annual fundraiser, Game On, boasting that it is “the most unique fundraiser in Portland.” It seems the evening lived up to the hype, bringing in thousands of dollars for the Blazers’ community partners. The event brings together players, coaches, staff, and fans in a night full of childhood games, silent auctions, raffles, and more. Those features alone undoubtedly pull a generous and excited crowd of donors. The main attraction, though, is an interactive gameshow with the fans’ favorite Blazers. All proceeds from Game On go to support the Sport for Health grants awarded to nonprofits that serve local underserved kids and families. With their partners Nike and Moda, The Trail Blazers Foundation aims to fund twenty organizations annually. Their primary interest is in encouraging healthy, active lifestyles among youth in Oregon and Southwest Washington. The foundation has a simple message: get in the game. For players and coaches, it means consider donating their time and resources to causes they care about. For fans, it means bolster the team’s efforts by volunteering and making personal donations. For young people, it means quite literally to get involved in sport or fitness. Making positive change is not always easy, but the most important step is the first one. Blazers’ community relations and foundation team has created a fundraising and awareness event that is fun for all involved, and ultimately, benefits the state at large. Click here for more details. Read how LeBron James is promoting athletics and academics with a single pair of sneakers.
With the start of the NBA season upon us, our TVs and social feeds will soon be full of the one and only Lebron James. And while he busies himself with workouts and press conferences, his team behind the scenes is also working hard. While fans wait for the next sneaker installment – LeBron 14s – Nike released one last version of the LeBron 13s. Originally called “Akron Graffiti” after the all-star’s hometown, it is has been renamed to LeBron James Family Foundation. The shoe is covered in graffiti-like graphics with mismatched color, connecting the visual to James’ foundation branding. The show is playful and clearly inspired by the young people the foundation serves in Akron, Ohio. Lastly, the inside features the LeBron James Family Foundation logo. Presumably, proceeds from the shoes will benefit the foundation, which supports academic programs for thousands of youth annually. Even if sales do not directly support the foundation, the show is a fun, innovative way to promote the organization’s work. The sneaker debut comes just days after the LJFF announced yet another educational program for its constituents. The I Promise Institute at the University of Akron will be an on-campus resource for students who have earned a scholarship to the university through James’ foundation. The institute will provide support for James’ scholarship students and parents as they navigate the challenges of college life. In another smart move, the foundation leveraged LeBron’s relationship with Sprite to partially fund the new center. The Lebron James Foundation has established itself as one of the most effective player foundations in existence and continues to exemplify best practices in growth and sustainability. The I Promise Institute is yet another example of LJFF’s strategic, well-researched programming that makes it best in class. Click here and here for more details. Martina Navratilova is pressing the biggest players in sports to stand for human rights.
It’s no secret that sports governing bodies have a questionable record surrounding their signature events, often leaving communities worse off than when they arrive. In yet another display of athlete activism, tennis star Martina Navratilova is calling these governing bodies on the carpet, pointing to their poor track records and insisting they address and prevent the human rights abuses that occur. Past events like the Olympics and the World Cup have resulted in labor violations, evictions, and even killings, and Navratilova is using her platform to hold the IOC, FIFA, and others responsible. Speaking to more than 120 governing body officials, Navratilova offered solutions to the issues plaguing these mega events. She notes that the planning time leading up to these events can and should be used to offer meaningful improvements to the lives of locals. She believes reforms should not only attempt to mitigate negative consequences, but they should also actively improve communities. Navratilova’s message is two-fold. First, she hopes to use sport as a vehicle for positive change for countries around the world. Obviously, sporting events like the Olympics or even the Super Bowl draw massive crowds, wealthy sponsors, and increased consumerism. But, instead of allowing these factors to break down local communities, Navratilova thinks governing bodies should utilize them to empower and elevate people. Second, Navratilova wishes to polish the deteriorating reputation of major sporting events around the world. Having benefited immensely from sport, she knows the power it has to change lives for the better, and she is using her voice to paint these mega events in a better light. Navratilova is the standard for effective athlete activism. As pro athletes continue to find their voices on the national and international stages, we hope they will look to trailblazers like Navratilova for inspiration and allow her example to guide their personal advocacy. Click here for more details. |
