NFL's Crucial Catch, IOC Climate Action Awards, and Special Olympics' Global Growth

Welcome to this edition of the Purposeful Partnerships Report, your weekly source for insights into purpose-driven collaborations within the sports industry. In this issue, we’ll dive into the NFL’s Crucial Catch initiative, the IOC Climate Action Awards, and the growing partnership network within Special Olympics. Let’s get started!

NFL and American Cancer Society Continue Crucial Catch Initiative

If you watched the NFL this past weekend, you likely noticed the Crucial Catch promotion featured throughout the broadcast. The NFL has officially launched its Crucial Catch initiative for the 16th consecutive season, in partnership with the American Cancer Society (ACS), focusing on early cancer detection and risk reduction. This year-round program is most prominently activated during Weeks 4-6 of the NFL season, with the mission of educating fans on the importance of proactive health measures and providing cancer screenings to underserved communities. To date, the NFL has donated more than $30 million to ACS through sales of Crucial Catch-branded merchandise, fundraising efforts, and NFL Auction items. These funds have impacted over 1.8 million people, supporting cancer screening efforts in the communities that need it most.

Expanding Impact with CHANGE Grants

A core part of the Crucial Catch initiative is its support of the CHANGE Grants program, which aims to increase access to cancer screenings and preventative care at community health centers across all NFL team markets. The CHANGE Grants, aligned with the NFL’s social impact work, have helped provide more than 762,000 cancer screenings in underserved areas. These efforts are helping to address disparities in healthcare by making life-saving screenings more accessible and affordable.

New Focus on Prostate Cancer Screening

This season, Crucial Catch introduces the Prostate Cancer Screening IMPACT ECHO initiative, aimed at reducing health disparities in Black communities, where prostate cancer risks are higher. With Crucial Catch funding, 12 Federally Qualified Health Centers (FQHCs) and Safety-Net primary care facilities are using real-time, case-based learning to raise awareness and implement best practices in prostate cancer screening. Collectively, these facilities serve more than 40,000 patients, empowering healthcare providers to deliver more effective care.

Empowering Fans Through "The Defender"

A key fan-facing component of Crucial Catch is The Defender, an online tool presented by Sleep Number. This resource equips fans with personalized health information, cancer screening resources, a screening center locator, and a 24/7 chat feature with ACS professionals. Fans can also complete a health questionnaire to receive personalized recommendations on reducing cancer risks, further empowering individuals to take charge of their health.

NFL Player Ambassadors: Raising Awareness

NFL players are using their platforms to support the fight against cancer through the American Cancer Society Player Ambassador program. Fifteen players with personal ties to cancer serve as ambassadors, sharing their stories and promoting cancer awareness. These players engage in appearances, fundraising efforts, and social media campaigns to further amplify the mission of Crucial Catch, reaching millions of fans.

On-Field and Community Activations

Throughout Weeks 4-6, the Crucial Catch initiative will be highly visible during NFL games. The league will feature Crucial Catch game balls, goal post wraps, field-wall banners, and special on-field apparel for players, coaches, and officials. Players will don Nike and New Era Crucial Catch apparel with a multi-colored logo representing all cancers. Game-worn merchandise will be auctioned through NFL Auction, with proceeds going directly to ACS to support cancer screenings and care in underserved communities.

Conclusion

This is a prime example of how a league-wide campaign can make a tangible impact on both fans and the broader community in which the NFL operates. By leveraging its vast reach, along with the influence of its players, the NFL is driving positive change through sport. With cancer affecting countless lives across the United States, this initiative is a powerful way to make a real difference. As Crucial Catch continues to evolve, its impact grows deeper, delivering essential resources to combat cancer and empowering fans to take proactive steps in their health journey.

For more information on how you can make an impact visit: NFL Crucial Catch

IOC Announces 2024 Climate Action Award Winners: Athletes and Organizations Driving Sustainability in Sport

The International Olympic Committee (IOC), in partnership with Deloitte, has revealed the winners of the 2024 IOC Climate Action Awards during Climate Week NYC, recognizing innovative efforts to reduce the environmental impact of sport. The awards celebrate athletes, National Olympic Committees (NOCs), and International Federations (IFs) for their groundbreaking contributions to sustainability within the Olympic Movement.

