Sports Philanthropy to look for in 2024

Paris looks to promote health with their Olympic bid this year.

Paris 2024 Olympics: Pioneering a Legacy of Health, Inclusion, and Sustainability. The 2024 Paris Olympics is set to usher in a new era of Olympic Games, as IOC President Thomas Bach described. These Games, aligned with the reforms of the Olympic Agenda 2020, are already creating a positive, lasting legacy, particularly in social and environmental domains. The Interim Evaluation Report on the Legacy & Sustainability Strategy of Paris 2024, covering actions up to the summer of 2023, reveals the upcoming Games' significant social and environmental impacts. A key focus of Paris 2024 has been promoting physical activity among French youth. In response to concerning statistics from the World Health Organization and the National Observatory of Physical Activity (ONAPS) about low levels of physical activity among young people, Paris 2024 has collaborated with the French Ministry of National Education and healthcare experts. This partnership has led to the implementation of 30 minutes of exercise in French primary schools daily, a move that has been widely embraced by educators. The Génération 2024 label, awarded to over 8,700 schools and higher education establishments, recognizes their collaboration with local sports clubs and governments to support sports development. Additionally, the Olympic and Paralympic Weeks (OPW) have engaged 3 million young people, promoting sports and civic values. Beyond schools, the Bouger Plus program has benefited over 600,000 people, focusing on schoolchildren, women, people with disabilities, senior citizens, and socially excluded groups. This initiative aligns with Paris 2024's broader goal of using sports as a tool for health, education, and inclusion. The impact of sports extends to urban areas as well. Through the Terre de Jeux 2024 label, 4,500 cities and regions across France are committed to promoting daily physical activity. Paris 2024's collaboration with authorities in designing public spaces has encouraged residents to exercise more frequently, as evidenced by positive feedback from pilot territories like Saint-Dizier. Inclusion is another primary focus, with significant progress in promoting equality and integration. The establishment of 40 para-sports clubs since 2020 and the commitment to create 3,000 inclusive clubs with para-sports sections by 2024 are notable achievements. On the environmental front, Paris 2024 is taking steps to transform sporting events for sustainability. The “Climate Coach” app, developed in collaboration with the Ministry of Sport and the French National Olympic and Sports Committee, helps sports event organizers estimate and reduce their carbon footprint. Within two months of its launch, the app was used by 500 organizers, reducing their footprint by an average of 20%. The Impact 2024 Endowment Fund, the first Olympic legacy-focused investment fund established before the Games, has provided EUR 47 million in funding for 1,100 grassroots projects across France. These projects, benefiting 4.5 million people, focus on using sports to promote health, well-being, education, inclusion, equality, and environmental improvements. Tania Braga, IOC Head of Legacy, praises the Paris Endowment Fund as an innovative way to mobilize resources, ensuring that the benefits of sports reach people in their daily environments. The report, the first to follow the OECD guidelines published in July 2023, sets a precedent for future evaluations, with two more installments planned for 2025 and 2029. The Paris 2024 Olympics, through these initiatives, is not only preparing for a successful sporting event but also forging a legacy that will impact communities and the environment positively long after the Games conclude.

2024 Boston Marathon: A Fusion of Athleticism and Philanthropy Through the Official Charity Program. The Boston Athletic Association (B.A.A.) has announced an outstanding group of 160 organizations for the 2024 Bank of America Boston Marathon® Official Charity Program. These organizations are set to fundraise for various causes leading up to the 128th Boston Marathon, scheduled for April 15, 2024. This initiative is a testament to the marathon's enduring legacy of philanthropy and community impact. The Official Charity Program provides invitational entries into the Boston Marathon to select non-profit organizations, which comprise almost 10% of the total field size. These entries are utilized to recruit athletes who pledge to raise funds for their respective causes. In 2023, athletes fundraising in the Boston Marathon raised a record $40.3 million, demonstrating the significant impact of this program. Since its inception in 1989, the charity program has raised more than $500.2 million, showcasing the marathon's profound influence on charitable giving. Miceal Chamberlain, Bank of America President of Greater Boston, emphasizes the marathon's enormous impact on the community. The engagement in sports and events like the Boston Marathon is a key driver of Responsible Growth locally, nationally, and globally. This sentiment is echoed by Jack Fleming, Chief Executive Officer and President of the B.A.A., who highlights the marathon's long-standing commitment to philanthropy and community. The B.A.A. is also fielding its own fundraising team for the marathon, with team members raising funds to expand the B.A.A.'s youth and community initiatives. The 2024 Bank of America Boston Marathon Official Charity Program includes a diverse range of organizations, from health and wellness charities to community development and youth programs. This variety reflects the marathon's broad appeal and its role in supporting a wide array of philanthropic causes. The Boston Marathon, a part of the Abbott World Marathon Majors, continues to be a leading example of how sporting events can drive positive change and community engagement. With the 2024 edition set to be presented by Bank of America, the marathon is poised to further its impact, bringing together athletes, charities, and communities in a celebration of endurance, philanthropy, and communal spirit.

