Helping Businesses Think Beyond in 2020
December 18, 2020
Since 2014, our sister agency thinkBeyond has been proud to work with some of the world’s most successful and socially-conscious businesses, governments and organizations. With a crisis on the scale of COVID-19, it was even more vital that companies step up to support the communities where they do business. So, in 2020, the agency also stepped up in support of its core principles, most notably to be community-minded and globally aware.
Here is how thinkBeyond helped a selection of its sports-focused clients leverage their resources and influence in a challenging year for all, positioning themselves for continued positive social impact for years to come:
The Sport for Good Response Fund
The Beyond Sport Foundation, Laureus Sport for Good, Comic Relief US, Comic Relief UK, Chivas, LA84 Foundation, Z Zurich Foundation and Hong Kong Rugby Union Community Foundation joined forces earlier this year in a collaborative effort to support sport for good organizations to adapt and thrive in the face of COVID-19.
37 organizations across 19 countries received grant funding and/or in-kind strategic support to help them navigate the pandemic. thinkBeyond led roundtables on topics ranging from shifting programming for a safe return to play to fundraising masterclasses to e-learning, setting them up for long-term success in the new social context.
Download the interim Sport for Response Fund report here.
Five organizations are also receiving additional one to one strategic consultancy from thinkBeyond through early 2021 targeting their specific challenges and helping to create longer-term solutions.
In December, we were thrilled to learn that the Fund has been shortlisted for a 2021 European Sponsorship Association (ESA) Award in the Best Ethical Response to COVID-19 – Sport category.
Bloomberg Square Mile Relay: The Extra Mile
The Bloomberg Square Mile Relay went online in 2020 with a new ‘Virtual Club.’ Since 2018, thinkBeyond has overseen The Extra Mile (TEM) portion of the global relay series, which allows participants to run for the cause they care about delivered by a network of partner charities in each race city.
"It is vital that we support our partner charities during this time, to ensure these projects and programs continue to provide opportunities for young people most affected during this global pandemic," stated the race organizers.
With funds especially needed this year, TEM helped Virtual Club members unlock nearly US$400,000 in donations for the charities to address issues specific to the pandemic through daily activities and challenges.
For example, past Beyond Sport Global Awards winner and shortlister Coaches Across Continents, created a sports-based curriculum to address health issues across Asia which it is training local organizations on and distributing across communities. And as the most active Virtual Club member city, London participants won the $30,000 bonus pot for charity partner, Greenhouse Sports. Funds which go towards supporting coaches to help young people whose education has been worst affected by the coronavirus lockdown.
In conjunction with the 32 clubs of the NFL, the NFL Foundation’s mission is to make a difference ‘well beyond the game.’ Its work in the US clearly demonstrates the value that carefully planned programs and activities, centered around American Football, can have on communities. The NFL is inspired to make sure the same is true in the UK, and in 2021 will launch the NFL Foundation UK.
To support the launch and UK Foundation activities going forward, thinkBeyond is working with their internal team to develop the overall strategy, identifying focus areas and corresponding initiatives that will deliver positive community impact, particularly in reducing discrimination and promoting equality.
thinkBeyond is also helping NFL Foundation UK ensure that its values and activities are integrated across all levels of the organization – building a common understanding and passion to achieve the greatest good possible.
International Cricket Council (ICC)
To harness cricket’s growing global popularity and to support the ICC's new global strategy, thinkBeyond developed an overarching social impact framework for the ICC in consultation with the organization’s key stakeholders, partners and internal teams.
The work resulted in a more holistic program that includes curriculum, communications and fundraising campaigns so that cricket can be used globally as a force for good. The framework will directly contribute to growing and sustaining the ICC's work, while positively impacting society and directly contributing to the UN Sustainable Development Goals (SDGs).
Brian Dawkins Impact Foundation
thinkBeyond oversees the activities of the Brian Dawkins Impact Foundation which provides inspiration, education and resources to youth families and communities in need. With kids’ mental health and well-being at increased risk in the current landscape, founder Brian Dawkins - NFL Hall of Famer, ‘Cerebral Wellness’ advocate and Beyond Sport Ambassador - focused on supporting youth and educators in 2020.
In partnership with Sport and STEM Alliance member, EVERFI, the Foundation launched an interactive, digital mental health and wellness course for 8th - 10th graders in targeted US cities with plans to expand in the future. The free Mental Wellness Basics course provides opportunities for students to explore their mental health, identify challenges they may face and develop strategies to manage those challenges.
In September, thinkBeyond also facilitated a day long virtual Impact Chat. Hosted by Brian and featuring NFL, WNBA, Olympics and MLB sporting and business greats, exploring: Cerebral Wellness, Real Talk on the NFL Season, Personal Betterment, Leadership on and off the Field and Life Beyond Sport. The sessions are available for download for a small fee with proceeds benefitting the Foundation.
To mark World Mental Health Day in October, Brian chatted with Beyond Sport Founder and President, Nick Keller for an episode of Life Beyond Sport. They discussed why this cause is so important to Brian and the three sporting moments that have defined his life. Listen to it here.
UK Sport
thinkBeyond supported the development of a social impact strategy for the UK agency responsible for investing in Olympic and Paralympic sport. By engaging UK Sport's key stakeholders and athletes, it created a series of recommendations based on the trends that emerged, followed by the facilitation of a week of staff workshops.
The goal is to turn those trends into a strategy that will drive how elite sport in the UK can best use its profile and platforms to make a positive impact on individuals and communities.
View our previous coverage of the Legal & General Not a Red Card Forum & Awards and the 10th edition of Euroleague Basketball's One Team Annual Workshop.
LOOKING AHEAD - THINKBEYOND IN 2021
Next year, thinkBeyond looks forward to continuing to support and advance business with purpose under the leadership of Pete Fitzboydon, formerly CEO of London Sport. He joined the agency in late 2020 ahead of commencing the role of Managing Director full time from January 2021. Current Managing Director, Lex Chalat, will take up the role of Global Advisor to continue to bring her world-leading knowledge and expertise on sport for social change.
Pete brings over 20 years of experience from the sport, physical wellness and sports technology sectors. He will help grow the business and its associated societal impact, expanding both its reach and range of services, while retaining thinkBeyond’s reputation for the excellence, innovation and authenticity that has become its hallmark.