NFL Community: Beyond the Game

The National League Football (NFL) Foundation launched in 1973 under the name NFL charities. It was created to allow for the league and its teams to “collectively make grants to charitable and worthwhile causes on a national scale” (NFL Foundation Our History, 2020). The name changes for NFL charities came in 2012 when the league decided to restructure and combine the NFL Players Association’s NFL Youth Football Fund and NFL Charities into one philanthropic organization. Since the foundation’s inception, they have “contributed nearly $370 million to charities and youth football programs” (NFL Foundation Economic and Social Impact, 2020). Now the organization manages various programs for giving back nationally and to individual communities. The NFL foundation focuses on five main categories, each with its own functions within the organization. These categories are youth football, health and safety, character education, community, and grassroots grants. Some of the programs they’ve developed overlap into multiple categories and reach the community in various ways.

they have “contributed nearly $370 million to charities and youth football programs”

Youth Football Under their youth football program, the NFL has created multiple events and programs committed to teaching youth how to play football, how to live a healthy lifestyle, and much more. These programs are their USA Football, NFL Flag, FUNdamentals, NFL Way to play and Play Football programs. Each program focuses on different aspects of football and playing the game, but they all have the same objective of getting children involved in football and leading healthy lifestyles (NFL Foundation Youth Football, 2020).

Health and Safety With a focus on health and safety, the NHL Foundation has implemented multiple programs to educate people on how to play the sport smarter and safer. In an overlap with a youth football program, the USA Football program focuses on the football development model (FDM), geared towards answering current challenges in the game. Following a six-pillar map to success, this program helps to make better players and coaches. Other health and safety programs include their First Down, FUNdamentals (another overlapping program), Protection Tour, and Heads Up Football (NFL Foundation Health & Safety, 2020). Character Education The foundation’s character education category uses football to help children and others learn how to cultivate and maintain healthy relationships while promoting human growth by connecting children to adults in their community that can serve as role models. This category is integral to their community relations efforts because it connects people on a deeper level than just sports. It uses football as a common ground for children and others to connect and learn more about life. The two programs within their character education category are their InSideOut Initiative, and their NFL/United Way Character Playbook (NFL Foundation Character Education, 2020).

cultivate and maintain healthy relationships while promoting human growth

Community The NFL Foundation’s work in the community displays their funding and support of “league-wide initiatives aimed at making a big difference in communities across the nation” (NFL Foundation Community, 2020). Their community programs have a wide variety of focuses ranging from encouraging youth to participate in health and wellness activities to providing funds for disaster relief. These programs help people from all over and from all walks of life. Each program has a focus on bettering communities around the United States, using the leagues' massive platform to enact change. Their main programs include the NFL Play 60, Crucial Crunch, Salute to Service, Social Justice, Walter Peyton NFL Man of the Year Award, Super Bowl Legacy Grants, and Disaster Relief. Grassroots Grants Grassroots grants are a partnership between the foundation and the Local Initiatives Support Corporation (LISC) to provide neighborhood-based non-profits with financial assistance to improve the accessibility, safety, and quality of football fields (NFL Foundation Grassroots Grants, 2020). Improving fields is integral to increasing the quality of life in communities across the US. These fields allow for recreational and educational opportunities, they allow for people to get out and to live healthy lifestyles. Their grant program is selective and has various requirements and criteria for applying and selecting non-profits.

https://www.youtube.com/watch?v=6AXY_K97Xgo

The efforts made by the National Football League Foundation impact millions across America and the Globe. With their influence and reach, they’ve had the chance to connect with those who’ve supported the league and the sport of football. The NFL is a great example of impactful community relations efforts that many companies, from all industries, can learn from. Their initiatives go beyond the sport of football and into changing the lives of millions. Other leagues and companies should take a page out of the NFL’s book and integrate community relations efforts beyond sports and other things, looking into what will impact and change the lives of those who have supported them.