Colin Blackwell

Category: Colin Blackwell

  • Spurring on the Next Generation

    Spurring on the Next Generation

    By Colin Blackwell and his AI Assistants

    The San Antonio Spurs have long been respected for their consistent on-court excellence, but this season they struggled, missing the playoffs mostly due to their young, developing core and the injury to their star Frenchman Victor Wembanyama. Their true legacy, however, may lie in how they uplift the next generation off the court. With a deep commitment to community, the Spurs have created a wide-ranging youth engagement strategy that doesn’t just teach basketball, but builds character, connection and confidence in tomorrow’s leaders.

    At the center of these efforts is the Spurs Sports Academy, a year-round initiative that blends skill development with life lessons. Through basketball camps and clinics, the Academy provides structured programs for young athletes across Central Texas. It’s more than just layups and drills.The Academy fosters teamwork, leadership, and respect, values that mirror the Spurs’ franchise culture. Their 2025 summer camps spans 16 sessions across San Antonio and Austin, reaching hundreds of kids and offering opportunities many wouldn’t otherwise have access to. By integrating sports education with mentorship, the Academy turns moments on the court into memories and life skills that last.

    Image from: https://www.spurssportsacademy.com/camps

    The Spurs’ community work extends well beyond the gym. Through Spurs Give, the team’s nonprofit arm, the organization has invested millions in building safe, inclusive spaces for recreation. One standout project is their Futsal Court Initiative, which recently brought a vibrant new futsal court to Bonnie Conner Park. Built in partnership with San Antonio Parks & Recreation, the court reflects a broader commitment to the Play SA campaign, a mission to revitalize parks and athletic spaces around the city. These courts aren’t just a place to play; they’re a place where young people can grow, connect, and feel like they belong to something bigger.

    Image from: https://www.expressnews.com/news/article/spurs-give-nonprofit-unveil-new-futsal-court-20295942.php

    Another creative way the Spurs reach young fans is through cultural celebration and inclusion. Events like Heritage Nights and Pride Night help young people see themselves reflected in the team’s values. By acknowledging and celebrating the identities of their fans, the Spurs create a welcoming environment that lets young supporters feel seen and supported.

    Even their use of technology plays a role. The organization’s forward-thinking adoption of AI and augmented reality experiences, especially during initiatives like Spurs Week in Austin, where videos were created through AI to address fans by name. This introduction of new technology helps them meet the next generation where they are: digitally connected, socially aware and eager for meaningful experiences.

    Image from: https://www.kens5.com/article/sports/nba/spurs/spurs-enhance-fan-experience-spurs-week-with-ai-augmented-reality-nba-san-antonio/273-91298c2c-8959-472a-bb70-7777cc9d887c

    Through every camp, court and community program, the Spurs are making one thing clear: they’re not just building fans; they’re building futures. In empowering youth, creating access to play, and celebrating diversity, the Spurs continue to earn their place as one of the NBA’s most community-rooted franchises. They know the best way to win the future is to invest in it.

  • How to Keep Fans Coming Back: An Interview With Jon Jensen

    How to Keep Fans Coming Back: An Interview With Jon Jensen

    By Colin Blackwell and his AI Assistants

    When it comes to building relationships between sports franchises and fans, Jon Jensen knows the importance of making every moment count. Currently the Director of Ticket Sales and Service for the Rip City Remix, the G League affiliate of the Portland Trail Blazers, Jon brings years of experience in both collegiate and professional sports. His background includes roles at Portland State University and the Boise Hawks Professional Baseball Club, where he led ticketing and fan engagement initiatives that put people, not just profits, at the center of strategy. Connect with Jon on LinkedIn here.

    I had the opportunity to speak with Jon about what it really takes to make fans feel valued. His insight reflects a key truth: a great experience can’t be faked. It has to be curated with care.

    “We’re not just selling a ticket, we’re selling an experience.”

    Jon emphasized that building strong relationships with fans starts with ensuring they enjoy the product, and that means more than just what’s on the court. “It’s about making sure they’re having a good experience,” he said. Whether it’s their first game or their fiftieth, whether the team hasn’t won or is undefeated, fans should feel like they’re part of something special.

