Sunday, September 25, 2022

Youth Are Ahead When It Comes To Sports and Diversity


This is the second in a series of blog posts by 
Rush Olson and Catalina Villegas on the intersection of sports and diversity. You can read it in Spanish here.

We’re each fortunate enough to call Basketball Hall of Famer Nancy Lieberman a friend. Recently Rush conducted interviews with ten young people who had just received college scholarships from Nancy’s charitable organization. Driving home from the shoot, he called Catalina because he was really excited about how the young people had responded to a question about how sports can bring people together.

Per the requirements of the Nancy Lieberman Charities’ scholarship, an applicant must have played at least one sport in high school. So each student has recent knowledge about how it works to play on a team. Tayla Slone, for instance, pointed out that “it's really good for communication and teamwork.”

Several talked about how sport had helped them make new friends. Alexis Gomez explained about “this one girl I went to elementary school with her, middle school, we went through all the grades together. But we never spoke. And until basketball, we were like ‘Oh, you know, like you're so cool. Like, like, how did we did we never meet or never become friends?’ And through basketball became really great friends.”

Through running track, Alexia Barnes made acquaintances she never would have otherwise.

“I would even make friends with people out-of-state and it just was fun and cool to meet people from different states,” she said. “They were friendly and we had a lot of things in common.”

Sharing an appreciation for a sport can ease acceptance of those aspects of life teammates may not have in common. Jeremy Griffin experienced that on his basketball squad.

“One of my teammates this year that I just graduated with, he came from Syria, like not even maybe three or four years ago. So I feel like it brings all types of people together - all types of cultures, races, anything. It's good because you learn a lot, learn a lot about different people. You can figure out what type of stuff you like from other people's cultures.”

Mackenzie Amaya, who participated in cross country, basketball, and softball, noted, “I think just bringing the different people together just helps us bond a little bit better.”

Gomez said, “We all have love for the same thing. We all have the love to play basketball to win games. But we also all have so many different other interests. And so whenever we all get together and play basketball, we're able to learn about other people. And it's just so amazing to know that, ‘Oh, we can all come together.’”

The young people who receive these grants ($10,000 each toward tuition) have to document more than their athletic pursuits. They must also demonstrate academic achievement. They’ve all graduated and are headed to college – basically, they’re smart kids. So they not only observe the effect sport has in overcoming differences, but they also understand why it happens.

“Because you play for passion, you don't really don't care (about) their background,” explained tennis player Seba Al Khawalda about playing on a team with people different from her. “The things that they get discriminated to, they're not as important as the unity of the game that you're going through.”

Jaedan Freeman's own experience provided an example of how the nature of sport discredits stereotypes.

“There's like, so many different races. And a big thing to me in high school is ‘if you're one color, you're not good at that sport.’ So for me, softball was, ‘Oh, you're Black. You're the only girl who's Black on the team. You're not better than anybody.’ And so when you get with a team, and you show them, ‘I'm just like you, I know how to do what you're doing,’ it really opens people's eyes to, like, ‘You're right. We're the same. We do the same thing.’ It's a strong bond. And also it's an eye opener for the world for others that just have a closed mind.”

Zaria Johnson saw the world’s eyes opened a bit wider thanks to a recently concluded sporting event she’d watched.

“The biggest example I can think of is the Olympics. We got people from all over the world coming together.”

Evan Davis played a pair of Olympic sports from opposite ends of the diversity spectrum. That he could enjoy both speaks to the power of sport.

“I play one of the most diverse sports in the world, soccer. Soccer is played all over the world, right? So it brings together a whole bunch of different people, because there's countries in Africa that play soccer, there's countries in Europe, Australia, and none of us speak the same language, but whenever we're on that field, we all know what to do. So I feel like it brings us all together as a family because of the game and how we play together.

“Swimming is predominantly a Caucasian sport. The stereotype is Black people can't swim. And I feel like I actually learned a lot from that,” explained Davis, who is African American. “It taught me how to get along with other people. And it showed me that swimmers are actually very athletic as well, because it's a very hard sport to do.”

The 2024 Summer Games will happen in Paris, France. The first time the city hosted the Olympics, in 1900, the program included an angling competition. It notably featured men and women contestants. Though fishing advocates have not succeeded in getting their pastime included in subsequent Olympics, Chaney Kelly does believe his sport lends itself to cutting across lines of not just ethnicity, but gender as well.

