Wimbledon this year may have been disappointing for some and exciting for others. Either way it was a shock to many. Switzerland’s Roger Federer has won six of the last nine Wimbledon finals, contributing to his record 16 men’s Grand Slam singles titles. Spain’s Rafael Nadal has won two of the previous four championships. A tournament that has established its prestige from its 124-year history, Wimbledon ended the eight-year duel between Federer and Nadal for the title. Serbia’s Novak Djokavic  got in their way, making him the new world number one according to the Association of Tennis Professionals (ATP).

There is no question that both Federer and Nadal have proven that they are each champions in their own right. I think that many would agree with me when I say they will both be back in full force to fight for that number one spot.

Despite Federer’s recent slip to the world number three rank, he still holds the ATP number one position for a record 237 consecutive weeks (285 weeks overall). And, more importantly, it is what he is doing off the court that makes him a true champion.

The Foundation

“As tennis players we have a unique opportunity. It is our responsibility to connect with the real world beyond our sport [and] use our fortune to make a difference in the lives of those who most need it.”

– UNICEF

The Roger Federer Foundation encourages one main thought in the minds of struggling youth. “I am tomorrow’s future” is the slogan that created the vision for the foundation after an encounter with a young girl in South Africa.

“‘I am tomorrow’s future.’ Nolonwabo Batini, a 15-year-old girl from Ndzondelelo High School in Port Elizabeth, South Africa, made this self-confident discovery when Roger visited her school. Her conviction became the vision and the central theme of the Roger Federer Foundation. The Foundation wishes to enable as many children as possible to take control of their future, and to actively shape it. In many countries in the world, countless children have no access to education or sport, or the poor quality of the existing offers prevents the children from getting a fair chance to exercise self-determination. For this reason, the Roger Federer Foundation promotes access to education, sports and play, and improves the quality where there are no or only insufficient funds available.” – The Roger Federer Foundation

The Roger Federer Foundation is a charitable foundation that works hand in hand with local organizations to ensure that this mission is completed. It has programs in Switzerland, Federer’s home country, and multiple locations in Africa including Zimbabwe, Tanzania and Ethiopia. The programs in Africa support early learning and education, and the program in Switzerland focuses on promotion of exercise and athletics.

Action Aid International Malawi

Action Aid International Malawi (AAIM) is a non-governmental, national development organization founded in Malawi in 1990. It is managed by local employees and is active within 14 districts in Malawi. The current illiteracy rate in Malawi is 38 percent, and 19 percent of all children under five are undernourished.

“As a father of two little girls, I observe everyday how incredibly fast children learn if their environment is a stimulating one. It is s great privilege for me and my foundation to help give children in Malawi the chance to reach their full potential.” – Roger Federer

In May 2011, AAIM and The Roger Federer Foundation launched a ten-year initiative in support of childhood education in 80 Community Based Childcare Centers (“CBCCs“). So far, these centers have facilitated schooling for 54,000 children and the foundation has given more than $3.3 million dollars. Some main points of interest in the initiative include

• The training of 800 early childhood educators to encourage, nourish and educate children.
• The training of communal CBCC-committees in order to improve their executive skills and represent their interests towards the government.
• 80 CBCCs will offer a child friendly, clean and safe infrastructure. All constructional measures will be carried out by the communities themselves.
• The CBCCs will be supported to generate income through further activities in order to ensure the upkeep of the CBCCs.

(Based on information from The Roger Federer Foundation homepage).

“Everyday in Malawi Action Aid witnesses the devastating impacts of children missing out on school, from low literacy rates to early pregnancy. This new project will not only ensure the best start in life for thousands of children, but will also act as shining example for what early education can do. We are so grateful to Roger Federer and his foundation for helping us to scale up our work so significantly,” – Martha Khonje, Action Aid Country Director

The Roger Federer Foundation also supports programs such as the Campaign for Female Education, Education Development Association, English Teacher Association Switzerland and Read Educational Trust.