    From a business perspective, success in his role is often measured by revenue, but Jon says it’s not always that simple. “There’s definitely a strategic component to attendance,” he explained. “We’d rather have 1000 people in the building at a lower price than 100 people at high prices.” Packed crowds bring energy, and energy builds loyalty.

    Jon’s prior work at Portland State University offers a different lens. In college sports, traditions and generational loyalty often drive sales. Many fans are alumni or lifelong supporters. Still, even there, revenue is increasingly prioritized. “In the last 20 years, more focus has been on revenue because that’s the way the sports business world has gone,” Jon noted. “But it’s still important to get students in the building because the students set the tone for the fan experience at that level.”

    So, what’s the best part of the job? For Jon, it’s seeing the results in real time. “We sold them on having a great time, and then we get to see them have that great time.” Whether he’s walking the concourse or reconnecting with season ticket holders, those moments of connection are what keep him coming back.

    Final Takeaways

    Jon’s perspective offers a valuable reminder. Great fan experiences are intentional. Revenue is crucial, but so is creating a space where fans want to show up. For college sports especially, don’t underestimate the impact of student engagement. It sets the tone for the entire arena.

    And above all, listen to your fans. Feedback and criticism are tools for growth, not obstacles. Creating joy in the stands starts with understanding what fans want, and ends with the people behind the scenes, like Jon, making it happen.

    If you’re in the Portland area, the Rip City Remix would love to see you at a game. And if you’re curious about Jon’s path or want advice on breaking into sports, feel free to connect with him on LinkedIn. He’s always happy to share.

  • How the Suns Connect With Their Fans One Post at a Time

    How the Suns Connect With Their Fans One Post at a Time

    By Colin Blackwell and his AI Assistants

    The Phoenix Suns don’t just use Instagram infographics to highlight player stats, they also spotlight their community and CSR efforts. This week, I’m analyzing two of their recent visuals to see how well it communicates the impact behind the numbers and where there’s room for deeper storytelling.

    Image from: Phoenix Suns Instagram Page

    The “Assists for Hunger” graphic featuring Mike Budenholzer and the Phoenix Suns offers a clean, visually appealing presentation. It clearly communicates the basics: the Suns have totaled 1,663 assists, equating to a $24,945 donation to The Society of St. Vincent de Paul. The bold, centered typography and minimalistic layout make it instantly readable, even when quickly scrolling through a social feed. The visual simplicity is a strength, there’s no clutter, and the message is easy to grasp.

    However, the graphic falls short in storytelling and emotional engagement. While we see the impressive total and know the money goes to a charity, there’s very little context provided about the impact. What does St. Vincent de Paul do specifically with this funding? Is there anyway we could get more from former coach Budenholzer than a basic pose that feels edited on and unattached? The graphic misses an opportunity to deepen viewer understanding by highlighting what the donations tangibly support.

    In addition, there is no direct call-to-action or link to learn more about the organization or the campaign. A small caption or QR code could have added tremendous value by bridging the gap between awareness and action. Even a one-line description about St. Vincent de Paul’s target beneficiaries would give the audience a stronger emotional connection.

    Another graphic they used was for highlighting their Junior Mercury program, where they team up with the WNBA franchise to give young girls the opportunity to play in youth leagues at their local YMCA’s.

    Image From: Phoenix Suns Off Court Instagram Page

    This post stands out by placing the focus squarely on the child, which is fitting for a piece centered on youth basketball. This human element helps build an emotional connection, making the graphic more than just a collection of statistics. The numbers themselves aren’t the dominant visual, but they are presented clearly and are easy to interpret. The steady progression from winter to spring participation adds a narrative arc that helps the viewer understand the impact of the program over time. The design also does a nice job of using color and imagery that ties into the Suns and Mercury branding without becoming overwhelming or distracting.

    What sets this graphic apart is its ability to tell a fuller story compared to more data-heavy alternatives. It feels purposeful and engaging rather than just informative. However, there is still room for improvement. While the numbers are simple to understand, they could be presented in a more dynamic way—such as through a bar chart or timeline—to visually emphasize the growth pattern and create a stronger visual rhythm. Adding a graphical element to show the linear increase would elevate the post, making it not only emotionally resonant but also visually compelling.