“We have a lot of guys who fish. And in the past four years when I've been fishing, we've seen more and more female interaction with the sport,” said Kelly, who competed for the Lovejoy High School fishing team. “I think that it's great, because everyone just thinks, ‘Oh, my dad took the son fishing.’ But we're really seeing more integration with female competitors. And I think that's a great thing for the sport. Because there's nothing masculine about fishing, we just go out there and try to trick some fish into biting our hook. So I think that in that competition, people of all races, people of all genders, everybody can come together and just try to catch as many fish as they can.”

The scholarship program also takes into account work in the community when deciding which students will receive their scholarship money. Helping others has long been important to our friend Nancy, including those who don’t look like her. She developed her appreciation for a diverse world in large part through her participation in athletic endeavors. When her nonprofit solicits support for building facilities like Dream Courts™, they often cite lessons learned that go beyond the basketball or tennis lines painted on the courts. They suggest that participation in sports can help children absorb so much more than just the game. Our experience with the charity’s inspiring scholarship recipients shows how spectacularly that plan can succeed.


My friend Catalina and I have posted our second blog post on the intersection of sports and DEI. Its inspiration came from interviews we did with some exceptional young people for Nancy Lieberman Charities' annual Dream Ball gala. hashtagsports hashtagdiversityandinclusion hashtagDEI

Saturday, June 12, 2021

Why Are We Friends?

 You can read this post in Spanish here: https://www.linkedin.com/pulse/por-qué-somos-amigos-catalina-villegas-mba-ms/?published=t 


Why are the authors of this post friends? The answer is “sports.”

Rush’s version: “It’s because I let Catalina defeat me at tennis.”

Catalina’s version: “Rush appreciates that I let him drag his old slow butt around the same court with me.”

OK, neither of those are really true, although we have played tennis together (and yes, Catalina is the better player). We did meet through sports, though. Rush formerly worked for the Texas Rangers and when he wanted to work on a documentary film about Iván “Pudge” Rodríguez, his contacts there introduced him to Catalina, who works with Pudge.

We’ve been diligently working on that project, and as we’ve done so, other opportunities for collaboration have surfaced. And as we’ve worked on those projects, we’ve learned more about each other – learned, for one, that we have very different backgrounds.

Rush: blonde, of English and Nordic descent, lifelong Texan, early 50s, straight, single

Catalina: dark-haired, originally from Colombia, early 30s, gay, married

But despite those differences, we get along. In fact, more than just getting along, we’ve become good friends. We think sports is a big reason why.

First, it’s something to talk about. We can discuss professional tennis, soccer, or any number of other sports that interest both of us. Second, and more importantly, we draw on the lessons sport teaches.

We like the way You Can Play (an organization on whose board Catalina serves) puts it: if you can play, you can play. When you want to win in a team sport, you find that prioritizing a teammate’s ability over pedigree maximizes your chances of realizing that goal. We have seen how each other’s talents can make a difference on projects, and the result has been mutual respect.

Our sports backgrounds have no doubt contributed to the development of some of the qualities we find compelling. We both value effort, teamwork, and tolerance.

This isn’t unusual. Sports readily provides the common ground that is a necessary precursor to growing a friendship. Its qualities often help that relationship blossom.

And along the way, you often discover you have more in common than just sports. It turns out we both also like dogs, Pink Floyd, and whiskey cleverly poured (ask us about that story sometime). We look forward to finding more shared interests as we go along – it’s part our natures, thanks to sports.


This is the first in a series of blog posts by Rush Olson and Catalina Villegas on the intersection of sports and diversity.

Sunday, February 21, 2021

Why Curiosity Matters For Sponsorship

Success in the sponsorship game hinges on a few factors.

You should have a basic knowledge of the sponsorable property (don’t let someone sell you fourth quarter rotational signage in an ice hockey game).

Like we see in the Progressive Insurance commercial, you should master the skill of opening a PDF document.

And in a non-virtual world, it probably doesn’t hurt to own a business suit that fits reasonably well.

But in the course of discussions with some valued colleagues yesterday, I identified another crucial, yet perhaps undervalued, quality that enhances sponsorship for brands, properties, media, and all others.

Curiosity.

While on a Zoom call with Chris Baylis of the Sponsorship Collective and Heather Clifford of the Vertical Challenge, I suggested that one thing I enjoyed about speaking with Chris was that he was curious. He always wants to know how to make things better and why something worked or didn’t. He then suggested the quality has merit in sponsorship seekers, because you need to desperately want to discover how to create a package that works superbly for a potential client.


