“Reviving Baseball in Inner Cities” (RBI) serves as a feeder league to varsity baseball and softball divisions. The effort is active in more than 200 cities worldwide, and enables 200,000 children to participate in the sport each year. Partners include the Cal Ripken Sr. Foundation, New Balance, Outdoor Cap, Wilson, Louisville Slugger, and Rawlings.
“Fan Cave” is a social media endeavor in which popular musical acts perform a free concert in New York City and highlights are posted on MLBFanCave.com, Facebook, and Twitter. Artists have included The Fray, Daughtry, and Far East Movement. “Cave Dwellers” are nine fans selected to watch every MLB game in this “cave” during the 2012 season and have their experience recorded via social media. Thus far, the Fan Cave initiative has generated more than 300 million media impressions.
Play Healthy is an online educational initiative with the Partnership for a Drug-Free America to educate teens about the dangers of steroids and other performance-enhancing drugs.
Major League Baseball Tim Brosnan EVP Business 212-931-7563 tim.brosnan@mlb.com www.mlb.com
The “NBA Cares” is the umbrella global outreach effort encompassing education, youth, health, and wellness.
The “NBA Cares Community Caravan” is a year-long initiative reaching more than 10,000 schools and community-based organizations. Some of the efforts include distributing art supplies and books, upgrading playgrounds, and planting trees.
NBA Fit continues its health and wellness initiatives, including teaming with the Y to allow participating children to use its facilities free of charge on select days to encourage kids to remain active during the summer months.
The NBA Jam Van, sponsored by Wrigley’s Doublemint, is a traveling international tour that brings the “NBA experience” to those without NBA teams in their cities and/or fans who are unable to afford tickets. (Wm. Wrigley Jr. Co., Jennifer Jackson-Luth, Manager, Marketing Communications, 312-645-8876; jennifer.jacksonluth@wrigley.com)
The “Sprite Spark Parks” alliance with Coca-Cola’s beverage brand Sprite and the National Recreation and Park Association refurbishes basketball courts in 25 communities. (Coca-Cola [Sprite], Caren Pasquale Seckler, Flavor Brands Portfolio, North America, One Coca-Cola Plz., Atlanta, GA 30313; www.coca-cola.com. National Recreation and Park Association, Barbara Tulipane, CEO, 800-626-6772; americasbackyard@nrpa.org; www.nrpa.org)
National Basketball Association Carmine Tiso Senior Manager, Marketing Communications 212-407-8208 ctiso@nba.com www.nba.com
Enters second year of five-year strategy to build star power among individual drivers, increase brand awareness among children and college students, promote eco-friendly endeavors, develop stronger social and digital media efforts, and enhance the fan experience at races.
One environmental initiative includes a small herd of sheep grazing on the in-field to keep the grass trimmed at a Sonoma, CA racetrack, per a New York Times article.
Considers video games a great “access point” for engaging with urban youth.
Since only 9% of NASCAR fan base is Hispanic, the league is developing initiatives to attract more Hispanic viewers and fans by introducing Spanish-language TV, online, and print efforts.
Is developing efforts around driver Danica Patrick as a way to reach younger female fans.
Walmart, Dollar General, Target, Best Buy, Office Depot, and Home Depot are actively involved as retail partners, offering special deals and events.
NASCAR (National Association for Stock Car Auto Racing) Kim Brink Managing Director, Brand, Consumer, and Series Marketing kbrink@nascar.com www.nascar.com
NFL Play 60: Movement for an Active Generation, a health and wellness platform, encourages kids and teens to participate in physical activity for at least 60 minutes a day. Partners in the initiative include Action for Healthy Kids, Ad Council, Nickelodeon, the United Way, and Microsoft (see below). Since the program’s 2007 launch, the NFL has committed more than $250 million to youth health and fitness efforts, constructed more than 100 NFL Youth Fitness Zones, and organized more than 1,500 Play 60 Youth Events.
Microsoft’s Xbox is the official console sponsor for NFL Play 60 and the NFL sports league. Kinect for Xbox is featured at NFL Play 60 events and programs, and consoles are donated to participating schools and youth groups. (Microsoft Game Studios, Cassandra Cummings, Business Strategy and Development, 425-706-2271; cassc@microsoft.com; www.microsoft.com)
NFL Teacher of the Year award recognizes former NFL athletes who become elementary or secondary school teachers after retiring from the sport.
Youth participation efforts include “Punt, Pass, and Kick” and “NFL Flag.” More than 169,000 boys and girls ages 5-17 played in the flag league in 2011, a 27% increase from 2010.
National Football League Brian Rolapp Chief Operating Officer, NFL Media 212-450-2000 rolappb@nfl.com www.nfl.com
“The Guardians Project,” a multi-platform superhero franchise with Stan Lee’s Pow Entertainment, appeals to kids by introducing one fantasy character for each of the 30 NHL teams. (Guardian Media Entertainment, Mark Terry, Chief Operating Officer, 424-238-0400; registration@guardian30.com; www.guardianproject30.com)
The league allows its content to be distributed on any platform, including ESPN.com, rather than restricting it to NHL.com, because “you have to find [the younger fans] before pulling them into the brand,” says Wachtel.
In 2011, the league teamed with USA Hockey and the President’s Council on Fitness, Sports, and Nutrition for the “Million PALA Challenge,” a program whose goal was to get one million hockey fans to receive the Presidential Active Lifestyle Award (PALA). Fans had to engage in 60 minutes of physical activity five days a week for six out of eight weeks. However, the NHL is not participating in 2012; the Entertainment Software Association is taking the NHL’s place in the program.
League-wide initiatives Hockey Educational Reaching Out Society (H.E.R.O.S.) and Hockey is for Everyone include both strategic educational components and life skills training that promote dedication, commitment, and teamwork. Programs integrate the league’s theme of confidence-building, but specific details are developed uniquely by teams or youth groups.
The “You Can Play” initiative enlists NHL players to “change the sometimes homophobic culture of locker rooms with the message that athletes should be judged on athletic skills and ability, not sexual orientation.” The campaign features PSAs and is active on Facebook and Twitter. The #YouCanPlay “Faceoff” PSA has received more than 200,000 views on YouTube. HBO is a partner in the initiative.
National Hockey League Keith Wachtel SVP Corporate Sales and Marketing 212-789-2189 kwachtel@nhl.com www.nhl.com
The league’s youth outreach falls under the MLS W.O.R.K.S. umbrella and includes:
“Active Bodies, Active Minds” program promoting health and fitness. This year, the initiative is awarding one family a trip to the 2012 AT&T All-Star game and an Xbox 360 prize package. The first 500 kids to sign up for the program receive an adidas replica Prime MLS soccer ball.
“Game Day Nutrition” provides meal suggestions for kid athletes online and via downloadable sheets (presumbly to be distributed to players by their coaches).
“Greener Goals” supports environmental initatives in local communities, such as having youth teams clean up parks and playgrounds.
“Footprint Fields” creates soccer fields in underprivileged neighborhoods.
The league is extremely active in social media. The MLS homepage lists all MLS players who use Twitter and includes a one-click button to be able to follow these personalities.
MLS players are encouraged to interact with fans waiting in line to purchase single-game tickets which usually take place before or after practice.
Major League Soccer Sean Dennison 212-450-1223 sean.dennison@mlssoccer.com www.mlssoccer.com
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