Outside of the Foundation

“In sports we learn how to fight: for victory, for the entire team, in order to reach a goal. In many countries of the world a majority of people, despite their efforts, do not have access to education or sports. I am very glad to be able to make a difference.” – Roger Federer

The Roger Federer Foundation has grown immensely since its establishment in 2003. Aside from his foundation, Federer has participated in multiple forms of outreach and charitable efforts. He uses his skill and fame in admirable ways.

• In 2005, Federer auctioned his racquet from his US Open championship to aid victims of Hurricane Katrina.
• At the Pacific Life Open, Federer arranged an exhibition called the Rally for Relief that included many big name players . Proceeds from the event went to the victims of the tsunami caused by the 2004 Indian Ocean earthquake. He later visited the sites.
• He was appointed a Goodwill Ambassador by UNICEF in 2006 for his work with tsunami victims and his foundation.

Many consider Federer to be the best tennis player of all time because of his records, style of play and sportsmanship on the court. But the true heart of a champion lies in Roger Federer because of his compassion off of the court. He is bringing positive change to the lives of many people throughout the world.

Visit www.rogerfedererfoundation.org for more information.

This is why my house fell silent on Saturday when FC Barcelona defeated England’s Manchester United 3-1 in the 2011 UEFA Champions League Final.

Just days after the loss I am finally coming to terms with the expected win of Spain’s top team. As a way of coping, I decided to check out both teams foundations keeping in mind that what they do off the field is what matters too.

FC Barcelona “more than a club”

Starting with the European Champion Clubs’ Cup holders, FC Barcelona recently created a new foundation in 2010 that focuses on children as the main beneficiaries. Their goal is to become “more than a club in the world” and have more impact on their surrounding communities in Spain and throughout the world.

The FC Barcelona Foundation uses athletics as a social integrative tool to establish programs that “promote civic values to the children’s fundamental rights and state of well-being.”

Through their foundation they have been awarded a position as a member of the ECOSOC (Economic and Social Council of the United Nations). Their variety of programs show how deserving they were to receive this award.

Their Xarxa Internacional de Centres Solidaris (International Network of Solidarity Centers) program provides education, medical assistance, and psychosocial support to needy children around the world. They provide access to sports and leisure activities while respecting the principle of gender equality. The program is widespread through many cities and countries around the world, including Senegal, Mali, Morocco, Ecuador, Brazil, India, Mexico and more.

 “Sports also have to be included more systematically in aid programs for children, and especially those who are living in the midst of poverty, diseases and conflicts”  – Kofi Annan, 7th UN General Secretary.

Their other program is called the JES program and uses sports as a social tool for kids and teenagers with the help of educators and social workers. They hold conferences to educate these teachers, providing them with resources to promote social integration through athletics. This program is also worldwide but focuses primarily in their surrounding communities in Spain.

Here is a brief PSA about FC Barcelona’s education initiative:

http://www.youtube.com/watch?v=MKgQgRl2qUg

Aside from FC Barcelona’s worldwide initiatives, they partner with different organizations around the world.

They have an alliance with UNICEF and have donated more than $1.5 million Euros dedicated to projects to help with the AIDS epidemic. This program supports the prevention of mother-to-child transmission and pediatric treatment in Sub-Saharan Africa.

Barcelona also has an alliance with UNHCR/ACNUR (United Nations High Commissioner for Refugees). The objective of this alliance is to create athletic programs for refugees in Ecuador, Nepal and Rwanda. This program has gathered support from Nike to raise funds for the cause, which is redistributed to empower these refugees and children who live in extreme poverty.

As a world leader in the sport of soccer, FC Barcelona has also proved to be a world leader in CSR. With more programs such as Football is Not Everything and Youth Voices Against Racism, FC Barcelona has proved to be much more than a sports team.