I do a lot of interviewing in the course of my work, a task for which curiosity becomes a basic prerequisite. Those skills matter in sales, too (including selling sponsorships). You need to understand your customer’s businesses as deeply as possible to solve their problems for them.

In sponsorship, it wasn’t always that way. In my early days working for the Texas Rangers, I remember a sponsorship executive telling me that the customers who tended to sponsor the club were those who had executives who loved the team or the sport. He didn’t have to dig into audience data. He just had to find Rangers fans in a nice suit.

The process in media was a little more rigorous, but still not great by modern standards. In another of Tuesday’s conversations, Lauren Allison of MVP reminisced with me about the old measurements of TV viewership via Nielsen diaries. I recalled buying billboards in neighborhoods we knew hosted an oversampling of Nielsen families. As a TV station promotion director, I was trying to game the system.

Curious people like Chris and Lauren make it harder to unload sponsorships based on imprecise reasoning. They do valuations to enable inquisitive brands to determine the actual value of that baseball package they just bought that included a sign in the bullpen, title sponsorship of the manager’s radio show, and a dozen baseballs autographed by José Guzmán.

Curiosity comes in handy on the brand side, too, not just the sales side. You’ve got to think about all the ways your company can benefit from attributes associated with the property. Can your sales team use hospitality assets? Could sports content built around DEI help your Chief Diversity Offer in her mission? How can you use specific activations to microtarget important audience segments? Lauren and I discussed silos within companies. Silos are the enemies of curiosity. And of maximally effective sponsorships.

For sponsorships to grow as a part of marketing mixes, the industry has to continue to seek new ways to implement and measure them. While I didn’t get to actually speak with my friend Sophie Morris yesterday, a post on her LinkedIn page brought me to a recent survey by the European Sponsorship Association. Their work indicated that confidence in the industry is rising as we (hopefully) begin to emerge from the pandemic, and noted “a significant majority of those surveyed acknowledged that sponsorship needs to evolve.” You don’t evolve or innovate without the desire – indeed, the drive - to actively do so. Sophie and her partner at Millharbour MarketingManu Cendron, have mad curiosity skills and it shows in their research and sponsorship consulting work.

As a matter of fact, when I’m in London, Manu and I tend to be especially curious about pint glasses filled with different varieties of stout.

So curiosity matters in the planning and evaluation stages of sponsorships (and also at the pub, apparently). But it’s also at the heart of what makes sponsorship work, because a huge part of the job of sponsorship is to develop curiosity in the people most important to all of us in the industry: the audience. Whether it’s a logo on a press conference backdrop that drives someone to wonder what that brand is that they’ve never heard of or the video about DEI in sport that gets someone interested in the brand’s values regarding that subject, effective sponsorship makes fans want to explore and perhaps discover what’s at the bottom of that sales funnel. At that point, basic curiosity benefits the bottom line.

Thanks for reading this. I’d like to note that I would heartily recommend assuaging your own curiosity about all the people I namechecked in this article. They’re all really good at what they do and could make your sponsorship efforts better whether you work with a brand, property, media outlet, agency, or otherwise.



Rush Olson has spent more than two decades directing creative efforts for sports teams and broadcasters. He currently creates ad campaigns, television programs, and related creative projects for sports entities through Rush Olson Creative & Sports, Mint Farm Films, and FourNine Productions.

MintFarmFilms.com

Linkedin.com/company/rush-olson-creative-&-sports

Facebook.com/RushOlsonCreativeandSports 


Sunday, December 20, 2020

Virtual Victors: Fast Pitch 2020




Thursday night, EMBRACE Action won.

The North Texas nonprofit earned the People’s Choice Award at the annual Fast Pitch competition. That’s not unusual. The Dallas Influencers in Sports and Entertainment organization has awarded the honor, this year sponsored by sponsorship data firm MVP, every year since 2015. What was strange this year was the winner couldn’t take the award home with them.

Normally a half dozen charities make presentations in front of judges and an audience of sports and entertainment industry types. The panel deliberates and doles out monetary grants in amounts they deem appropriate to the quality of the presentations. The crowd gives out more money to one of the six via the People’s Choice balloting.