  • A Pause on Brotherly Love? Why the 76ers Website Needs a Refresh

    A Pause on Brotherly Love? Why the 76ers Website Needs a Refresh

    By Colin Blackwell and his AI Assistants

    The Philadelphia 76ers have long been known for embodying the spirit of “Brotherly Love”, not just on the hardwood, but in the city they call home. Their website reflects that legacy beautifully. Sleek, modern and easy to navigate, it’s packed with vibrant imagery, inspiring videos and thoughtful breakdowns of the team’s charitable initiatives. From a design standpoint, it’s one of the stronger digital platforms among NBA teams.

    Screenshot Image From: https://www.nba.com/sixers/community

    Click into their “Community” tab and you’ll find an impressive range of programs. The Season of Giving campaign brought holiday cheer to underserved families. Heroes Among Us celebrates local individuals making extraordinary impacts. And the Youth Foundation shows commitment to health, education, and sports access for Philly’s young people. At first glance, it’s a textbook example of how a team can build trust and pride beyond the arena.

    But here’s the issue: most of it feels like a time capsule.

    Many of the stories, press releases, and event recaps date back over a year or more. The energy, the photos and the mission are all there, but the momentum feels paused. There’s no clear indication of what programs are still active, how they’ve evolved or what’s happening now in 2025. And in a league where teams like the Brooklyn Nets and New Orleans Pelicans are regularly sharing real-time updates on youth outreach, fan engagement and environmental initiatives, the Sixers’ silence stands out.

    Screenshot Image From: https://www.nba.com/sixers/community/stars-and-stripes

    This doesn’t mean the work has stopped, but it does mean fans, partners, and communities are left in the dark. In an era where transparency builds loyalty, that’s a missed opportunity.

    The Sixers have the foundation for something great. Their programs are meaningful, their branding is strong, and their connection to the city is real. But the next step is showing that brotherly love isn’t just a slogan, it’s a living, breathing part of their everyday mission.

    And their franchise at a point right now where the need community more than ever. After a disappointing season, they are going to need to bounce back strong, and these programs are you can get those last seats filled at a home game and that extra charge of energy though the city. The lottery blessing them with the 3rd pick is a great excitement for the basketball loyalists looking forward to next season, but it’s important that they continue reaching past that crowd and into their local community.

    All it would take is a few updates, some fresh storytelling and a commitment to keeping the community just as engaged online as they are courtside. And notably, these ae clearly things they have done in the past, they have just struggled to keep it up the last couple seasons.

    Because in Philly, if you’re going to talk the talk, you’ve got to keep walking the walk. And currently, the 76ers are stumbling.

  • Access Granted: How the Nets are Opening the Game to Everyone

    Access Granted: How the Nets are Opening the Game to Everyone

    By Colin Blackwell and his AI Assistants

    Few teams spread the love of basketball quite like the Brooklyn Nets, who are turning passion for the game into a powerful tool for inclusion, education and community connection. Their efforts go far beyond highlight reels and game-day promotions, they’re actively reshaping how fans of all backgrounds and abilities engage with the game. At the heart of their mission is a commitment to accessibility, skill development and fan inclusion, both online and at the Barclays Center.

    One of the most dynamic examples of this is their Brooklyn Basketball program, run in partnership with the New York Liberty. These co-branded youth camps and clinics offer basketball training for kids ages 6–14, with a strong emphasis on teamwork, communication and confidence. Events like the Game Day Clinics give young athletes the opportunity to train with coaches, then take to the court at Barclays Center before attending a live Nets game. But the Nets’ commitment doesn’t stop when the lights go down in the arena. On the Brooklyn Basketball website, fans and aspiring players of all ages can access free skill training videos. These digital resources allow anyone, regardless of income or location, to practice fundamental drills and improve their game at home.

