Playbook for
Game-Changing Impact
Playbook for game-changing impact aims to
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Stimulate youth volunteership
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Promote community-related activities by partnering with the best team-focused, independent content creators on social media
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Demonstrate achieved impact based on data-driven, quantifiable goals
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Increase community-related investment in-line with franchise/club valuation
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Build a community “Hub”
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Commit to “Anchor Programming”
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Develop programming outside of the local community
Stimulate Youth Volunteership
One of the most promising yet underutilized opportunities in the world of sports philanthropy is engaging young fans to be active volunteers. Youth fandom is already both widespread and deeply emotional. 97% of the high schoolers I surveyed identified as sports fans, and 77% said that they would be more likely to participate in a charitable event if it were affiliated with their favorite sports team or player. Yet, despite this apparently strong interest, not a single student surveyed had ever experienced or participated in a team-led charitable activity. This represents a large missed opportunity to channel the passion of young fans into tangible community impact that would benefit both the team and the young volunteers. When these foundations overlook youth philanthropic engagement, they miss out on the energy and enthusiasm of young fans, and these fans miss the long-term benefits of developing, among other things, the positive habit of civic participation.
My interviews with New York City's team foundations and community departments revealed that while there is interest in generating teen volunteership, there are barriers that make it difficult. For example, the staff at a soccer team noted that necessary background checks and youth safeguarding protocols can cost around $100 per volunteer, making wide-scale youth involvement in foundation activities financially meaningful and logistically hard. Similarly, a baseball team and a basketball team that I interviewed expressed their interest in teen volunteership, but they both cited their preference of relying on partner organizations as a barrier. I am working on developing a non-profit which helps teams “vet” potential volunteers in a way that is efficient and cost-effective to help remove this type of concern. Another promising workaround to these issues is to adapt NYCFC’s existing model of developing local mentors that grow up through their existing programming. These mentors then serve as a “youth leadership council” that helps plan events. By partnering with schools, youth non-profits, and even city-run after-school programs, foundations can reduce the individual costs and create structured pathways to facilitate participation. When teens can see their fandom reflected not just in what they consume, but also in how they contribute, the relationship between teams and the communities that they support becomes much more powerful.
My personal experience with youth fan volunteership has been incredibly positive. By deciding to run half-marathons to raise money for the Arsenal Foundation, I have been able to meet special people and generate a positive impact in ways that I didn’t know were possible. I have been lucky to be able to interact with the leadership at the Arsenal Foundation and learn from their approach, and I have volunteered in person to help their efforts with the Arsenal In The Community programs in North London. When I see Arsenal publicizing its work in the Za’atari Refugee Camp, it feels great to know that I am playing a small part. These experiences have been fulfilling, and they ultimately led to my pursuit of what has become the Community Playmaker Project. Fan volunteership is at the heart of it, because just like so many fans all over NYC, I care about the club that I support, and the club cares about its community and much more.
Promote community-related activities by partnering with the best team-focused independent content creators
Another effective way for team foundations to deepen their connection with fans is by partnering with independent content creators that focus on their specific team. These creators, whether they are podcasters, bloggers, YouTubers, or social media personalities, often command a unique trust amongst the fanbase that can create a large and loyal following. Their passionate platforms allow creators to project an authenticity which cuts through the more corporate messaging of the teams and speak directly to the emotional core of fandom. When a team collaborates with a professional and respected content creator, the message about community initiatives can be conveyed in a powerful manner with increased reach, focus, and candor.
A strong example of this type of partnership comes from Arsenal FC. I first learned about their Coaching for Life program in Za’atari through ArsenalVision, a podcast that is run by a group of extremely talented and dedicated Arsenal-related content creators. These creators provide expert and entertaining commentary and analysis on all things Arsenal, and they have a meaningful and growing audience. When I was in ninth grade, I listened to a podcast episode which highlighted the Arsenal Foundation’s efforts at the Za’atari camp and got the idea to run a fundraiser on my own. By working with ArsenalVision, Arsenal tapped into a trusted voice that fans engage with on a daily basis. Their partnership went beyond simple promotion of the Arsenal Foundation’s program — Arsenal players recorded messages of support that were aired on the podcast, members of the podcast did interviews in the camp in Jordan, and the podcast ran special fundraising campaigns. Fans who may not have engaged with a formal press release on the team’s official website or social media instead found the initiative through the authentic storytelling of creators whom they valued.
This model can be replicated across markets and for any type of fundraising or community-focused event. By identifying the most influential and credible fan voices, teams can amplify their charitable efforts in ways that feel organic instead of transactional. Content creators thrive on storytelling, and community programs provide rich human stories that align with their mission of connecting fans more deeply to the team. When fans see their favorite podcast host or YouTuber not only just speaking about a charitable program but actively volunteering or raising money, it can create a snowball effect. In this way, the creators can be important bridges that connect foundations and fans.