But 2020 has frowned on gatherings. And passing awards between undersanitized hands. But it has driven home the need for kindness and generosity in one’s community. DISE decided it needed to still have a Fast Pitch.

Maintaining a sense of normalcy has proven challenging throughout the pandemic, and few professions have felt its impact more than those involved in planning live events. Many have canceled their gatherings altogether. Others have looked for ways to host them virtually, but one can’t possibly exactly duplicate the experience of a prestigious, rollicking, or meaningful program via electronic means.

To make the most of what you’ve got to work with, it helps to start by thinking about what you would have aimed to accomplish had you held the event live. And then to think about ways to still achieve those goals and, if possible, add enhancements unique to the virtual world.

For Fast Pitch, we identified this list:

•          Celebrate charities who do good things for the community

•          Celebrate a prominent sports figure who has made an impact

•          Actually do some good for the community through donations and awareness

•          Bring DFW industry professionals together for networking

•          Provide value for sponsors

•          Show what a vibrant sports & entertainment industry DFW has and position it as a leader among markets worldwide

•          Have fun (and cocktails)

OK, I might have added the cocktails part myself. But I didn’t get any pushback either.

The nonprofits normally get two things from Fast Pitch: funds through grants and notoriety via getting to tell their stories on stage. The organization luckily did have some funds available for grants. They decided to select three charities, with the DISE Philanthropy Committee choosing from among applications.

Without presentations on a stage, the notoriety portion seemed trickier. Here’s where we decided to utilize the advantages a virtual approach supplies. We realized we didn’t have to limit ourselves to just a one-day event. A rich mix of online content might allow us to achieve an even broader footprint for Fast Pitch spread over multiple days instead of just one bang-up evening.

We wanted a heavy dose of video to mimic the energy of a live stage. Specific communication resonates better than general, so rather than simply run overview videos for each grantee, we would ask the nonprofits to each supply us with three stories of ways they had helped a particular person, neighborhood, or cause. We’d create scripts and videos about the stories and run them on DISE social channels leading up to a virtual finale event. We’d still award a People’s Choice Award at the finale, but instead of just having one night of balloting, we’d allow individuals to vote once per day for 10 days. We wanted the community to have ample time to explore these organizations and for them to rally their supporters.

Who should we have tell these stories? Our distinguished collection of narrators featured sponsor representatives, including The Marketing Arm, the Dallas MavericksTony Fay PR, and MVP, along with DISE board members and our finale emcee, Julie Dobbs from The Ticket and The Mom Game. We hoped this social media-centric approach would add a level of engagement across multiple days, with likes, shares, and comments from the narrators, their organizations, the beneficiaries, and all of their networks.

2020 influenced not only how we recognized the charities, but how we selected them. All summer, DISE programming had addressed the erupting racial tensions. So the Philanthropy Committee members looked for organizations whose missions included both service to children and social justice. They found three excellent ones:

• After8ToEducate

• EMBRACE Action

• Youth With Faces

Normally at the Fast Pitch event, we have a headlining music act of the caliber of U2 or Taylor Swift. We needed to duplicate their powerful impact, but I had, unfortunately, misplaced Taylor’s number.

OK, we haven’t convinced Taylor Swift to play a Fast Pitch yet (although Downtown Doug did a nice set one year). But we still needed attention-getting content to supplement the charity stories. We decided we’d have board members Hunter Harvin and Quashan Lockett do a retrospective on the social justice in sports webinar series DISE had held earlier in the year in conjunction with Black Sports Professionals – North Texas and the Women in Sports and Events DFW chapter. It would be poignant, but we also needed some content that could duplicate the exuberance everybody feels during the one time a year when the whole industry gets together. We needed to be, you know, fun. Even without cocktails. Or Taylor Swift.

Luckily DISE President Carla Rosenberg saw the vision. She let my colleague Dave French and I record video of her in front of a green screen and she gave a great performance while we threw her footballs and stabbed her with a hockey stick (the referee would have assessed me a five-minute spearing major penalty and a game misconduct in a real game).


The fast-paced result proved to be exactly what we needed as an opening video. If DISE members hadn’t picked up on the vision before, they could now. And they were energized. They could now see that Fast Pitch was still gonna be cool.

We put a couple more talented board members to work doing fun videos promoting the People’s Choice Award and the online auction (presented by Polsinelli), plus a promo from Julie. We also got all the charity stories videos shot and edited.

