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TEGNA’s Hometown MVP: Highlighting NFL Players’ Positive Impact on Local Communities
NFL players, like Bucs’s LeSean McCoy and Washington’s Jonathan Allen, are a bedrock part of their communities. During the COVID-19 pandemic, many have been showing up off the field in ways fans are loving.
What will happen when the defending Super Bowl Champions – the Kansas City Chiefs – take on Tom Brady and the Buccaneers in Tampa? No matter the final score, Super Bowl LV will cap off an NFL season like no other. But despite the anxiety surrounding the pandemic, there has been a bright spot. A growing number of NFL players are using the power of their platform to spark hope, spur action, and create change.
With a mission to serve our communities greater good, TEGNA is helping to amplify these efforts with Hometown MVP. This national program shines a spotlight on 14 NFL players and their approach to community engagement. Each segment highlights a different charitable, social, or community-based initiative and the often untold stories of these stars’ significant impact on the fans and families who cheer them on.
“Hometown MVP amplifies local stories of hope and service during a very challenging time,” said Josh Weinberg, Senior Marketing Strategist at TEGNA. “This past year especially, brands have seen the power in sharing these positive stories and investing in their communities.”
As part of Hometown MVP, TEGNA’s 10 Tampa Bay worked with Bucs’ running back LeSean McCoy to highlight his efforts to improve access to literacy programs for underserved communities.
In Washington, WUSA9 showcased Jonathan Allen, a Defensive Lineman for the Washington Football Team, as he focused his efforts on mentoring through The Sasha Bruce House, an organization that helps homeless children and teenagers.
“As NFL players, we have a powerful platform and understand that our actions have the power to bring much-needed attention to critical issues in the communities where we live and work, said Jonathan Allen, a Defensive Lineman for the Washington Football Team. “I am proud to be part of Hometown MVP and help magnify the league’s players’ positive impact on their communities.”
In other TEGNA markets, WKYC profiled Browns’ defensive back Denzel Ward and his mission to promote heart health after his father’s death due to cardiac arrest.
It’s no secret that when brands do good in the community, they do well. According to a recent Nielsen study, 77% of respondents believe when brands partner with athletes to drive social change, the brand becomes more powerful, and 64% have an increased interest in brands that join the fight against racial inequality. Better yet, according to Weinberg, “Viewers in the markets where Hometown MVP ran tuned in to watch with those stations seeing increased ratings during the segments.”
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