This transcript has been lightly edited by AI
Sean Callanan (22:56.696)
So as you're through both rolling out change and really pushing purpose-led partnerships in that they're not the same as traditional sponsorships. And a lot of sponsorships are very much, how does this affect my business bottom line? Is that a pushback that you get? how many more widgets or how many more things am I going to sell as part of this partnership? How do you both reframe that question, but then also…
I've seen sustainability programs that do provide massive cost savings and those kinds of things, but is it a bit more outside the box? What are the metrics you look for to present back to a partner to say, is why I should be leading with purpose?
Mya Thompson Doelling (23:42.094)
That's a great question. think it's very different for different partners. I think there are some organizations that have more traditional marketing KPIs that were able to address those and how you promote a lot of these programs, whether that is through content creation in earned media.
How those campaigns are in working with different talent and influencers to promote those. And we're able to really show a lot of success in the engagement that the public has with these campaigns. There are other organizations that have much more focus on employee engagement and the way that employees can give back and feel that they're giving back, which are incredible programs as well.
Mya Thompson Doelling (24:40.386)
There are ways their organizations, especially again, at the scale and size of the organizations that we work with are trying to engage 100 different markets and engage employees in all of those different markets. And so we're able to provide those touch points and all of the 206 national organizing committees that we work with and being able to have a regional impact.
And so again, we work really closely with setting those KPIs with those partners. But I think overall what we've seen and people were pretty shocked, I think initially when you start talking about purpose and you think it ends up kind of being these fluffy numbers and feel good is no, there is a business impact. And from our own experience, we're seeing that companies that are really are harnessing the power of sport and purpose achieve better financial results.
They're attracting and retaining more talent. They're building loyal customer relationships. And as they keep doubling down on this and growing these programs, they're engaging even more and having better results. And so I know that from some of the research that we're seeing, I think it's 91 % of businesses believe that purpose-led sponsorships are performing better than traditional sponsorship.
