Empowering Future Champions: Building Brand Trust in Today’s Sports Industry
Building brand trust is crucial in today's marketing landscape. It establishes strong connections, fosters loyalty, and differentiates a brand. Trust drives customers to choose and recommend the brand, impacting its success.
McKinsey & Company shared that most consumers (61%) want brands to take action on societal issues. This expectation increases to 76% for millennials and Gen-Z consumers.
By engaging in social impact initiatives, brands show their commitment to important issues, resonating with socially conscious consumers. This authenticity builds trust and attracts like-minded customers. These efforts also generate positive media coverage, enhancing a brand's reputation and helping to create lasting customer relationships.
For sports brands, leaning into the core issues affecting youth sports and the declining participation rates offers an opportunity to drive awareness and foster loyalty while investing in the future of the business.
According to Nielsen research, fans believe leagues should be leaders in supporting an array of causes, many of which focus on the nation’s youths. Specifically, many fans look to leagues to champion youth sports (32%) and youth education (32%).
Here are 5 areas of potential impact along with examples of organizations making a difference in the community and building their brands in the process.
Issue #1: Safety Concerns
Safety issues, including the risk of concussions and other sports-related injuries, have raised concerns among parents and organizations involved in youth sports.
Since 2010, the Pittsburgh Penguins Foundation and UPMC Sports Medicine have teamed up to create and expand a unique program, Heads UP Pittsburgh, to combat an epidemic of concussions in young athletes. They have conducted more than 28,000 baseline tests since the program’s inception.
Issue #2: High Costs
Participation in organized youth sports can be expensive, making it difficult for some families to afford the necessary equipment, fees, and travel expenses.
The Los Angeles Dodgers, through the work of their foundation (LADF) provide grants in support of sports-based youth development programs, including an ongoing partnership with the City of Long Beach to offer free baseball, softball, and T-ball programs throughout the summer to local youth.
Issue #3: Inequality of Access
Disparities in access to quality sports programs and facilities exist, particularly in low-income areas and underserved communities, limiting opportunities for youth from these backgrounds.
In 2016, the New York City Soccer Initiative (NYCSI), a public-private partnership between the Mayor's Fund to Advance New York City, New York City Football Club (NYCFC), the U.S. Soccer Foundation, adidas, and Etihad Airways set out to create and maintain 50 mini-pitches across the City and expand free soccer programming to the next generation of New Yorkers.
After the successful completion of that project, NYCSI announced a new commitment to install 26 more mini-pitches across the city in the lead-up to the FIFA World Cup 2026.
Issue #3: Lack of Qualified Coaches
A shortage of well-trained coaches and mentors can affect the quality of youth sports programs and limit the guidance and support available to young athletes.
While not the only National Football League (NFL) team offering the opportunity, the Cleveland Browns and their partners at University Hospitals have made a strong statement of support for youth football in Northeast Ohio by providing more than 1,500 USA Football Youth Coach Certifications to local youth coaches for this season. This initiative tackles the issue head-on and ensures that thousands of young athletes will learn from certified coaches.
Issue #4: Lack of Diversity and Inclusion
Some sports still struggle with diversity and inclusivity, with certain racial and ethnic groups, as well as girls and individuals with disabilities, facing barriers to participation and representation.
In the Fall of 2018, the WNBA (Women's National Basketball Association) and National Basketball Association (NBA) tipped off Jr. NBA Week with the launch of Her Time To Play, an initiative that aims to inspire the next generation of female athletes and leaders. Created in partnership with the Women's Sports Foundation, Her Time To Play pairs on-court training with off-court life skills lessons for girls, ages 7-14.
Teams across the league continue to invest through this initiative enabling girls to have equitable opportunities in youth sports.
Conclusion
As consumer expectations continue to shift, sports brands need to connect authentically through social impact efforts or run the risk of being left on the bench as fans turn to brands that best represent their personal values.
By investing in initiatives that address issues affecting their community, brands can bring their values to life while building trust and enhancing their reputations amongst new and existing fans.