    Image from: https://www.brooklyn-basketball.com/

    Even more groundbreaking is the team’s recent partnership with Ticketmaster and OneCourt to enhance accessibility for fans with visual impairments. The Brooklyn Nets are the first professional sports team on the East Coast to offer tactile broadcasts at every home game. This revolutionary system uses a tablet-like device that translates live game data into touchable movement patterns across the screen, allowing blind and low-vision fans to physically “track” the action. An earpiece supplements the experience with real-time commentary and score updates. The result is a multisensory, immersive broadcast that transforms the way visually impaired individuals can experience basketball.

    Image From: https://www.nba.com/nets/news/brooklyn-nets-in-partnership-with-ticketmaster-and-onecourt-become-first-east-coast-professional-sports-team-to-provide-tactile-broadcast-at-all-home-games

    This program was successfully piloted in spring 2025, when the Nets hosted guests from VISIONS Services for the Blind and Visually Impaired to try the technology during a live game. The overwhelmingly positive feedback led to a full rollout at Barclays Center, where tactile broadcast devices are now available to fans at no cost.

    “So many blind and low vision sports fans choose to not attend live games because they feel that they are missing out on the live visual experience that is happening…As a blind basketball fan myself, I found OneCourt to be a ‘game changer’ in how I experience a live game. Kudos to the Nets for incorporating this technology and giving blind and low vision basketball fans a fully immersive experience.”

    Mike Cush, Chief Program Officer at VISIONS

    And this isn’t even the Nets’ first venture into accessibility, as the Barclays Center is a KultureCity Sensory Certified Venue and was the first sports arena to open a designated sensory room for fans who may need a quieter, more secure environment during events. 

    Between all these innovations and initiatives, it’s clear that the Brooklyn Nets are serious about more than just winning, they’re building a culture that welcomes and empowers everyone. Whether you’re learning your first crossover or experiencing the game through touch, the Nets are ensuring that the love of basketball is truly for all.

  • From Courtside to Coastline: How the Pelicans Rebuild both their Community and their Environment

    From Courtside to Coastline: How the Pelicans Rebuild both their Community and their Environment

    By Colin Blackwell and his AI Assistants

    The New Orleans Pelicans have long been recognized for their dedication to the community, extending their impact far beyond the basketball court. Due to its geographic location, the New Orleans area is always working hard to rebound from environmental challenges. In recent years, the Pelicans have taken a step to intensify their efforts in disaster relief and environmental restoration, collaborating with local organizations to bolster the city’s resilience against natural calamities.

    Rebuilding Together New Orleans Partnership

    Rebuilding Together New Orleans (RTNO) is a nonprofit organization committed to ensuring that every individual has access to safe and healthy housing. In the wake of recent disasters, the Pelicans have partnered with RTNO to assist in repairing homes damaged by storms and other catastrophic events. Through financial contributions and hands-on volunteer work, the team has played a pivotal role in restoring numerous residences, providing families with the stability they need to recover and thrive. In their most recent partnership, Pelicans players Herb Jones, Jordan Hawkins and Yves Missi helped enhance a community space at the New Orleans Community Garden. The site was once a home destroyed by Hurricane Katrina, but has since been transformed into a garden and gathering space.

    Image From: https://www.nba.com/pelicans/photos/herb-jones-jordan-hawkins-yves-missi-new-orleans-pelicans-newage-rtno-revamp-community-spacephotos-april-12-2025

    2025 Oyster Shell Recycling Project

    Coastal erosion poses a significant threat to Louisiana’s shoreline, impacting both the environment and local communities. In response, the Pelicans have joined forces with the Coalition to Restore Coastal Louisiana (CRCL) in the 2025 Oyster Shell Recycling Project. This initiative focuses on collecting and recycling oyster shells to rebuild oyster reefs, which serve as natural barriers against storm surges and habitat for marine life. Pelicans staff have actively participated in shell bagging events, demonstrating the organization’s commitment to environmental stewardship and coastal preservation.

