CSR and Professional Sport: The State of the Art

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CSR and Professional Sport The State of the
Art
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Extent of DiffusionFoundations Included in SPP
Survey
AFL 18 Athlete 79 NBDL 13 ECHL
26 LPGA 1 MILB 117 MLB 35 MLS
12 NASCAR 1 NBA 33 NFL 34 NHL 3
4 PGA 1 WNBA 12 Total 416
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Charity Program Focus Areas
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Foundations Reporting Revenues of
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Top Ten Charities by Revenue
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Top Ten Sports Charity Grantmakers
Number is self-reported by AFYF
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Top Ten Charities by Net Assets
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Top Ten Athlete Charities, by Revenue
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Organizational Structure

• Q What is Sports Philanthropy?
• A A resource as well as context-driven
  corporate or individual philanthropy, involving
  institutions and athletes wielding unique assets
  because of their involvement in professional and
  college sports.

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Resources

• cash
• celebrity cachet
• powers of convening
• associated media
• sponsors
• season ticket holders
• luxury suite holders
• vendors

• professional staff
• ownership
• tickets
• facilities
• employment opportunities
• economic development opportunities, etc.

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Contexts

• League, government, business model
• League mandates.
• Stadium construction, infrastructures, zoning,
  permits. In some nations teams are public and
  accrue an additional host of social obligations.
• Family/ corporate/ long or short-term model/
  highly leveraged start-up vs. established/
  absentee/ idealistic, etc.

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Assessment

• Are assets/resources strategically leveraged and
  maximally deployed?
• Is philanthropic output proportional to resources
  and context (philanthropic obligation?)
• Do contexts distort philanthropic output?
• What is the quality and impact of the
  philanthropic activity?

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San Francisco Giants Community Fund

• Established in1991
• 30 member board of directors
• Direct service program, Junior Giants
• 14 years old
• 13,000 kids (5-11) free non-competitive 30
  girls
• Emphasizes self-esteem and scholarship
• Provides free training and equipment in 70
  underserved communities
• Built in character building, scholarship,
  community service, coach training

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More

• Junior Giants
• Each league completes extensive annual
  evaluations
• One new field constructed each year
• Former players coming back to serve as mentors
  and coaches
• Three committees funded by community fund to add
  the following to Junior Giants
• Summer reading program
• Dental screening
• Violence prevention program

SF Giants Community Fund
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The Jackie Robinson Foundation

• Since 1973, The Foundation has donated more than
  14 million to over 1,200 college scholars
• 560,000 annually
• 7,200 per scholar
• Engages multiple corporate, institutional, sports
  team and individual partners in order to support
  additional scholars
• Mentors the scholars throughout their college
  careers, achieving a 97 graduation rate

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More

• Requires scholars to engage in community service
  while in college
• Continues to mentor scholars after graduation via
  associated Education and Leadership Development
  Program, which affords extensive opportunities
  for giving back as well as networking

The Jackie Robinson Foundation
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Atlanta Falcons Youth FoundationAn affiliated
fund of the Arthur M. Blank Family Foundation

• 10 million budget since 2002
• Focuses on youth sports and fitness, targeted
  towards underserved low-income youth
• Complements NFL Grassroots Program, having
  constructed or improved 11 additional playing
  fields since 2002
• Since 2005 much of AFYFs activity has centered
  in creating Falcons Fitness Zones designed to
  improve youth fitness and reduce obesity

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Falcons Fitness Zones

• 1.2 million per year directed toward five
  neighborhoods, in an attempt to increase the
  number of kids participating in organized fitness
  activities during and after school
• Same kids all year not one-time events
  consistent and ongoing measurement and evaluation
• 3,900 participants in 2007
• Web-based evaluation product introduced to track
  participation
• Additional extensive technical assistance
  provided to partners

Atlanta Falcons Youth Foundation
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Eagles Youth Partnership

• Program Overview
• Eagles Book Mobile
• Reading Champions Celebration
• Eagles Chess Tournament
• Eagles Eye Mobile
• Eagles Playground Awards
• Mural

EYP concentrates its resources on developing
programs that meet critical and urgent needs of
low income children. 50,000 children served each
year.
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Memphis Grizzlies Charitable Foundation

• Andy and Staley Cates, local owners and
  developers, helped rebuild Stax records and in
  conjunction with Grizzlies CF, included musical
  mentoring academy, museum, and surrounding
  community development.
• Memphis Grizzlies Charitable Foundation
  established in 2004
• Since 2001 - 18.5 million in grants from
  franchise
• BUT, grants are only a window into the variety of
  partnerships established to leverage the entire
  asset base of the franchise

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More

• Grizzlies Academy
• High School for at-risk studentsan elite
  intensive effort begun with a 1.5 million grant
  in 2003
• Memphis Athletic Ministries
• Begun with 1 million in 2001 and then augmented
  with 3.2 million
• Features a sports complex with 6 neighborhood
  centers serving 9,000 youth
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Memphis Grizzlies Charitable Foundation
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More

• Memphis Grizzlies House at St. Jude
• 100 families can stay while children receive
  treatment and care
• 5 million provided in 2003 to support this
  effort
• Memphis Mentoring Partnership and Boys Girls
  Clubs Mentoring
• 1 million worth of support
• 99 of Grizzlies Foundation grants are for more
  than 25,000

Memphis Grizzlies Charitable Foundation
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The Moyer Foundation

• Mission to help children in distress
• Established in 2000 by MLB pitcher Jamie Moyer
  and his wife Karen in Seattle, WA
• Foundation headquartered in Seattle has also
  operated in Philadelphia since 2006
• Five full-time employees a true team

10 million in grants over 7 years to more than
100 grassroots organizations serving families and
children in physical, emotional, and/or financial
distress
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More

• Three Major Initiatives
• 1.25 Million grant to Seattle Childrens
  Hospital to support its Pediatric and Palliative
  Care unit
• The Gregory Fund, which supports the Fred
  Hutchinson Cancer Research Center
• Camp Erin a nationwide network of bereavement
  camps for children

The Moyer Foundation
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More

• Strategic Focus is the key to success
• Personal involvement by Jamie and Karen Moyer
• Engagement and involvement of corporate partners
• Media Partnerships
• Collaboration with Mariners and Phillies
  community relations divisions
• Suite purchased at Safeco Field

The Moyer Foundation
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The Sports Philanthropy Project 340 Harvard
Street Cambridge, MA 02139 (617)
491-1633 gjohnson_at_sportsphilanthropy.com
e-mail www.sportsphilanthrpy.com