Winners of the 2024 IOC Climate Action Awards:

• Imogen Grant (Rowing, Great Britain): A pioneer in sustainability within sports, Grant launched the Clean Water Sport Alliance to improve river health and water quality. Her work at the UK National Training Centre includes composting food waste, recycling plastics, and testing water quality regularly. Through her ambassadorship with Rivers Trust, she has driven over 2,400 river surveys and inspired more than 9,000 participants in the Big River Watch initiative.
• Lina Taylor (Beach Volleyball, Bulgaria): A scientist, Olympian, and coach, Taylor founded the Climate Executive Coaching non-profit, providing science-based climate education and professional coaching. She has worked with over 2,000 people from 60 organizations across 30 countries, advocating for sustainability in both the sports world and beyond.
• Swiss Olympic: By prioritizing environmentally friendly travel, Swiss Olympic cut its 2023 greenhouse gas emissions by 66%. Through the Swiss Olympic Climate Fund, they have supported projects such as a heat pump system for a swimming pool, which will save 500 tons of CO2 annually, and an electric bus for visually impaired athletes. They aim to continue reducing emissions across Swiss sports federations, focusing on energy, athlete mobility, and facility construction.
• International Hockey Federation (FIH): FIH has reduced water usage by 60% since 2012 with the introduction of Dry Turf technology, which requires less water for hockey pitches. Their goal is to replace water-based pitches globally, saving an estimated 7.6 billion liters of water annually. FIH’s innovations also include the world’s first carbon-zero artificial turf, showcased at the Paris 2024 Olympic Games.

Highly Commended:

• Mauritius NOC: Recognized for reducing emissions by 40%, the Mauritius NOC’s initiatives include a local project that switched 50,000 people from plastic to glass bottles and the construction of a bioclimatic gym powered by renewable energy.
• International Biathlon Union (IBU): The IBU worked with broadcasters to assess and reduce the carbon footprint of event coverage, becoming the first International Federation to tackle emissions in this challenging area.

As climate change continues to accelerate, these initiatives highlight the vital role that sports organizations and athletes play in addressing global environmental challenges. From cutting-edge technologies to grassroots movements, the winners of the IOC Climate Action Awards are leading the charge toward a more sustainable future for sports and beyond.

This recognition not only celebrates the efforts of these individuals and organizations but also motivates others in the sports industry to embed sustainability into their core operations. The innovative projects awarded serve as a powerful example of how sports can drive positive change on a global scale. A similar initiative was highlighted in Week 11 of the Purposeful Partnerships Report, where SailGP’s Impact League showcased teams and athletes making a difference. Programs like these are a fantastic way to engage athletes and teams in meaningful efforts, and I hope to see similar models adopted by more leagues and sports around the world.

Special Olympics Powers Global Inclusivity Through Sport Partnerships

Special Olympics has highlighted how an increase in sport partnerships is driving global inclusion. In 2023, the organization saw a more than 10% rise in partnerships with sports bodies and federations, reaching a record 1,225 collaborations at the national, regional, and international levels. These partnerships demonstrate the power of sport in fostering social inclusion for individuals with intellectual disabilities.

Special Olympics now partners with 1,160 national, 47 regional, and 18 international sport federations, expanding opportunities for athletes across 30+ Olympic-style sports. In recent years, the organization has made it a strategic priority to work closely with these federations, emphasizing sport as a vehicle for inclusion. Through these partnerships, athletes gain access to quality coaching, necessary equipment, and competitive events, while the federations work towards making their sports more inclusive.

By embedding inclusivity in sport at the grassroots level, these efforts extend to youth, adult, and professional levels, creating safe and inclusive environments for all participants.

One notable example is Special Olympics Nippon (Japan), where a collaboration with Japan’s Federation for Sport and Dance has transformed their competitive cheer program, supporting 120 cheerleaders with expert coaching, judging, and competition venues. Additionally, the Japanese Floorball Federation played a crucial role in enhancing the Unified Floorball competition at Special Olympics Nippon’s 2024 National Winter Games by providing professional referees and sport officials.

Special Olympics' partnerships with organizations such as the Badminton World Federation (BWF), International Basketball Federation (FIBA), and International Tennis Federation (ITF) are further expanding the reach of inclusive sports, creating more opportunities for athletes to compete at the highest levels.

With 57 National Olympic Committee partnerships, 30 National Paralympic Committee partnerships, and 97 Sport Ministry partnerships, Special Olympics continues to strengthen its mission of making sports accessible to all, while inspiring positive change worldwide.

To learn more you can visit: Special Olympics

That brings this edition of the Purposeful Partnerships Report to an end. I hope you enjoyed the read!

Follow the Purposeful Partnerships Report on Instagram