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Harnessing the Power of Sports for the Greater Good

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Current Climate: Marketing Consumers now demand full transparency & authenticity Good Bad

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Role of Sports “… Sports, unlike any other aspect of business, has a daily, consistent presence to inspire debate and create a forum for dialogue. And it is that powerful, constant presence that makes Sports such a viable tool in the marketplace.” - Joe Favorito joefavorito.com

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Role of Sports • 24/7 and immediate access to scores, updates, news, trades, injuries, signings, draft picks, management changes, etc… • Ability to follow niche sports and individual athletes • Global access Same consumer seeks transparency and authenticity from their favorite athletes, teams and sports.

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The Resources are out there… The top 10 sports advertisers cumulatively spent over $1.5 billion on sports advertising in 2008 Source: Business Week Sports sponsorships pulled in an estimated $11.61 billion in 2009, up 1.8 percent from $11.4 billion in 2008 Source: IEG/sponsorships.com NFL Ticket sales + Advertising sales + Licensed Products sales totaled over $34.3 billion in 2008 Source: NPR An estimated $897 million is spent each year on sports endorsements Source: Sports Business Journal

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www.SportsandSocialChange.org

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Cause Marketing 79% of consumers say they would be likely to switch from one brand to another - when price and quality are about equal - if the other brand is associated with a good cause. - Cone, Inc. www.coneinc.com/whatdoyoustandfor

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Marketing is… Connecting with your audience Good cause marketing shares the same values as any solid marketing strategy: • Have a plan • Know your purpose • Communicate effectively and often

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"People who work together will win, whether it be against complex football defenses, or the problems of modern society." Vince Lombardi

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Resources Cause Marketing Forum: www.causemarketingforum.com Sports Doing Good: www.sportsdoinggood.com Intl Platform for Sport and Development: www.sportanddev.org ChangeMakers: www.changemakers.com Selfish Giving: www.Selfishgiving.com Cone Inc: www.coneinc.com/whatdoyoustandfor Find more at www.SportsandSocialChange.org/resources