Manchester United Fulfilling Dreams

In England, Manchester United is also doing their part to help their community. The Manchester United Foundation’s slogan reads, “inspiring potential, fulfilling dreams.” They do this by working in some of the United Kingdom’s most disadvantaged areas, “using football to change young lives for the better.”

“Through working in partnerships, Manchester United Foundation will develop our youngsters so that they are able to acquire qualities which will remain with them through life – being positive, believing in themselves, working hard and recognizing the importance of team work. These are all attributes which I instill every day in our players.”   –Sir Alex Ferguson , Manager, Manchester United.

Manchester United does this by holding numerous events throughout the year, including the Great Manchester Run, the Great Manchester Swim and Football Aid.

All events raise funds for two local charities – Francis House Children’s Hospice and The Christie Charity. They are also partnered in a global initiative with UNICEF.

The football club has also created a Football in the Community initiative that has benefited thousands of people. They have held camps and sessions for schools and people with disabilities, giving people of all ages and backgrounds the chance to play the sport. These are held at the famous Cliff Training Ground.

One disability program is a part of the Ability Counts campaign that began in 2000. This award-winning program has developed into one of the largest in the premier league. Focusing on players with sensory and physical disabilities, including hearing-impaired and amputees, the team provides 10 hours of coaching per week and the teams each play monthly games.

One of Manchester United’s largest programs is called Foundation Dream Days. The club pairs with wish charities like the Make-A-Wish Foundation, Rays of Sunshine and Promise Dreams, holding Dream Days throughout the year for children with life-threatening illnesses. A typical Dream Day would give the child and their family the opportunity to visit Manchester United’s training facility to watch the team train. After this, they get to meet the team and get the chance to tour the stadium.

While FC Barcelona focuses mostly on foreign initiatives, Manchester United primarily provides directly to their own community’s development. Despite Barcelona winning the Champions League Final game, I think it is safe to say that both football clubs are champions in their own right through their community outreach programs.

-Katie

Down 3-0 in the first period, the Tampa Bay Lightning pulled an unexpected comeback in their last game, tying up the series at 2-2 with the Boston Bruins. The San Jose Sharks entered their third ever Western Conference Finals series against with the Vancouver Canucks and are trailing 2-1.

As a Bruins fan, I am hoping for a Boston win. However, I decided to create a Stanley CSR Cup Final to decide which one of these possible future cup champions is the leader in CSR in the hockey league.

The NHL has a large CSR campaign called Biggest Assist Happens off the Ice , the League’s long-standing tradition of addressing important social issues in North America and around the world. Within that initiative each team has individual community outreach programs that they are dedicated to.

Boston Bruins

The Boston Bruins Foundation is a grant giving organization concentrating on outside organizations that enrich the Boston community through athletics, academics and health. It specifically seeks out groups who focus on at-risk or troubled youth.

The Bruins Foundation has sponsored numerous events, including Skate to Educate, an elementary age field trip program offering the chance to learn to ice skate; Jumpstart for Young Children, an organization that pairs college students with pre-school children from low-income backgrounds to teach them social skills; and the Boston Bruins Wives Charity Carnival, an event where the proceeds go to The Children’s Room, a center that offers support for children and families who have lost a parent or sibling.

Specific groups that the Bruins Foundation have given grants to include ScoutReach, the Cambridge Family YMCA and the Boston Urban Youth Foundation.

Tampa Bay Lightning

The Tampa Bay Lightning Foundation supports a wide range of initiatives but primarily focus on a few annual events.

They host food and toy drives during the holiday season, donating items to Metropolitan Ministries and Toys for Tots.

Every home game the Lightning has a jersey raffle, raising money for Tampa General Hospital by auctioning off autographed jerseys.

The Lightning players make appearances to promote education through various programs such as Career Day and Kids Voting. Two Lightning broadcasters also have their own education programs called Score with Reading and Hockey by the Numbers.

