Welcome to BSBA's installment of our Company Spotlight, where we give a deep dive on a company that we've previously hosted at one of our meetings. We hope offering information about these companies will give a unique insight into the sports business world and inspire potential career aspirations. This week's newsletter will detail LA84, a non-profit organization created in the legacy of the 1984 Olympics.

Company Background

As a legacy of the 1984 Olympic Games in Los Angeles, the LA84 Foundation donates grants to organizations and agencies all throughout Southern California that focus on youth development through sport. These grants are typically used to support program costs, sports equipment, and the renovation of sports facilities or refurbishment of fields of play. The foundation targets youth in underserved communities who engage in a variety of sports, in an effort to impact the lives of a wide-range of children. Based on their mission of equitable access to sports, LA84 specifically prioritizes School-Based Sports Programs and Girls in Sports.

For School-Based Sports Programs, grantmaking seeks to provide youth with maximum access to sports opportunities at schools for optimal convenience. These afterschool sports programs are useful tools for adolescents to remain active, develop socially and emotionally, as well as receive the mentoring necessary for academic success. Many of these grants help kids gain new experiences with sports that would often be discouraged due to their socioeconomic background. These opportunities to try sports regardless of their socioeconomic status can create a therapeutic space for children and allow them to grow freely.

For Girls in Sports, grantmaking is designed to increase participation as a way to promote leadership through sports and coaching opportunities. LA84 programs try to combat the dwindling number of girls involved in athletics because increased participation in sports are extremely beneficial to overall health, building self-esteem, and gaining social skills. These efforts for inclusion go a long way in solidifying that girls belong in sports and deserve to be represented in leadership roles associated with sports.

Recent Work

Southern California professional teams have banded together to create an alliance with LA84 in aims of helping Black and LatinX children. The goal of the project is to form collective accountability by monitoring high school graduation rates, college admission, and retention. Each team will continue to make philanthropic efforts to offset the lack of funding, safe transportation, and mentors necessary for children to achieve academic success. The alliance garners the assistance of eleven professional teams: The Los Angeles Lakers, Los Angeles Clippers, Los Angeles Sparks, Los Angeles Dodgers, Los Angeles Rams, Los Angeles Chargers, Los Angeles Football Club, Los Angeles Galaxy, Los Angeles King, Anaheim Ducks, and Anaheim Angels.

Stay Active Stay Strong

Over the months of spring and summer, the Play Equity Fund and LA84 Foundation collectively have given away 120,000 play equipment products to families and children at 60 sites across Los Angeles. This comes as a result of their #StayActiveStayStrong program, whose goal is to reach and support communities that lacked access to adequate equipment – particularly during the isolation and economic hardships of the COVID-19 pandemic. The equipment donated included balls, racquet sets, jump ropes and other gear families and children could use to play at home, along with 120,000 printed cards that included additional instructions for Play at Home resources. This success was enabled by the partnerships that LA84 and the Play Equity Fund have created with companies like Nike, Dick’s Sporting Goods, Jack Nadel International, Kole Imports, and WSS. These partnerships also extend to more local organizations, such as USTA Socal and UCLA Health: Sound Mind Sound Body, to provide at-home fitness equipment for people to use throughout quarantine.

The Play Equity Fund and LA84 Foundation were able to distribute the equipment through their partnerships with school districts, feeding thousands of families in this time of need. This included LAUSD, Compton, Pasadena and the schools of the L.A. Archdiocese – as well as community centers, family centers and recreation centers. Once these actions were completed, they created instructional videos by Olympians and sports figures to inspire activity amongst the Los Angeles youth. Some of these athletes include Aaron Donald (Los Angeles Rams), Austin Ekeler (Los Angeles Chargers) Kiké Hernandez (Los Angeles Dodgers), Cassidy Krug (U.S. Olympic Diver), Jordyn Wieber (U.S. Olympic Gold-Medal gymnast), and many more. All of these videos were posted on social media, allowing kids to respond back with videos of their own to remain involved, with some children receiving prizes as the the #PlayEquityMVP.

Southern California residents, organizations from around the country, and teams like the Los Angeles Lakers and Los Angeles Rams have enabled kids to stay physically and mentally healthy despite the closure of parks and sports programs. The Play Equity Fund received the proper supportive fundraising to put play equipment into the hands of kids and families, which shows the strength of collaboration and generosity that thrives in our communities across all sectors.

Organizational Impact

LA84 has relentlessly pursued showing the transformational power of sport and structured play to all children, regardless of their ZIP code and socio-economic status. BSBA's very own Vice President, Collin Flintoft, has had first hand experience with LA84 as a Student Athlete in Motion Ambassador and attests to the inspirational work they continue to do. He says that in particular, President and CEO Renata Simril has shared invaluable information on what it takes to make youth sports increasingly accessible to underprivileged youth in the Los Angeles region. On top of that, Collin believes she has an incredible insight on what the sports landscape is on a local level, which allows LA84 to selflessly and effectively serve the community. All in all, being able to bring a smile to a child's face because of the positive impact that sport has is a reward that can't be quantified.

If you enjoyed this article, we encourage you to explore LA84's Youth Summit, which is put on with assistance of the Play Equity Fund annually. This year's summit has already passed, however you can watch the online series of Panel Conversations with the People Who Power The Movement – Leaders in Sport Committed to Closing the Play Equity Gap. The summit details several topics: Progress and Equity in Women's Sports, Creating Pathways to Careers in Sports, Coaches Creating Conditions for Kids to Succeed, and Athletes Using their Platform for Social Justice.

I hope that you enjoyed this week's edition of BSBA's Company Spotlight and look forward to putting out more from the world of sports business! Have a good week everyone! -PD