The Sports Business Advisor

Just when you thought it was safe to pick up the Sunday paper… USA Weekend goes and features another sports cause marketing piece on its cover! Who can stop these do-gooders?!

Answer: No one should.

For the second weekend in a row (I noted the first article on October 14), the cover of this weekly magazine is graced by two A-list athletes. This time, Pittsburgh’s Ben Roethlisberger and Denver’s Champ Bailey discuss their commitment to community improvement. Today’s USA Weekend article promotes involvement in next weekend’s Make a Difference Day 2007. It’s a day when anyone and everyone is encouraged to personally make a difference in his or her community.

The article also directs its audience to the NFL’s charity portal, JoinTheTeam.com. The NFL did a great job of bundling the charitable activities of the League, its teams, and its athletes into one massive explosion of charity. I’d encourage you to check out this site. It’s not only interesting for its obvious PR value, it’s a great thought-starter for athletes looking to get more involved in their communities.

Clearly, USA Today’s USA Weekend understands the cause marketing formula: invite Roethlisberger and Bailey to appear on your cover to highlight the importance of Make A Difference Day. Drawing in readers using these athletes creates a win-win for all involved: USA Today, Roethlisberger, Bailey, the NFL, the Steelers, the Broncos…and every single charity featured in this article. This piece even did a nice job of subtly reminding readers to watch NFL Sunday Night on NBC to learn more about Make a Difference Day!

If you’re an athlete reading this post, and you still don’t have a charity…what have you been doing for the last week!? Get busy!

Posted by Ken Ungar.

In the Oct 12-14 USA Weekend, the editors of USA Today named the NBA’s Steve Nash and Dwyane Wade as its 2007 Most Caring Athletes. In addition to donating $5,000 to each athlete’s charity, USA Weekend focused attention on the important issues of athlete community involvement and cause marketing.

Nash’s Steve Nash Foundation dedicates its work to children’s health issues worldwide. Likewise, Wade’s Wade’s World Foundation focuses on children’s well-being, but from a more local perspective. In both cases, the work done by these athletes flows from their internal motivation to do well by doing good, and not out of some desire to garner positive PR or because their teams or the League prodded them to do charitable work.

All athletes should take note.

In 1961, during his inaugural address, President John F. Kennedy said, “For those to whom much is given, much is required.” At the time, Kennedy was certainly not thinking about the civic duty of professional athletes. He was more concerned with cultivating a sense of community spirit in a country full of fear and doubt for the future. Nonetheless, his words should ring true for anyone making a comfortable salary funded by millions of Americans less fortunate than he or she is.

Like Nash and Wade, athletes can use their fame to bring attention to many worthy causes, both global and local. Many charities, including the American Red Cross, recognize the value of athlete involvement in their good work, and build in opportunities for those interested in helping. The Red Cross has a Celebrity Cabinet, enabling athletes to use their position in the public eye to help bring visibility to the many services provided by this organization.

As athlete’s salaries skyrocket, at a time when many worthy causes struggle for attention and resources, what excuse could anyone in sports have for not getting involved?

Posted by Ken Ungar