The Lightning also focus on enriching the lives of children by hosting youth hockey camps throughout the summer months and winter holiday season.

San Jose Sharks

The Sharks Foundation is dedicated to meeting the educational, social and cultural needs in the San Jose community. They specifically focus on education, health, safety and character development. The Foundation was founded in 1994 and has donated more than $5.2 million to more than 109 local beneficiaries.

“The San Jose Sharks are as deeply involved with the neighborhood we live in as we are with the game that we play. As role models, we feel responsible to give back to the community that so strongly supports us.” ― Sharks Foundation.

Similar to the Bruins, the Sharks have a grant giving program and contribute to the community by donating money to local nonprofit organizations. Aside from providing grants, the Sharks hold fundraisers to raise money for local organizations as well.

One fundraiser the Sharks recently held was called the Sharks Favorite Things Baskets. The wives and girlfriends of the players compiled baskets that were made unique to each of their significant other’s personality. The baskets were auctioned off, raising more than $31,000 for breast cancer research, which was donated to their local chapter of the Triple Negative Breast Cancer Foundation.

Vancouver Canucks

The Vancouver Canucks initiative is a registered nonprofit organization called the Canucks Autism Network (CAN). Its mission is to provide year round, innovative, high quality sports, recreational, social and vocational programs for individuals and families living with autism and to build awareness and capacity through community networks across British Columbia.

The CAN website lays out the core values of their initiative:

• Family
• Program Quality
• Best Practices
• Collaboration
• Community
• Accessibility
• I CAN attitude

Their vision is to be leaders in enhancing the quality of life for families living with autism in British Columbia.

“When we first considered starting a charity for children living with autism there were certain things we knew. We knew for example, that there was a significant need to help families. That by providing programs and services to children on the spectrum, their siblings and parents, we could help families grow and play together – activities and opportunities that simply didn’t exist.” ― Paolo and Clara Aquilini, CAN founders.

CAN provides multiple programs for children living with autism. One program is within their I CAN play series and focuses on teaching autistic children to skate. It is designed to teach basic skills in a low stress environment by using picture symbols to represent each activity step by step. CAN also provides similar programs for swimming and soccer.

Here is a short video highlighting CAN:

After analyzing each initiative, I believe the Vancouver Canucks are the winners of the Stanley CSR Cup Final! They have an inspiring CSR program that is well established and has distinct core values. Instead of providing to other organizations, they do it from within and dedicate themselves to one worthy cause through CAN. Congratulations, Canucks!

Although Vancouver came out on top in my own contest, you will have to tune in over the next few weeks to see who the true Stanley Cup champions will be!

Here is a schedule of the upcoming games:

Team Greening Program

In contrast with the NBA program that focuses on youth development, the MLB has chosen to step up to the environmental plate. The MLB Team Greening Program began in March 2008. In cooperation with the Natural Resources Defense Council the MLB coordinated a variety of environmentally conscious practices that are now used by almost every MLB team.

A baseball stadium is where multiple American industries meet. Beverages, automotives, plastics, chemicals, steel and agriculture – they all come together in a baseball stadium to make the environment a main point of focus for its longevity as a sport.

“Baseball is a social institution with social responsibilities and caring for the environment is inextricably linked to all aspects of the game. Sound environmental practices make sense in every way and protect out natural resources for future generations of baseball fans.”

– Allan H. Selig, MLB Commissioner (mlb.com)

At the start of the Team Greening Program each team received a customized reference guide while implementing new environmental practices. Some of these practices include creating alternative transportation, recycling programs, supporting renewable energy and offering organic foods.

The video below explains more about the Team Greening Program:

The Astros Play Green

One team that stands out with their green lifestyle is the Houston Astros. The Astros created their own campaign within the Team Greening Program called the Play Green® Campaign. Their mission is to “Create a positive environmental platform at Minute Maid Park and throughout Texas through a commitment to earth-friendly efforts to enhance the quality of life for our fans.”

