ESPN Champion Black Businesses

About This Project

Summary

Black communities were disproportionately affected by the Covid-19 crisis, leading to higher closure rates of Black-owned businesses. In response, ESPN launched Champion Black Businesses, a social impact initiative using the NBA Finals stage to highlight and support Black entrepreneurs in NBA cities. In partnership with the NBA and The Walt Disney Company, ESPN is working to accelerate social and economic equity in the communities where sports fans live and thrive.

Goals & Objectives

The goal to drive economic equity in communities where sports fans live and thrive, is supported by three objectives 1) Leverage the power of sports media to provide high-value marketing and PR exposure 2) provide access to intellectual capital and operational support 3) provide financial support.

Results & Impact

Now in its fifth season, Champion Black Businesses has supported 19 businesses across 10 NBA cities, generating 40M+ TV and 10M+ social media impressions. 74% of participating businesses saw boosts in sales, traffic, or partnerships. In 2023-24, the initiative won 6 marketing awards.