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How to Get ESPN Interested in Your Athlete

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How to Get ESPN Interested in Your Athlete ESPN & SO Partnership: SO Regional Conference October 2016 Using the Power of Sports to Inspire Social Change SPECIAL OLYMPICS + ESPN PARTNERSHIP Special Olympics and ESPN have had a partnership for more than 30 years! That partnership has never been stronger and more significant than it is today. Over the past three years, ESPN has continued to deepen its relationship with the Special Olympics movement, by becoming the Global Presenting Sponsor of Unified Sports and its coverage of the remarkable Special Olympics events, athletes and community. SPECIAL OLYMPICS + ESPN PARTNERSHIP GROW AWARENESS, ACCEPTANCE, AND INCLUSION OF PEOPLE WITH INTELLECTUAL DISABILITIES THROUGH THE POWER OF SPORT • Multi-platform, year-round strategy • Big events, big storytelling • The power of Unified Sports HOW TO LEVERAGE ESPN SUPPORT ON LOCAL LEVEL: • Utilize ESPN and SO Unified Sports co-branding • As specified within our Special Olympics Unified Sports guidelines (refer to pg.20 & 21): see link on SOI resources page • All SONA Programs are able to create local signage; require ESPN approval (48-hour turn around time) • Unified Sports logos are in each Program’s SONA-provided DropBox • New co-branded merchandise, banners and more forthcoming • Volunteer opportunities in states where ESPN has people on the ground • CT, NY, North Carolina, Florida, Los Angeles & Seattle • SHARE YOUR STORIES! More on that later… ESPN + UNIFIED SPORTS • Developing co-branded products for purchase: What merchandise would be useful to all SONA Programs? • New catalog with ESPN Consumer Products; early 2017 ESPN + UNIFIED SPORTS • Since 2013, ESPN has been the Global Presenting Sponsor of Special Olympics Unified Sports; recently renewed and expanded for 2016-2017 • Helped SO achieve 1.2MM global Unified Sports participants and growing; celebration of milestone: WATCH this ESPN Sizzle Reel: http://www.espnfrontrow.com/2016/06/espn-helps-special- olympics-reach-unified-sports-milestone ESPN + UNIFIED SPORTS • Ongoing collaboration to seed and help grow Unified Sports in key global markets • Continuing activation and ESPN content integration to build awareness: • ESPN, MLS and SONA unified soccer exchange match activation: ESPN provided $150K in support to 2016 season, also provided promo and coverage at key matches, including at MLS All-Star in San Jose, July 2016 ESPN.com feature story: http://www.espnfc.com/maj or-league- soccer/19/blog/post/291806 0/mls-works-special- olympics-unified-sports-all- star-game-a-family-affair ESPN + UNIFIED SPORTS • Continuing to build awareness: • SO unified snowboarding will be held for third year on January 26, 2017 at X Games Aspen: WATCH ESPN video highlights: http://xgames.espn.com/xgames/video/1467 2494/special-olympics-x-games-athletes- team-up • Presenting sponsor of SO Unified Sports College Rivalry Series, flag football and basketball during 2016-17 school year; provided full page print ad in ESPN college football special issue worth +$250K (pictured at right; Fall 2016) and assessing continuing coverage; WATCH example: http://www.secsports.com/video/14861872/a uburn-alabama-play-unified-basketball- game GLOBAL INVESTMENT & ACTIVATION - IN KEY ESPN REGIONAL MARKETS - Canada WA CT, NY So.Cal N.Carolina China FL Mexico India Colombia Brazil Africa Chile Argentina Australia ESPN + UNIFIED SPORTS • Aligned with Special Olympics 2020 Strategic Plan, ESPN will support SO to help grow Unified Sports in strategic ways (i.e. support NFHS Unified Coaches Course Updates) • SO goal to ensure 100,000 coaches achieve new or renewed sports certifications by 2020 • SO goal to engage 10,000 Unified schools worldwide by 2020 • Leverage ESPN Corporate Citizenship Pillars • Access to Sports • Leadership Through Sports ESPN VALUE IN-KIND TO SO IN 2015: $4,968,109 • ESPN talent appearances = $172,500 • ESPN The Magazine PSAs = $641,755 • ESPN Television / Digital PSAs = $683,211 • International / ESPN Mexico PSAs = $2,379,098 • ABC Totals = $738,574 • ESPN, ABC and Disney volunteer engagement = $352,971 YEAR-ROUND COVERAGE • ESPN magazine-style specials • Feature storytelling • ESPN.com/mobile • Social