ANA Masters of Marketing: A Deep Dive into Sports

NFL CMO Tim Ellis showcased the myriad of programs in the league's CSR (Corporate Social Responsibility) initiative. Just to highlight a few:

• Stay Home, Stay Strong: PSA campaign that features NFL stars saying why they are staying home and asking fans to do the same
• Draft-a-Thon: A fund raiser for pandemic efforts that raised over $100 million and helped the last two drafts rank among the top three for viewership for all time
• Take Off Your Helmet
• My Cause, My Cleats

The NFL has long been a guiding light in sports cause marketing, dating back to a 1973 partnership with the United Way that helped cement the latter's position as a "go to" partner for corporations looking to do the right thing. But football is far from alone.

USTA/U.S. Open's "Be Open"

As the U.S. Open welcomed back fans on-site at Billie Jean National Tennis Center, there was a new look throughout the venue. The organization launched Year 2 of their "Be Open" campaign, expanding it from the original BLM roots of 2020. "Be Open 2021" featured 10 artists from under-represented communities who contributed their work for display outside Arthur Ashe Stadium during the Open and for auction, with proceeds divided between the USTA Foundation and a charity chosen by each artist.

"Be Open" is the brainchild of Nicole Kankam, Managing Director of Marketing for the U.S. Open. Beyond the artistic collaboration, "HBCU Live" (a day celebrating historically Black colleges and universities) joined the two-year-old "Pride Day" celebrating the LBGTQ+ community at the venue. And "Rally for the Future" is a new initiative looking to nurture the resurgence of tennis play during the pandemic into a new generation of players across all levels.

NBA Cares

NBA Cares is the umbrella social responsibility program. Much of the focus has been on creating community places for underserved kids and families to be supported in life and in play. The league also takes the lead in encouraging non-partisan efforts to expand voting access and civic engagement.

Social justice programs are largely created at the team/local level, but the league curates those efforts and provides visibility through their various platforms. These efforts vary from a variety of Black History celebrations to the Detroit Pistons' in-depth collection of black-owned businesses and other resources.

PGA's Social Responsibility Report

The Professional Golf Association took an unusual tactic way back in 2018, when it released its first Social Responsibility Report to create transparency around its efforts in sustainability, DEI and education.

The sports industry, like other entertainment verticals, has unique characteristics that position it to have a magnified impact in the CSR space. First, the iconic status of the sport itself coupled with the celebrity of each sports' marquee players means that their efforts can have amplified impact and resonance. Second, the fan bases of many sports are the most diverse and inclusive consumer communities in all of business. This creates a unique opportunity and a unique responsibility that hopefully will continue to be leveraged when the current social moment has evolved into the next. Meanwhile, will other industries infused with glamour and celebrity take inspiration from these brand successes?

Read Pattie's review of Day One of the ANA Masters of Marketing Conference.

Photo courtesy of Pattie Glod.

Click the social buttons to share this story with colleagues and friends.
The opinions expressed here are the author's views and do not necessarily represent the views of MediaVillage.com/MyersBizNet.