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

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

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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