Industry Insight: Winning Business and Fans Through Transformational Social Impact Partnerships - WCOS 2026 · 22:25

How do sports teams and brands move beyond short‑term activations to create real, lasting impact? In this SBJ Industry Insight from the CAA World Congress of Sports, leaders from the Atlanta Hawks, Pittsburgh Steelers, Stand Together, and Cafe Momentum unpack how purpose-driven partnerships are reshaping fan engagement, community impact, and long-term brand value. From the My Cause My Cleats initiative to innovative community activations and the concept of the double bottom line, the conversation highlights how sports organizations are leveraging their platforms to empower youth, strengthen cities, and build deeper connections with fans. Featuring insights from NFL veteran Miles Killebrew and social impact leaders, this discussion shows why doing good has become good business—and how authentic relationships are the key to winning fans for the long haul. 00:00 – Opening & Framing the Conversation 01:04 – Meaningful vs. Transactional Athlete Engagement 01:26 – Athlete Perspective: Community & Performance 02:28 – Why Community Engagement Works 03:28 – Personal Impact on the Athlete 03:43 – My Cause My Cleats: Bringing Teammates In 03:59 – Leadership & Locker-Room Culture 05:05 – Organic, Ongoing Engagement 05:13 – Transition to My Cause My Cleats Video 05:18 – Purpose of My Cause My Cleats 05:22 – Cafe Momentum Spotlight 05:31 – Cafe Momentum’s Mission 05:55 – Measuring Real Impact 06:38 – Atlanta Hawks: Social Impact as Business Strategy 07:27 – Atlanta Collaboration Video Intro 07:31 – Atlanta’s Community Identity 07:38 – Cafe Momentum Deeper Mission 07:52 – Call to Action 08:04 – Cafe Momentum Founder Perspective 08:13 – Cafe Momentum Explained 08:57 – Power of Partnerships 09:55 – Mutual Value & Sustainability 10:59 – Activation Success Story 11:23 – Long-Term Journey vs. One-Off Activations 12:13 – Fan Engagement & Content 13:00 – Entering New Markets with Credibility 14:06 – Product Must Deliver 14:44 – Scaling Impact 15:29 – Shared Investment Model 16:00 – Why Relationships Matter Most 17:03 – What Sets Purpose-Driven Work Apart 17:10 – Personal Story of Transformation 17:49 – Sports as Civic Infrastructure 19:05 – Lightning Round: What Needs to Change 19:28 – Human Connection Is Scalable 20:07 – Responsibility of Sports Franchises 20:48 – The Future of Sponsorship 21:49 – Closing & Key Takeaway

April 15, 2026