amplification ESPN.COM / MOBILE • Year-round Special Olympics landing page on espn.com: • http://www.espn.com/extra/specialolympics/ • News, features, video, reports, blogs and photo galleries • Content updates coming soon • Collaboration and content sharing with ESPN the Magazine, espnW, ESPN Social and ESPN NOW ESPN + LA 2015 MULTI-PLATFORM COVERAGE FROM THE LIGHTING OF THE TORCH IN ATHENS TO THE FINAL MEDAL IN LA • Vignette video series (May-July) • Live Opening Ceremony • Nightly Studio show • Daily SportsCenter coverage • Countdown with Robin Roberts • 30 for 30: Brave in the Attempt • ESPN.com (May-July) • ESPN the Magazine • ESPN Radio • ESPN/Unified Sports activation • ESPN employee engagement AUSTRIA 2017 * ESPN coverage announcement coming soon in October * SEATTLE USA 2018 WORLD GAMES 2019 ESPN + AUSTRIA 2017 ESPN is your official broadcast partner and is currently ramping up their plans around coverage of the 2017 World Winter Games in Austria (coverage announcement coming soon!) ESPN is already in the process of collecting compelling athlete and coach stories for potential use on their various platforms: broadcast (vignettes, during shows, during opening ceremonies, etc.), print, digital/online, social, photography, etc. ESPN will begin planning and shooting a lot of this content as early as November, so…we need your compelling athlete and/or coach stories! EXAMPLES OF WHAT ESPN IS LOOKING FOR IN STORIES FROM SO: •Compelling stories that have both a sports and human interest aspects to the story •Athletes who have achieved something unique in their sport – can be in or outside of SO (example: personal best or competitive accomplishment outside of SO competition) •Stories that have an element of surprise or a twist (example: something that will make someone think “wow, I didn’t know athletes with ID could do that!”) •Stories of special – unique bond between an athlete and their local or World Games coach •Unique team story •Athletes with interesting family support story (example: athlete has 20 people going to Austria to cheer them on; athlete’s family has sacrificed to make athlete’s participation possible) •Athletes who have jobs that people wouldn’t think our athletes would hold (example, Jackie “The Moose” Barrett of Canada from 2015 is a web site administrator for a university) •Athletes who are married and/or have children •Stories with a technology angle (example: athletes who use interactive video games to help train; coaches and athletes using apps or tracking technology to improve performance) STORYTELLING FROM WORLD GAMES LA 2015 OLIVIA QUIGLEY OLIVIA QUIGLEY OLIVIA QUIGLEY http://www.espn.com/specialolympics/story/_/id/13329698/sp ecial-olympics-world-games-olivia-quigley-stops- chemotherapy-treatments-run-games CHEVY PETERS CHEVY PETERS http://www.espn.com/espn/feature/story/_/id/13323549/powerl ifting-saved-special-olympics-athlete-chevi-peters-coach- john-lair CHEVY PETERS KEEP IN MIND: • All stories come from you! • As the SO Program staff you are the gatekeepers of some great stories • ESPN needs your help • No story is too big or too small FOLLOW-UP: SONA Director of Marketing and Communications, Amie Dugan ([email protected]) will serve SONA regional contact and will work in concert with Mandy Murphy, SOI’s account director for our ESPN global partnership ([email protected]), note: • Please send your story pitches via e-mail • Simple paragraphs that summarizes your athlete or coach story is fine. If there’s interest, we’ll come back for more info. • Also, if anyone has good video (even if done on an iPhone/iPad, etc.) of the moment athletes found out they were selected to their national team. Looking for great reaction videos. Send those as well please. • Remember: while every athlete has a story, as ESPN will only be able to share so many for all the athletes coming from around the world, to be considered, your story needs to be compelling and unique. • Also, because of the volume of story ideas ESPN will receive, submitting a story does not guarantee it will be used. • But, as our SONA Programs who had athletes featured in 2015 can attest: you’ll never know if you don’t try! • And our national teams can certainly use those stories through their platforms even if ESPN doesn’t. THANK YOU!.
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