We decided to pair the passion we felt and saw from our customers around this issue with another area of our focus that elicits passion: sports. We saw the opportunity to deepen our existing sports partnerships by adding in social good campaigns that gave fans one more reason to cheer for their teams and transformed the team’s everyday actions into millions of meals for kids in need. We were uniquely positioned to help given both our national presence and because several of the markets where we have existing sports partnerships – New York, Miami and Texas – are also areas where childhood hunger is particularly high.
From baseball to basketball to football to golf, we scaled our support of No Kid Hungry to include programs with the New York Mets, Miami Dolphins, Dallas Mavericks, the PGA tour and pro-golfer Justin Thomas to increase awareness of the issue and drive donations for the charity. When the Mets hit a home run at Citi Field or the Dolphins scored a touchdown at home or Justin Thomas scored a birdie or the Mavericks had an assist, we donated to No Kid Hungry. During the President’s Cup Tournament, we partnered with PGA Tour to challenge fans to drive a golf ball 44 million yards around the world and in celebration of this milestone we donated enough for 1 million meals. From jumbotron videos to 360 LED banners to social media to broadcast media, we partnered to spread awareness of the issue and No Kid Hungry’s work to solve it. Player ambassadors including Curtis Granderson, Jay Ajayi, Dennis Smith Jr. and Justin Thomas lent their voices to our “for good” programs. Together, we drove over 100MM media impressions.
In addition to the impact for No Kid Hungry, the programs also helped to improve fans’ perception of Citi and our sports partners, delivering more value from existing partnerships showcasing that doing good is good business. Nielsen Brand Research studies reported a+20 point lift in perception of Citi as dedicated to improving lives in communities across President Cup tournament viewers and golf fans and a +29 point lift in perception of Citi as dedicated to helping communities and +25 pt lift in seen as enabling progress among Mets game attendees. All of this has translated into real progress in 2017 … in total through these sports integrations, Citi has helped No Kid Hungry provide 4 million more meals to kids in need. Now that’s something to cheer for!