Sports and Cause Marketing Running Up the Scoreboard Part 1: Traditional and Esports Campaigns

By: Avi Mayerhoff

Check out Part 2: Social Justice and Sports Partnerships 

Over the last year, we’ve seen sustained and innovative engagement in social impact and cause across all aspects of sports and video gaming, including esports, the international professional competitions experiencing explosive growth driven by its young adult audience. Take a look at some recent traditional and esports cause marketing campaigns changing the game.

Traditional Sports + Cause Marketing Campaigns Continue

NASCAR Partners With the Boys & Girls Clubs of America

• Multi-year partnership between NASCAR and the Boys & Girls Clubs of America to support the aligned mission of enriching the lives of  young people and providing them with safe spaces, support and opportunities
• Three key areas of impact: STEM education, career development, and diversity, equity, and inclusion programs
• Services to include at-track experiences for youth and interaction with NASCAR executives

U.S. Soccer Launches SheBelieves Ambassadors to Unite and Elevate Multiple Nonprofits and Women’s Sports Organizations

• Ten organizations from sports, STEM and the arts will participate in the inaugural year of the SheBelieves Ambassadors program
• The program will broaden and deepen the community established in 2015 with the launch of the SheBelieves platform, while amplifying meaningful conversations and resources for more girls and women
• Ambassadors will also be invited to the annual SheBelieves Summit, presented by Deloitte, and to participate in other unique opportunities derived from discussion and collaboration

Miami Dolphins Foundation Food Relief Program Partners With Nonprofits and Local Minority Restaurants

• The Miami Dolphins Foundation announced a multimillion-dollar major gift commitment through the Miami Dolphins Foundation, aimed at providing jobs and nutrition on a sustained and long-term basis through the Miami Dolphins Food Relief Program
• The initiative started in 2020, provides a minimum of 1,000 meals per day to families in need in Miami Gardens and the surrounding communities, prepared by Centerplate or local minority-owned restaurants, for up to 12 months
• Between June 2020 and April 2021, the program served over 460,000 meals and partnered with 169 nonprofits and over 90 minority-owned restaurants

New Esports and Gaming Extensions Emerge: Spotlight on Livestreaming for Cause

Online Gamers Come Together for Donations to St. Jude’s Children’s Hospital

• Funded by individual online gamers and content creators who participate in the St. Jude PLAY LIVE program and their supporters
• Relies on individual Twitch streamer influencers like Meg Kaylee to spread the word to their gaming communities
• Gamers ask for donations to St. Jude to end childhood cancer
• It’s working…$35 million raised to date

Games Done Quick (GDQ) Keeps Upping the Ante

• GDQ has raised over $27 million “grassroots” since 2010 for nonprofits including Doctors Without Borders, Prevent Cancer Foundation, Direct Relief, The AbleGamers Charity and Organization for Autism Research
• Marquee 2020 summer event went 100% digital due to the pandemic and still raised $2.5 million for Doctors Without Borders

Activision Blizzard Creates Partners with The Call of Duty Endowment to Help Veterans

• Last year The Call of Duty Endowment saw a more than 50% increase in requests from its grantee charities from veterans seeking employment assistance
• Activision Blizzard answered the need by donating $2 million to the Endowment to help place thousands of veterans into high-quality jobs
• The donation kicked off the company’s celebration of National Military Appreciation Month through the #CODEFearlessChallenge
• They also launched the “Fearless” in-game content pack with 100% of proceeds going to the Call of Duty Endowment

 

What do you think about the ways sports teams, gamers and cause marketing campaigns have come together in the past, present…and for the future? Let us know below in the comments, and contact us if you need help incorporating what we’ve learned into your upcoming campaigns.