As a leader in environmental efforts, the Astros launched their Play Green® Campaign in 2008 in hopes of emphasizing sustainability in professional sports industries. The Astros have an extensive list of environmentally friendly operations that they have participated in as a part of the Play Green® Campaign.

The Houston Astros organization is dedicated to creating a better world, starting right at their home field in Texas. The Astros initiative helped recycle more than 180 tons of waste in 2008 by expanding their stadium recycling program to 125 bins located throughout the ballpark. This allows fans to recycle cardboard, aluminum and plastic items. During each game there is a fifth inning recycling stretch – the first of its kind of the Major Leagues. The Astros are the first North American sports franchise to feature automated recycling units that include an incentive-based rewards program to encourage recycling.

The largest Play Green® Campaign initiative in 2011 was the Play Green® week. During the week there were many events, including an expo with local vendors who presented their green initiatives and a Habitat for Humanity Home Build where Astros staff participated in constructing an environmentally friendly house in Houston. Throughout the week the Astros organization encouraged fans to join them in living a greener lifestyle and wore apparel with the Play Green® logo to continue integrating the campaign into the game itself.

Another event that has been a part of the Astros Play Green® Campaign is called Greenest Classroom. Play Green® ambassador Chris Johnson visited fifth grade students at a local elementary school and held a competition to see which students could pick up the most litter around their schools. Johnson rewarded their efforts by providing the children with tickets to the Astros game that evening.

Teachers and students from around the country were invited to submit an essay that showed how their classroom was environmentally conscious. The winning class received a special player visit and 100 tickets to an upcoming Astros game.

This event as a part of the Play Green® Campaign was designed to teach students about environmental conservation and encourage them to make a positive change in their communities.

You can read more about the Astros Play Green® Campaign initiatives at their MLB website.

Many other teams are following the lead of the Houston Astros by participating in the MLB Team Greening Program. The program is another admirable display of what professional sports organizations are doing to improve their communities from the ground up. The MLB’s efforts for environmental sustainability help its future and longevity as an outdoor sport and organization.

Here are some more examples of how MLB teams are stepping up to the plate to help the environment through the Team Greening Program:

• The Atlanta Braves partner with ECOVIE on a rainwater collection system.

• The Chicago White Sox partner with Constellation Energy.

• The New York Yankees partner with Keep America Beautiful.

Visit the MLB website to view more community programs that the MLB is involved with outside of the Team Greening Project.

Teams that perform well enough in the regular season battle to prove that they are the best. The display of talent and athleticism provokes a shared feeling of hope and optimism within all fans.

However, not everyone’s eyes are glued to their television sets. There have been common complaints about overpayment, unsportsmanlike conduct and large egos. What these critics may not see is what is going on off of the court.

NBA Cares

The NBA Cares program is the league’s global community outreach initiative. It works with organizations that serve children by focusing on social issues like education, family development and health-related problems. NBA Cares creates places for children and families to have places to live, learn or play (NBA Cares).

For more than five years the NBA Cares program has provided over 1,100,000 hands-on volunteer hours to communities around the world and has raised more than $145 million for charity groups.  Some of the community partnerships include organizations like the Boys and Girls Clubs of America, Habitat for Humanity and Drug-Free America.

This video provides a brief overview of the initiative:

http://www.youtube.com/watch?v=lutL1H2v41c

Individual players and teams have dedicated countless hours to these organizations. In the month of March alone, more than 20 teams made appearances and participated in various events. Here are some examples:

• The Indiana Pacers volunteered at the Special Olympics.
• The Los Angeles Clippers held a Books & Basketballs Clinic.
• The San Antonio Spurs had a Slam Dunk Reading Challenge.
• The Charlotte Bobcats visited a children’s hospital.

These NBA teams and players are changing the lives of children every day through NBA Cares. However, many league skeptics may be thinking that this is expected of people with such power, fame and money.

