Athletes Shine a Spotlight on Health

Athletes are often viewed as the picture of health – they have meticulously trained their bodies to accomplish seemingly impossible feats on the brightest of stages. These sports stars are honored each year at the ESPY Awards, taking place this year on July 12.

While athletes are often celebrated for their physical accomplishments, it’s important to recognize the impact they have been making away from the field of play to positively impact those impacted by disease, injuries and other health conditions, including mental health struggles, by sharing their own personal experiences. The annual ESPY Awards stand out as a time and place where competitors have historically shared these inspiring stories.

During the inaugural ESPYS in 1993, former college basketball player, coach and broadcaster Jim Valvano, better known as Jimmy V, announced he was creating a charity, the V Foundation, to raise funds and research to find cures for cancer. Valvano, who had been diagnosed with cancer the year before, died mere weeks after accepting the Arthur Ashe Courage Award at the ESPYS. However, his impact and legacy continue today, with the V Foundation awarding over $310 million in cancer research grants to date.

Over the years, more and more athletes have used their mass appeal to raise awareness of health issues. Eric LeGrand, a former Rutgers football player who was paralyzed during a game in 2010, received an ESPY award, named in honor of Jimmy V, for his perseverance and inspirational outlook after his injury. LeGrand has helped raise millions of dollars for spinal cord injury research and awareness.

“I think it’s very important for athletes to use their platforms to help promote causes that are near and dear to their heart, especially if they have some sort of experience with the issue,” LeGrand shared with starpower. “A lot of people look up to us, and if we can do better in the world with our platforms, I think we should take full advantage of that.”

Professional‌ basketball player Kevin Love made headlines when he opened up about mental health and his experience having a panic attack during an NBA game.

“Everyone is going through something that we can’t see. The thing is, because we can’t see it, we don’t know who’s going through what and we don’t know when and we don’t always know why. Mental health is an invisible thing, but it touches all of us at some point or another. It’s part of life,” Love wrote in an essay for The Player’s Tribune.

Love earned an Arthur Ashe Courage Award at the ESPYS for his efforts to raise awareness of mental health.

“When I think about those I am joining as an Ashe Award recipient, humbled does not even begin to describe the feeling,” Love said during his ESPY award speech. “Billie Jean King, Muhammad Ali, Bill Russell. I’m not going to try and do justice to all that these trailblazing icons have achieved, but I want to recognize and remind you that when they spoke up, they were not greeted with the warm reception that I was. They knew that change isn’t always pretty, but that history would be on their side. And in light of all that is going on in our country today, I accept this award as both an honor and a challenge. A challenge to not only continue on my path, but to push beyond it and stay vocal, even when silence feels safer.”

When athletes share their vulnerability, struggles and triumphs in their personal health journeys, they help raise awareness and empower others to seek the support they may be missing.

Over the years, starpower and Real Chemistry have launched some of the most powerful campaigns that partner brands with athletes to raise awareness of conditions, treatments and efforts to improve people’s health and well-being.

There are a few key principles to remember when considering a partnership with an athlete.

1. Leverage relationships to uncover personal, authentic connections.

starpower has built and maintains close relationships with agents who represent athletes of all kinds, both those with household names and those who are under the radar. These relationships can lead to a powerful partnership and the opportunity to collaborate with an athlete who has a personal connection to a health matter they may have never revealed publicly.

2. Understand timing is key.

Being keenly aware of the sports landscape – whether an upcoming draft, season opener or contract announcement – is imperative in order to leverage the most opportune moments that will make the biggest splash. Time your campaign launch with relevant newsworthy moments that are specific to your athlete partner to make the experience truly impactful and genuine.

3. Make it a true collaboration – incorporate their feedback, personality and interests.

Highlighting an athlete’s personal connection to a specific health condition is essential, but allowing the athlete’s personality to shine through is valuable in order to create something that will resonate with audiences. Don’t control their message or delivery too tightly – ask them how they feel and what they want. Foster an environment where they can weigh in and let them speak from the heart and share their personal experience in their own unique way.

If you are interested in learning more about opportunities to collaborate with athletes, email michael@starpowerllc.com to set up a time to discuss with our starpower/Culture & Influence team.