    Image from: https://www.nba.com/pelicans/photos/new-orleans-pelicans-employees-participate-oyster-shell-recycling-project-southern-quality-ford-crcl-community-photos-april-9-2025

    Broader Commitment to Disaster Relief

    Beyond these specific initiatives, the Pelicans have expanded their disaster preparedness and recovery efforts through a partnership with American Safety LLC. As the official transportation and disaster relief partner for the team, American Safety collaborates with the Pelicans on various community programs, including safety education and emergency response planning. This alliance enhances the team’s ability to support the community during times of crisis effectively.

    Image From: https://www.nba.com/pelicans/news/american-safety-official-transportation-partner-official-disaster-relief-partner-new-orleans-pelicans-saints

    Furthermore, the establishment of the Gayle and Tom Benson Disaster Relief Fund at the Greater New Orleans Foundation exemplifies the organization’s dedication to long-term community support. This fund provides immediate financial assistance to local nonprofits responding to disasters, ensuring that aid reaches those in need promptly. 

    Through these multifaceted efforts, the New Orleans Pelicans exemplify how sports organizations can play a vital role in fostering community resilience. Their proactive approach to disaster relief and environmental restoration not only aids in immediate recovery but also contributes to the long-term well-being and sustainability of the region.

  • The Buzz Behind the Brand

    The Buzz Behind the Brand

    Investigating the PR strategies of the Charlotte Hornets

    By Colin Blackwell and his AI Assistants

    Despite a challenging 19–63 season, the Charlotte Hornets continue to excel off the court through impactful community engagement. Their flagship “Swarm to Serve” initiative addresses key areas like education, hunger, military care, and wellness. Programs such as “Pick & Read” promote literacy by featuring authors of color, while the annual “Cornucopia” event distributes over 1,000 Thanksgiving meals in partnership with Food Lion and Coca-Cola. The “Yellow Ribbon Program” honors military members during games, providing $1,000 donations to their chosen charities.

    The Hornets’ commitment to social justice is evident through their platform, which focuses on economic mobility, racial equity, and voting. Collaborations like the Innovation Summit with The Lonely Entrepreneur offer free business development resources. Events such as “50/50 Nights for Change” highlight local economic mobility efforts, and support for Black-led organizations is emphasized during Black Philanthropy Month.

    Collaborative partnerships further their community impact. A recent multi-year partnership with Belk enhances fan experiences at the Spectrum Center, including renovations to the main concourse and Light Rail entrance. The construction of the Novant Health Performance Center, a 160,000-square-foot facility, underscores their investment in player development and community wellness. Additionally, the Hornets’ partnership with Bank of America continues to foster community volunteer projects through the annual Week of Service.

    Addressing Limitations and Proposing Enhancements

    While the Hornets’ community initiatives are commendable, certain areas present growth opportunities. Programs like Cody Zeller’s Sock Drive, though impactful, have limited reach compared to larger initiatives. The “Yellow Ribbon Program,” despite its noble intent, lacks the visibility of other NBA teams’ military tributes.

    To enhance engagement, the Hornets could consider expanding the “Attendance+” program, which incentivizes school attendance through book vending machines, to more schools in the region. This would amplify their impact on education and literacy.

    Furthermore, introducing a “Buzz City Builders” initiative could align with their themes of economic mobility and community development. This program would involve partnerships with local trade schools and construction companies to provide apprenticeships and job training for underrepresented youth, fostering skill development and employment opportunities.

    An AI rendering of what the Buzz City Builders job trainings could look like.

    By addressing these areas, the Charlotte Hornets can further solidify their role as a catalyst for positive change in the community, extending their influence beyond the basketball court. As the franchise continues to rebuild on the court, their off-court leadership offers a powerful reminder that meaningful wins can still be earned through service, inclusion, and vision. Their community-first approach sets a strong foundation for long-term brand loyalty and impact across the Carolinas.

  • Notes of Hope: How the Utah Jazz Are Playing for a Cause

    Notes of Hope: How the Utah Jazz Are Playing for a Cause

    By Colin Blackwell and his AI assistants

    The Utah Jazz are known for making noise on the court, but their impact doesn’t stop there. This season, the franchise is turning rebounds into real-world change through a CSR initiative called Rebounds for Hope, a campaign that blends performance stats with philanthropic purpose. In this post, I’ll break down how it works, evaluate their communication strategy and explore how it reflects Jazz’s evolving brand identity.