Meanwhile, we also wanted to find a prominent local athlete to honor with the Heart of Dallas Award, presented by Southwest Airlines. Past honorees have included Clayton Kershaw, Emmitt Smith, Jamie Benn, Troy Aikman, and Dirk Nowitzki, so we wanted to keep that run of quality going. Luckily the board saw an obvious choice in a Dallas Cowboys Pro Bowler who had both talked the talk and walked the walk on social justice and community service this year: DeMarcus Lawrence.

Thankfully Lawrence accepted the honor, designating the Ronald McDonald House to receive $10,000 on his behalf.

We tried to make the virtual happy hour finale fun, with Rosenberg and Board Chair Kern Egan even proposing drinking games involving the evening’s sponsors, Andrews Distributing and Red Bull (see how I worked cocktails back in there?). Via SPORTFIVE’s bespoke virtual events platform, we did much of the affair live, with a few pre-recorded bits. I’m not going to tell you which parts were pre-done - watch Julie’s DeMarcus Lawrence interview and see if you can guess which it was.

We wrapped it all up on time and, at the end, EMBRACE Action won the People’s Choice balloting. Just like a deserving nonprofit does every year. And we felt like we got all our boxes checked in terms of what we wanted to accomplish with the virtual version of the event. Thanks to social media interaction and the chat window at the finale, we even felt good about the networking angle. All the same, we’ll be happy to put 2020 behind us and do Fast Pitch in person next year. With cocktails.

Hunter Harvin and Quashan Lockett in studio



Rush Olson has spent more than two decades directing creative efforts for sports teams and broadcasters. He currently creates ad campaigns, television programs, and related creative projects for sports entities through Rush Olson Creative & Sports, Mint Farm Films, and FourNine Productions.

RushOlson.com

MintFarmFilms.com

Linkedin.com/company/rush-olson-creative-&-sports

Facebook.com/RushOlsonCreativeandSports 


Monday, October 26, 2020

Has A Smile Ever Mattered More?

 Has a smile ever mattered more?

The notion occurred to me after watching a video my friend Canaan Kelley put together for one of my favorite nonprofits, Nancy Lieberman Charities. In the piece, Nancy visited the office of one of the organization’s dedicated supporters, Couture Dentistry. Thus you see the connection that occurred to me: dentists & smiles.

In the video, like pretty much everywhere else in the world, we see a lot of people wearing masks. Masks make it harder to tell if someone is grinning at you. But that doesn’t mean you shouldn’t smile. In fact, conveying that touch of warmth in your expression seems more crucial than ever.

The world already had COVID-19 disrupting human relationships and, in the U.S., we had a contentious election looming. Then this summer social justice upheaval, made us question a lot of our assumptions about people and precipitated more tension. I’ve been fortunate enough to do some diversity, inclusion, and equity work with Sidney and Takisha Moncrief this year, and one thing he wrote about in his new book was how a smile can defuse hostility. I’d like to think I’m inclined to be friendly anyway, but I found myself thinking more than ever about smiling at strangers, especially ones who looked different than me. But unless I was properly socially distanced, the ever-present mask frustratingly muted its impact.

But a smile doesn’t have to just be about lifting your lips. There are other ways to show affection. You might just have to get a little more creative about it. 

Nancy has always believed in showing love to the companies who sponsor her charity. And in making this piece, she found a creative way to smile at one. She and Couture’s owner, Dr. Nelson Lo, come from different ethnicities and backgrounds, but she smiles at him big-time in the video - whether she’s showing her teeth off or not.

Nancy’s friend and TV colleague Erin Hartigan appeared with her at the Couture offices. If you’ve ever seen them together, on the air or off, Nancy and Erin share laughs regularly. Constantly, even. That comes through when they appear on camera together, including in this video. Thanks to COVID-19, most of us have had to do a lot more of our communication through cameras and monitors. We’re not all as professional at it as Erin and Nancy. But we can all aim to convey amiability in our interactions. 

Please, whether anyone can see you or not, keep smiling.

Rush Olson has spent more than two decades directing creative efforts for sports teams and broadcasters. He currently creates ad campaigns, television programs, and related creative projects for sports entities through Rush Olson Creative & Sports, Mint Farm Films, and FourNine Productions.

RushOlson.com

MintFarmFilms.com

Linkedin.com/company/rush-olson-creative-&-sports

Facebook.com/RushOlsonCreativeandSports