From Court to Platinum: ESPN’s Award-Winning Play for Black Entrepreneurship
Led a groundbreaking initiative in partnership with Andscape, the NBA, and ABC to leverage the NBA Finals’ massive appeal for creating sustainable impact in Black communities, championing Black-owned businesses through strategic support and powerful storytelling. In the world of sports, victories aren’t just counted on the scoreboard. Sometimes, the most impactful wins happen off the court, in the heart of communities. This is the story of how ESPN, Andscape, the NBA, and ABC powered ESPN NBA Champion Black Businesses in 2022 and 2023.
Key Skills
– Strategic Partnerships
– Content Production
– Community Engagement
– Social Impact Measurement
– Multichannel Marketing
– Business Mentorship
– Financial Support Facilitation
Challenge
Transform the NBA Finals from a pure entertainment event into a catalyst for economic empowerment in Black communities, addressing economic disparities and creating lasting impact.
Solution/Approach
– Developed new process around eight new Black-owned businesses that aligned with NBA markets (2022 and 2023)
– Created compelling narrative films showcasing each business’s story
– Re-engaged with businesses from previous years to track long-term impact
– Provided resources for financial, operational, and mentorship support
– Established a year-round community for continued growth and support
Results
– 2022 / 2023 Four powerful business films aired on ESPN from June to September, reaching millions
– Won 2022 Marcom Platinum Award for the campaign
– Won 2022 Cynopsis Best Social Good Campaign for ESPN 3.0
– Won 2023 ANA Multicultural Award
– Dressed in JOY saw a 50% increase in social media traffic
– Her Growing Hands experienced a 49% boost in product sales
– Achieved 10.4 million media impressions, a 14% year-over-year increase
– Created sustainable impact in Black communities through economic empowerment
My Role | Sr. Account Lead
– Coordinated efforts between ESPN, Andscape, NBA, and ABC
– Oversaw selection of featured businesses
– Managed content production team for business films
– Developed strategy for long-term support and community building
– Ensured alignment with ESPN’s social responsibility goals
Project Details
– Client: ESPN (in partnership with Andscape, NBA, and ABC)
– Campaign Name: “ESPN NBA Champion Black Businesses”
– Date: 2022-2023 (3rd and 4th year of the initiative)
Overall:
This initiative demonstrated the power of combining sports media influence with social responsibility. By providing a platform and support for Black-owned businesses, ESPN not only increased visibility for these entrepreneurs but also contributed to long-term economic growth in underserved communities. The project’s success lies not just in the immediate impact on featured businesses, but in its potential to inspire similar initiatives and change the landscape of corporate social responsibility in sports media.