    What Is Rebounds for Hope?

    Rebounds for Hope is simple in structure but powerful in potential: $5 is donated for every rebound the Utah Jazz collect during the regular season. They partnered with Mountainland Supply, a Utah-based wholesale supply and piping company, to support children in need.

    With the season wrapping up, the Jazz raised $18,620 on their 3,724 rebounds. According to their official campaign page on givinghope.org, the goal is to “help children receive critical care and resources during times of need.” That direct quote underscores the campaign’s intention to create a measurable and tangible impact.

    How Is the Campaign Communicated?

    The Jazz have primarily focused on social media to promote the program. Posts on Instagram feature in-game highlights alongside donation updates. One example on their Facebook reads:

    “Racking up rebounds for a good cause. With every rebound we pull down this year, Mountainland Supply is donating $5 to provide critical and resources to children in need. 2,837 boards = $14,185 and counting. #TakeNote”
    (from @UtahJazz official Facebook page, March 2025)

    Through their NBA website, you can find evidence of this campaign, but with limited detail. You can click on a link to learn more, which is a painfully unlinked website name. If one were to type in the website to get to the extra information, they would find a page with minimal narrative depth, telling the information they had already read on the NBA page. This is an area with primed for improvement.

    Evaluation

    Strengths:

    • Clear, measurable CSR model tied directly to team performance
    • Visually engaging social posts that translate stats into action
    • Strong alignment with Jazz values: community focus, teamwork and social impact, the latter being an important focus of the new ownership team

    Areas for Improvement:

    • Minimal media coverage and storytelling elements
      • Could add featured interviews, child beneficiaries, or behind-the-scenes access
    • The campaign website lacks depth and interactive content
    • Missed opportunity to spotlight the families impacted

    Highlighting real stories, from children who’ve benefited to player reflections, could deepen emotional resonance and enhance transparency.

    Brand Alignment

    This initiative fits squarely within the Jazz’s larger identity as a community-first franchise. It reinforces their commitment to Utah’s cultural emphasis on collective well-being and positions them as more than just a basketball team, they’re a team for the people.

    Conclusion

    Rebounds for Hope stands out as a meaningful example of sports CSR done right. While the campaign has room to grow, particularly in storytelling and digital engagement, it’s a reminder that brand loyalty today is built not just on wins, but on purposeful impact. For the Utah Jazz, every board counts, on and off the court.

  • Strategic Spells: The Wizards’ PR Game

    Strategic Spells: The Wizards’ PR Game

    By Colin Blackwell and his AI assistants

    In a season where on-court performance did not meet expectations, the Washington Wizards exemplify how strategic community engagement can sustain and even enhance brand equity. Their multifaceted public relations initiatives demonstrate a commitment to social responsibility, community involvement and cultural enrichment, resonating directly with their local community that supports them year in and year out.​ Listed below are four of the many initiatives that the Wizards use to create positive community impacts that create long-term fans down the line. 

    Strategic Community Engagement Initiatives

    1. Winter Reading Challenge: In partnership with local libraries, the Wizards launched a reading program aimed at promoting literacy among youth. Participants are encouraged to read regularly, with incentives such as game tickets and team merchandise. After completing the assigned book each month, they encourage the families to share their thoughts on the book on social media and use the hashtag #WizardsBookoftheMonth. This creates a culture where community members see that the team cares about more than basketball, and the online connection is an important touch, as it shows that they want to hear from the DC families they are impacting.
    2. Black-Owned DMV: This initiative spotlights Black-owned businesses in the D.C., Maryland, and Virginia areas. They created a video series permanently on their website that highlights one business each season, this year being Sandlot D.C., while integrating other businesses into the game-day presentation during the regular season. By featuring these enterprises on their platforms, the Wizards support economic empowerment and celebrate diversity within the local community.​
    3. Math Hoops: An educational program that combines basketball with mathematics, Math Hoops engages students in interactive learning, enhancing their arithmetic skills through the context of sports.​ Along with the app, they hosted a regional math tournament at their arena where local children between grades 4 and 8 could compete while also meeting staff and players.
    4. Engine 2 Fire Station Mural: Collaborating with local artist Juan Pineda, the Wizards supported the creation of a mural at Engine 2 Fire Station. This artwork honors first responders and reflects the team’s dedication to community appreciation and cultural expression.​