The Boston Celtics Ray Allen helps students at the Celtics-Raytheon Technology Lab

To put this in perspective I chose to examine the Boston Celtics Ray Allen. Allen, one of the NBA’s most experienced players, has been in the league for more than 15 years.

Allen is known for his meticulous training schedule. He arrives three hours before each game, warming up by taking over 100 methodically planned shots from the same places every time – then plays a full basketball game. He does this every game day, between three to five days a week.

I have included an AOL News story that further explains his self-proclaimed “obsessive compulsive” agenda titled The Works: The Curse of the Heat; Ray Allen’s Routine.

I know — you skeptics still believe that community service should be expected of these professional athletes. Allen’s commitment to basketball can be compared to someone who has an office job. Imagine showing up to the office three hours early almost daily before a mind-wrenching, high-intensity meeting that could involve potential injury. Allen’s dedication to his professional field is admirable. The time he takes out of his strict weekly routine is limited and this is why players like him and the NBA Cares program should be praised for its contribution to the community.

In February 2011 Allen was the recipient of the NBA Cares Community Assist Award for his outstanding philanthropic work. Within the NBA Cares program Allen dedicated time to Project 351, a day that focused on Massachusetts’ commitment toward the next generation of leaders, role models and learners. He worked with youth to make gift bags for the elderly, and he spent time with the children talking about their life goals and how to achieve them.

Click here to see past NBA Cares Community Assist Award recipients.

Allen, like many other NBA players, has been committed to programs like these through the NBA Cares initiative.

http://www.youtube.com/watch?v=VMdp6gyIEOI

The NBA Cares program is a great example of successful CSR, and I believe that other sporting leagues should follow its lead. So even if you are not one of those die-hard fans that freeze when you see a dwindling shot clock or cringe when you hear the sound of a whistle at the end of the game, you can still appreciate what the NBA has done for various communities around the world.

-Katie

My name is Katie Spellman. Welcome to my blog!

When I was little I would save my allowance money to buy a new magazine every week for one reason- to  see  the print advertisements. Something about the colors, style, fonts and layouts fascinated my young mind and has brought me here, at the University of Oregon, to study advertising and public relations.

I fit the mold of a typical public relations student. I am an information junkie and I believe everyone should learn more than just one new thing every day. I blame this curiosity on my addiction to Google. My  favorite kind of shopping is for school supplies, I make to-do lists like its my job, and I actually enjoy the  pressure of deadlines.

I have many interests and hope to someday combine them to create my dream job.

Other cultures fascinate me and I am eager to learn more about different parts of the world. I love to travel and I plan on living somewhere in Europe when I am older.

I can’t remember a single day in my life when sports were not somehow involved. My older brother was my idol growing up, so I spent my youth collecting baseball cards, watching football games and learning how to play every sport ever invented.

I live by the golden rule and want to dedicate my life to helping others. I have spent my college years fundraising for the Make-A-Wish Foundation of Oregon and have also interned with them. Make-A-Wish drastically changed my perspective on life and has started to guide me down the path I want to take. I have learned that there is no better feeling than knowing you put a smile on another person’s face.

I hope to someday combine these, and my many other interests, into a job that I will love. For now, helping others is my main interest and priority. That is how I developed the theme for my first blog — PR for a better tomorrow.

This blog is an assignment for a strategic public relations communication class, and I am excited about the opportunity to join the PR blogosphere. My intent for this blog is to educate public relations practitioners, my fellow students and anyone interested in communications about the good deeds athletic organizations and individual athletes are doing to lend their hand to the world. Through community outreach initiatives, many organizations are making the world a better place one step at a time. I will highlight both successful and unsuccessful campaigns and hope to engage my readers in conversations about them.

I want to do something in my life that is worth being written about, but for now I will start by doing the writing. Thank you for taking interest in my blog. I would love feedback to help with this learning experience.

-Katie