Demonstrate performance based on data-driven, quantifiable goals
In order to build deeper trust and more long-term investment from both fans and partners, sports team foundations should focus on measuring their impact using clear, quantifiable, and goal-driven outcomes. Too often, teams highlight surface level metrics such as the number of programs they put on or the number of events hosted, without depicting the deeper, lasting change that they are trying to create. While these outputs are helpful for demonstrating activity, they often do not effectively tell powerful stories. Foundations should instead ask: How many kids have improved their academic performance because of our programs? How many local internships or jobs have we created? How many young people have returned as mentors, coaches and leaders in their own neighborhoods? These are the types of outcomes that can resonate with fans and meaningfully reflect their goals for generating positive impact.
Some organizations are already beginning to adopt this type of mindset. One soccer team, for example, hired a team of consultants to conduct a “social return on investment” analysis that studied the team’s community work. The team concluded that its programs generate over four dollars in “soft value” for every dollar they spend on programming. This soft value concept includes improvements in the confidence, wellbeing, and social cohesion in the program’s young participants. Regarding examples of “showing the work,” both NYCFC and the New York Giants publish key indicators in a public “Year in Review” document, which helps them show transparency and accountability within their fanbase and show the incredible work that they do backed up with statistics that prove the effectiveness of their programs.
Foundations should take a cue from the model used by the nonprofit Grassroot Soccer (www.grassrootsoccer.org), which has designed its approach to its mission (teaching soccer to make a positive impact on the health of children in sub-Saharan Africa) around focused research and vigorous data collection and analysis. Here is an example of the research they have used: https://bjsm.bmj.com/content/44/8/546. Impressively, Grassroot Soccer prominently references on its website the underlying studies and research reports (60+ studies and 7 randomized-controlled trials) that they use, as well as the key metrics that describe the type and magnitude of impact that their approach has already achieved.
By communicating these clearly defined metrics that are tied to important key objectives such as educational advancement, job readiness, and mental health improvement, teams can effectively demonstrate their values, strategy, and performance. When storytelling and data are used together, foundations can move from “feel-good” charities to vehicles for evidence-based impact that will last.
Increase community-related activity in-line with franchise/club valuation
As United States sports franchises have seen their valuations multiply in recent years (Forbes provides the most authoritative information and estimates), it is appropriate that their investment in community initiatives grows commensurately. However, my high level analysis (using data from Forbes and from ProPublica for non-profit financials) suggests there may be a persistent mismatch between team valuation and community investment, as most New York Sports teams contribute a very low and relatively stagnant percentage of their estimated franchise value into their charitable foundations annually. For individual foundations, very little change was found in expenses from year to year, even as the estimated net worth of the franchises themselves skyrocketed. While even a small percentage of their enormous valuation increase can yield meaningful impact, this stagnant investment reflects a missed opportunity.
One solution is for teams to establish internal benchmarks that tie community investment directly to valuation growth. Alternatively, leagues could set a target community reinvestment ratio for all teams to meet annually, designed for maximizing social impact. Such measures wouldn’t just improve public perception, they would demonstrate that success on the balance sheet translated directly to broader civic responsibility for teams.
Fans, sponsors, and cities increasingly expect teams to act as forces for good instead of just private enterprises. When valuation and investment grow hand-in-hand, the teams can build long-term trust and loyalty in their communities. Teams can amplify this positive effect by actively publicizing their increasing investment.
Develop a community “Hub”
A tangible and long-lasting way for a team to root itself in its community is by creating a permanent, physical space that is dedicated to charitable programs and fan engagement. A “community hub” can serve as both a symbolic and functional connection between the team and the people it represents. Arsenal FC’s community hub next to their stadium in North London is a strong example. The Hub offers spaces for mentorship programs, education workshops, recreational games for all age groups, and community events year-round. It also contains offices for the Arsenal Foundation employees. In my conversations with them, Arsenal Foundation leaders emphasized that having a dedicated home base allows them to have a steady rhythm of programming and to deepen their relationships with the local residents. Creating and centering such a hub isn’t just a community relations gesture —it is an appropriate investment into long-term impact. I saw this firsthand when I volunteered at the Arsenal Hub and participated in numerous activities designed for North Londoners of all ages, from seniors to schoolchildren.
