10th Anniversary Spotlight: Leagues & teams share on engaging with youth
Since our earliest days, Beyond Sport has collaborated with teams and leagues from around the world on programs to address a wide range of issues through the lens of sport. Next month, at our Beyond Sport United Conference -- supported by MLB, MLS, NBA, NFL, NHL and the WNBA -- we’ll focus on youth leadership, engagement and social action. Read on for some advance views from our team and league partners on how businesses should be engaging with the next generation. And, in honor of our 10th anniversary, we’re happy to share their favorite Beyond Sport moments and on what going beyond sport means to them.
We'd love to hear your favorite Beyond Sport moments! Let us know on social using #BeyondSport10.
TODD JACOBSON
Senior Vice President, Social Responsibility & Player Programs, NBA
To create a competitive advantage in business today it is critical to lead and operate with purpose. Organizations that are mission driven, values led and make social responsibility a core business tenant are able to better recruit and retain talent because of strong leadership and innovative cultures. The next generation wants to be a part of something larger than themselves, so if businesses can create an inclusive environment that engage youth in these important conversations – whether at work, in their communities or beyond – it ensures that everyone has voice in the decisions being made.
For me, going beyond sport means being part of a larger community and joining the important conversation on the ways sport can and does change the world. Sports has the power to bring communities together, break down barriers and serve as a unifying force connecting people of all backgrounds, particularly youth, in unique ways that create commonality.
One of my favorite Beyond Sport experiences was participating in the 2017 ‘10 Roundtables’ discussion.
It was a unique opportunity to sit down with different leaders in the social impact space, talk through challenges and work through solutions. I also always look forward to the Beyond Sport United Conference as an opportunity to catch up with colleagues, meet new people and learn about the innovative work taking place in the areas of sports for development and social impact.
JESSICA BERMAN
Vice President, Special Projects & Corporate Social Responsibility, NHL
Digital engagement is a given, and a business necessity, but companies should look to engage the next generation by creating real-world experiences. Parents who control their children’s online presence, at least until age 12, are looking for ways to engage this socially conscious generation through non-digital means. We need to teach today’s youth that there are channels, beyond the digital space, that can provide them with opportunities to get involved and make an impact. As a mother of two young boys, I see an opportunity to excite the next generation by bringing people together face-to-face, away from their screens. Businesses can help empower today’s youth by providing more channels and opening more doors for authentic, real-life experiences. Authentic experiential marketing can help companies and brands differentiate themselves in the crowded digital space.
For me, going beyond sport means using sport as a vehicle to address societal barriers and to mobilize fans to change the world. At its most basic level, sport creates a positive environment and brings people together – on a team, as a fanbase, in arenas or community rinks – uniting people from all backgrounds. It may not always have the answer, but it provides a solid foundation: we are better together.
My favorite memory of working with Beyond Sport is partnering on our thought leadership event around the World Cup of Hockey.
With the entire global hockey community descending on Toronto, we decided to seize the moment to convene the hockey world and inspire growth and innovation in hockey development, diversity and sustainability. Although the event was a smashing success and we accomplished our objectives, up until the last minute (literally) we were dealing with curveballs and unexpected circumstances. Beyond Sport were the best partners helping us at all hours of the day and night to make sure the event was executed perfectly!
MELANIE LE GRANDE
Vice President of Social Responsibility, MLB
This socially conscious next generation is incredibly knowledgeable and understand their ability to influence. Businesses should understand this and give the space for the next generation to have a say, and a role in what is to come, since it affects us all.
For me, going beyond sport means harnessing the power of sport to change individuals, communities and the greater space we occupy. Sport alone is not the answer to solving some of the world’s most critical societal issues. Sport is a tool and also provides a platform for us to amplify messages.
One of my favorite Beyond Sport experiences was the inaugural Beyond Sport Mexico last year.
I found it to be especially compelling, as Major League Baseball had recently opened an office in Mexico City, and we were integrating baseball into the local community. I made some wonderful connections there, which allowed for deepened engagement around the time of our Mexico series in May 2018, and the opportunity for youth to participate in some fun and free activities.
JESSE LOVEJOY
Director, 49ers EDU & 49ers Museum / Managing Partner, EDU Academy, San Francisco 49ers
Businesses should engage with this socially conscious next generation aggressively and compassionately. With those they serve at the center of their efforts and with a firm commitment to ethical behavior.
For me, going beyond sport means working and living for others using the games we play and the industries in which we work. Sport might not be the answer to solving some of the world’s most critical issues, but it certainly can be a part of some solutions. Sport has a unique power to unite and to inspire. To that end, it can bring together myriad disparate people and compel them to feel. That is powerful in creating change.
My favorite Beyond Sport memory was meeting Fred [Turner] at a pub in London while I was there on business to talk through Beyond Innovation particulars.
Not because of any particular thing we accomplished or the meeting itself, more that it felt like I was truly working with a partner and a person/organization that truly shares our interest. The organization is made up of good people that do good things. That is important to me.
ANNA ISAACSON
Senior Vice President of Social Responsibility, NFL
Businesses should give youth more of what they want—companies that care! Show them with action and bring consumers into the process to contribute and feel that they are making a difference.
For me, going beyond sport means maximizing the opportunity to use sport as a vehicle for social change. People rally around the sport and the team they love. So the idea of rallying together to solve societal issues is a natural extension of fan behavior. We have decades of history to support this. Add to that, the idea that sports, primarily professional sports, has a platform to build awareness and demand change. Very few other arenas are fortunate to have this ability.
The part I always enjoy most about being part of the Beyond Sport family is the opportunity to get together with people who are focused on and passionate about the same things.
It is like a family reunion—you get to catch up with people you care about but don’t get to see all the time.
Beyond Sport and our consultancy arm, thinkBeyond, have teamed up with leagues, teams, and sporting bodies around the world -- Euroleague Basketball, Special Olympics, WWE, MLB, MLS, NFL, NHL, NBA, WNBA, Sport England, the International Olympic Committee, World Rugby and the Commonwealth Games Federation to name a few -- to address a wide range of social issues, all through the lens of sport. On our 10th anniversary, we want to say thank you for your partnership and we look forward to another decade of collaboration.
From September 12 - 13, teams and leagues from around the world will be gathering in New York for our Beyond Sport United Conference, supported by MLB, MLS, NBA, NFL, NHL and the WNBA. Don’t miss your chance to hear directly from them on sport’s unique power, responsibility and role in addressing key societal issues. Secure your spot today!