The Wharton School at the University of Pennsylvania recently conducted a research study about social impact of sports teams. The study was conducted in collaboration with Beyond Sport. The findings of the study have now been published in the form of a paper which discusses about how sports teams can best leverage their brand for social impact.
The paper has been published in association with the Eagles Youth Partnership, the community program of the American National Football League (NFL) franchise the Philadelphia Eagles. The program offered an opportunity for Wharton students to develop and execute the field research project.
Beyond Sport played a crucial role in bringing the paper to life as the project was conceived at the Beyond Sport Summit 2010 in Chicago where the Eagles were one of three shortlisted projects in the Sport Team of the Year category for the Beyond Sport Awards.
The Field Application Project explored some of the best practices in the field of social impact in sports. The learnings contained within the research will provide a useful tool to clubs who are seeking to expand or launch their own philanthropic efforts and is the latest example of the ‘Beyond Sport Effect’ – tangible benefits on communities created by Beyond Sport through its global network of organizations and individuals operating in sport and development.
The research will also be one of the talking points at Beyond Sport United – a unique event, taking place on September 27 at Yankee Stadium in New York City, bringing together the greatest gathering of sports teams ever assembled to address their role in triggering positive social change in the communities they serve.