    Implications for PR Professionals

    The Wizards’ approach underscores the importance of aligning brand initiatives with community values. By addressing areas such as education, economic development and cultural recognition, they foster a positive brand image that transcends sports. These programs not only engage the community but also create narratives that resonate with diverse audiences, offering valuable insights for PR strategies in various sectors.​

    Conclusion

    The Washington Wizards demonstrate that impactful public relations extends beyond traditional media outreach. They build lasting relationships and a resilient brand identity through deliberate and meaningful community engagement. For PR professionals, their model offers a blueprint for integrating social responsibility into brand strategy, ensuring relevance and resonance regardless of performance metrics.

    References:

    DC Family. (2024, December 2). Wizards Reading Zone – DC Family. DC Family. https://dcfamily.com/readingzone/ 

    National Basketball Association. (n.d.-a). Community Highlights | Washington Wizards. Washington Wizards. https://www.nba.com/wizards/community 

    Washington Wizards. (2025, April 23). Washington D.C. Engine 2 Fire Station Mural. YouTube. https://www.youtube.com/watch?v=mUt23lFHkpU 

  • Roots in the Rose City

    Roots in the Rose City

    How the Trailblazers and Friends of Trees Grow Fan Loyalty Through Environmental Impact

    By Colin Blackwell and his AI assistants

    In today’s NBA, public relations is about more than what happens on the court. Teams are finding new ways to engage fans by aligning with the values of their communities. Nowhere is this more evident than in Portland, where the Trail Blazers have partnered with Friends of Trees, a local nonprofit dedicated to urban reforestation, to connect with fans on a deeper, greener level. A stand-out long-time campaign between the two is the 3’s for Trees Program, where every 3-pointer made results in one tree planted at the end of the season. As this season has wrapped, an additional 3,171 trees will be planted throughout western Oregon and southwest Washington.

    This isn’t just a feel-good initiative. The Blazers’ collaboration with Friends of Trees is a smart, strategic move that strengthens fan loyalty by authentically embedding the team in the city’s culture of sustainability. Portlanders take environmental stewardship seriously, and by embracing that passion, the Blazers reinforce their identity as a team that’s truly of the community.

    Community involvement is increasingly essential to modern sports PR. Younger fans, especially Gen Z and millennials, gravitate toward brands that support meaningful causes. Authenticity matters, and partnerships like this foster genuine emotional connections that go far beyond typical marketing campaigns.

    Friends of Trees, founded in 1989, has planted nearly one million trees and shrubs across the Pacific Northwest. Their mission is simple but powerful: inspire people to improve their neighborhoods by planting and caring for trees. They work directly with community members, local governments and volunteers to make tree planting accessible, especially in underserved areas. Their impact is measurable, as studies show reduced mortality rates in neighborhoods with more trees.

    The Trail Blazers’ involvement ranges from hands-on tree planting events with fans and players to awareness campaigns and fundraising, such as the 3’s for trees program that has been running for 11 years now. These aren’t token appearances, they’re intentional opportunities for fans to engage with the team on shared values. And it’s not just about trees; it’s about creating a healthier, more connected community. That’s a message fans can rally behind.

    From a PR standpoint, this is a slam dunk (pun intended). Local partnerships feel more authentic than broad national campaigns, making it easier to earn positive media, social buzz and even attract purpose-driven sponsors. Fans aren’t just cheering for a team, they are supporting an organization that supports them back.

    Other franchises should take note if they aren’t already creating these types of partnerships. Investing in local nonprofit organizations builds trust, drives engagement and helps ensure long-term fan loyalty. Today it’s trees; tomorrow it could be climate justice or youth education.

    In the end, strong roots, like those planted through this partnership, create stronger teams. When a franchise reflects its community’s values, it builds something that lasts far beyond the final buzzer.