Sports Philanthropy
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Influence of Professional
Athletes in Philanthropy
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Let’s Play
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Wayne Gretzky Foundation
UNICEF, Big Brothers Big Sisters
UNICEF, Malaria No MoreTiger Woods Learning Center
& Foundation
Hyundai Hockey Helpers Steve Nash Foundation
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Outline
Background
Previous Research
Original Research
Call to Action
From the Industry
Recommendations for Future Research
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Background
Athletes have a longstanding relationship with philanthropic efforts
Only Canadian city with professional hockey, football, soccer, baseball, and basketball
Toronto ranked 6th best city for sports fans in North America
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Previous Research
Pro-social behaviour is an important factor for fans
GEN Y favours athletes as heroes more so than political leaders and family
So…looks promising, right?
….wrong!
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My Research
Administered 10 question online survey to 76 participants
33 female
34 male
9 did not disclose
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Key Findings
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25% of participants donate over $100
64% of participants did not donate to a charity endorsed by an athlete
Most respondents could not identify a charity or foundation associated with the teams they actively follow
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Key Findings
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Call to Action
Bridge gaps between sport fans and athlete charity involvement through marketing
Capitalize on unique opportunity by engaging fans through social media during games
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From the Industry
Minimum amount of annual appearances
Find the best fit when matching athlete and initiative to maximize impact
Usually prefer to donate time not money
Veering away ambassadorships and foundations
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Recommendations for Future Research
Sport philanthropy is complex; survey needs to be targeted and cross-referenced per team/franchise to determine differences
Look at relationship with season ticket holders
Investigate effectiveness of the charitable efforts of athletes by looking at past successes
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Sources
Babiak, K., Mills, B., Tainsky, S., & Juravich, M. (2012). An investigation into professional athlete philanthropy: Why charity is part of the game. Journal of Sport Management, 26, 159-176.
Kalbacker, W. (April 2013). Finding the face of philanthropy: Do people give when celebrities ask? The Rotarian, 39-43.
Kim, M., Walker, M., & Kim, M. (2011). The influence on an athlete on donation: The mediating role of trust. North American Society for Sport Management Conference, June 2011; London, Ontario.
Walker, M. & Kent, A. (2009). Do fans care? Assessing the influence of corporate social responsibility on consumer attitudes in the sport industry. Journal of Sport Management, 23, 743-769.
Sheth, H. & Babiak , K. (2010). Beyond the game: Perceptions and practices of corporate social responsibility in the professional sport industry. Journal of Business Ethics. 91 (3), 433-450.
Stevens, J. A., Lathrop, A. H., & Bradish, C. L. (2003). Who is your hero? Implications for athlete endorsement strategies. Sport Marketing Quarterly, 12 (2), 103-110.
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Additional SourcesDavid Beckham: http://www.urbansplatter.com/david-beckhams-house-beverly-hills/
PK Subban: http://www.habsaddict.com/2013/06/subban-wins-norris-bruins-hawks-otagain.html
Serena Williams: http://tennis.si.com/2013/06/24/wimbledon-day-2-preview-serena-williams-novak-djokovic/
Steve Nash:http://lifeandtimes.com/steve-nash-joins-the-lakers
Tiger Woods: http://www.biography.com/people/tiger-woods-9536492
Wayne Gretzky: www.downtownbellevue.com
Sports logo: http://www.e-steroid.com/steroid-articles/steroids-used-in-sports.html
Additional Websites:
http://www.michaelchatman.com/uncategorized/michael-chatman-giving-show-20-of-the-most-charitable-professional-athletes/
http://www.takepart.com/photos/most-generous-athletes/ndamukong-suh
http://travel.ca.msn.com/photogallery.aspx?cp-documentid=30750989&page=6
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