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Harnessing the Power of Sports for the Greater Good

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This was a presentation I made at the PIRATES (Print, Interactive, Radio and Television Education Society) event at ESPN Zone in Los Angeles, on Cause Related Marketing in the Sports Industry.

Participants at the event included:
LA Sparks
LA Dodger's Dream Foundation

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Harnessing the Power of Sports for the Greater Good

  1. 1. Harnessing the Power of Sports for the Greater Good
  2. 2. Current Climate: Marketing Consumers now demand full transparency & authenticity Good Bad
  3. 3. 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
  4. 4. 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.
  5. 5. 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/ 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
  6. 6.
  7. 7. 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.
  8. 8. 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
  9. 9. "People who work together will win, whether it be against complex football defenses, or the problems of modern society." Vince Lombardi
  10. 10. Resources Cause Marketing Forum: Sports Doing Good: Intl Platform for Sport and Development: ChangeMakers: Selfish Giving: Cone Inc: Find more at