The idea is especially compelling for new franchises or for teams moving into new stadiums, as a hub can help establish credibility and trust in local neighborhoods from day one. I identified 14 new stadiums built by major women’s and men’s sports teams in the US over the last five years, and it appears that none features a community hub. When community spaces are intentionally designed for and tied to a team’s core identity, they can become important for fans beyond game day. Hubs can host fan-led donation drives, serve as training grounds for youth coaches, and provide safe spaces for afterschool programming in underserved neighborhoods. A hub can also function as a storytelling center, showcasing the charitable history of the team and sharing real-life outcomes of the programs run by the team.
From a more practical perspective, a hub creates a more efficient operation for a charitable arm of a sports team. Staff can coordinate programs from a single location, partner organizations can work with the hub for easier collaboration, and events can be staged without relying on expensive venue rentals. Commercially, it can be a unique selling point for sponsors who want their brand tied to a visibly community-connected infrastructure. A hub is in some ways a physical manifestation of the team’s promise to its community — a point of pride for the neighborhood, and a place where fans can visit, volunteer, and integrate into a local network.
Commit to “Anchor Programming”
I have learned that true depth of impact often comes from a simple but important source: consistency. What I call “anchor” programs, or initiatives that a team commits to developing and growing over many years, create the kind of trust and recognition that rotating campaigns or one-off events rarely achieve. I call these anchor programs because they are an important part of the team’s community outreach, and one that functions by establishing roots over time. Through my interviews, it became clear to me that even the most active foundations can struggle to achieve both breadth and depth of impact. Many run over a dozen programs in a year, but only few of these programs have the longevity to achieve deep impact and become relevant to the broader identity of the team itself. The Arsenal Foundation’s Coaching For Life program in the Za’atari refugee camp is a perfect example of an anchor initiative. Over seven years, it has evolved to include a network of local coaches and mentors, many of whom began as participants. The depth of that relationship shows what can be achieved when a team stays consistent with a cause that reflects its values.
For American teams, the opportunity to adopt anchor programs is immense. Several New York franchises already have initiatives with this potential. The New York Mets “Ya Gotta Read” literacy campaign, running for over a decade, has touched thousands of students across the city. The New York Giants long-standing minority coaching fellowships and “play60” programs are also examples of enduring commitments that fans can recognize and respect, relying on them to return year after year as local communities become more involved. By elevating two to three programs like these that align closely with their history, fan culture, and community needs, teams can cultivate a deeper bond with both their participants and supporters.
Long-term programs also lend themselves to measurable progress, allowing foundations and community departments to track and publicize growth over time. Fans can see not just the snapshot of an annual impact report, but the longitudinal arc of change —for example, how many students have graduated from a mentorship program since its establishment, how many jobs have been created through workforce initiatives, or how many youth coaches have received professional training. This sustained storytelling fuels excitement and trust and can give fans a sense of co-ownership in the success of these programs. From a strategic perspective, anchor programs can still very much coexist with shorter-term initiatives, ensuring that the foundation will remain responsive to a diversity of community needs.
Develop programming outside of the local community
While many sports teams understandably center their charitable work on nearby communities, there is exciting value in selectively looking beyond. Expanding the focus of outreach activities can create impact in unique ways, including for the team’s local community by bringing the attention of their fanbase to important human issues that exist further afield. In this way, work outside of the community provides an exciting complement to the traditional work of a team’s community outreach activities.
Again, the Arsenal Foundation’s long-standing work in the Za’atari refugee camp in Jordan is a great example, which exemplifies how deep and sustained investment to create positive change outside of a team's local community can become an important expression of its values. Even though the initiative is based far from Arsenal’s home in North London, it is viewed by the club now as a central piece of its philanthropy. According to the leadership of the Arsenal Foundation, the commitment is not just about doing good abroad, but about embodying Arsenal’s philosophy of mentorship and consistency in a global context. Teams can look to achieve this type of impact by partnering with an established program or non-profit that specializes in the targeted area/topic, such as Grassroot Soccer. The Arsenal Foundation works with Save The Children UK, among other helpful organizations, on its Coaching For Life program.
New York teams are beginning to explore similar models, albeit on a scale that is much smaller. The Mets “Sandlot Stars” program, which supports youth baseball academies in the Dominican Republic and Puerto Rico, stands out as a rare example of a city-based franchise deliberately investing in communities outside of the five boroughs or tri-state area. Another example of this is the New York Jets’ investment in starting and providing equipment for girls flag football leagues in Dublin, Ireland and London, England. These kinds of outreach initiatives acknowledge the cultural and familial ties many fans in New York share with these regions, making the work feel personal and meaningful despite the geographic distance. They can also provide an opportunity for fans to see their team as more than just an outlet for entertainment, but also as a bridge that connects communities with shared values and shared love for the same sport.