Hail! Impact and Montlake Futures: Pioneering Philanthropy in NIL Programs. In the evolving landscape of Name, Image, Likeness (NIL) programs, two organizations, Hail! Impact and Montlake Futures stand out for their unique approach that blends athlete compensation with philanthropy. These organizations, supporting the University of Michigan and the University of Washington, respectively, are redefining the NIL paradigm by prioritizing community service and charitable contributions. Hail! Impact, co-founded by Andy Johnson, has established itself as a trailblazer in the NIL space. Launched in April, this organization has worked closely with the IRS to become the first NIL collective designated as a charity since the agency's guidance on donations. Hail! Impact operates on a model where 70% of received donations go to partner charities in the community, while 30% is allocated to Michigan student-athletes who participate in events for these charities. This structure not only supports athletes but also significantly contributes to local charitable causes. The organization's impact was notably amplified following Michigan's win at the Rose Bowl on New Year's Day. In the wake of this victory, Hail! Impact received a surge in donations, including a remarkable $2 million from a single donor. This influx of support highlights the potential for sports victories to bolster philanthropic efforts. Montlake Futures, supporting athletes at the University of Washington, has also embraced a philanthropic approach. Despite remaining a nonprofit, the organization has recently partnered with Blueprint Sports to offer a membership program. This initiative, while not tax-deductible, represents a new strategy in supporting athletes while contributing to broader community goals. The approach of both organizations is reflective of a broader shift in the NIL landscape, where the lines between athlete compensation, philanthropy, and community engagement are increasingly blurred. Jonathan Jensen, an associate professor of sport administration at the University of North Carolina, Chapel Hill, notes that while NIL collectives are often framed in philanthropic terms, their primary function remains athlete compensation. This perspective underscores the complexity of NIL programs in balancing commercial interests with philanthropic goals. In any case, both Hail! Impact and Montlake Futures are poised to benefit from their association with teams in the national championship. Their success demonstrates the potential of NIL programs to not only support athletes but also drive positive community impact, setting a new standard in the intersection of sports, philanthropy, and community engagement.o

2024 Bank of America Chicago Marathon: A Celebration of Community and Charities of Excellence The 2024 Bank of America Chicago Marathon is not just a testament to athletic endurance but also a significant contributor to charitable causes. The marathon, set to take place on October 13, 2024, in Grant Park, is expected to draw a record-breaking field of 50,000 participants. This year's event follows the extraordinary success of the previous marathon, which sparked unprecedented interest with over 120,000 individuals applying for participation. The marathon's impact extends beyond the racecourse. Participants in the 2023 marathon raised a remarkable $30.4 million, the highest fundraising total in the event's history, as reported by PR Newswire. Since 2002, the Charity Program associated with the marathon has generated over $322 million for local, national, and global causes. This substantial contribution underscores the marathon's role in supporting various charitable initiatives. Carey Pinkowski, the Executive Race Director, expressed his enthusiasm for the 2024 marathon, noting the event's ability to unite the local and global running communities. The marathon's energy and excitement are not only about the physical challenge but also about the collective spirit of giving back to the community. For those still hoping to participate, joining an official charity team remains an option. The 2024 Charity Program includes 200 nonprofit organizations focusing on causes such as education, youth development, health care, and social services. Participants joining these teams commit to raising a minimum of $1,750, further contributing to the marathon's philanthropic impact. The Bank of America Chicago Marathon is more than a sporting event; it's a platform that brings together athletes, spectators, and charitable organizations. It celebrates the spirit of community and the power of collective effort in making a positive impact. The anticipation for the 2024 marathon reflects the excitement for the race and the commitment to continuing this legacy of charity and community engagement.