A Quarterly Publication of City of Hope | Volume 21 Number 1 | Summer 2010

FOX Sports Supports airs City of Hope’s message to NFL fans nationwide

By Wayne Lewis
From the first kickoff in September to the pageantry of the Super Bowl in February, football is America’s true pastime.

Every week of the season, about a million fans attend National Football League (NFL) games, with tens of millions more viewing from home — more than any other sports league in the U.S. During the 2009 season, FOX, the No. 1 television network in NFL viewership, introduced its national audience of 150 million to a new partner: City of Hope.

City of Hope was selected to be featured on FOX’s NFL coverage through FOX Sports Supports, the network’s on-air charitable initiative to raise awareness, funds and volunteerism for national health-related charities.

“We’re deeply grateful to FOX Sports and its employees for choosing to highlight City of Hope,” said Steve Martin, associate vice president of marketing. “Their efforts provided a tremendous benefit to City of Hope. The chance to share our mission with a diverse, national audience was invaluable.”

City of Hope was featured throughout FOX Sports’ 2009 NFL season, which ended in January. On-air mentions during the pre- and post-game shows on FOX promoted City of Hope’s mission of rapidly developing new treatments for cancer and encouraged viewers to donate.

City of Hope lapel pins sported by FOX announcers and studio hosts while on air gave a visual reminder to viewing audiences.

The FOX initiative also drew attention outside of sporting circles. A public service announcement, which was filmed at City of Hope and featured the NFL on FOX’s team of analysts, aired on FOX news and entertainment stations in addition to its sports outlets.

In conjunction with the FOX Sports Supports effort, City of Hope unveiled a new way for supporters to donate funds: mobile giving. A fundraising tool first established in 2008, mobile giving allows cell phone users in the U.S. to donate instantly via text message. A donation is automatically added to their wireless bill.

Even though the football season has ended, donors can continue to contribute $5 to City of Hope through mobile giving by texting the phrase “GIVEHOPE” to 90999 from any cell phone (standard text messaging rates may apply).

FOX Sports Supports was created in 2007 by David Hill, chairman and chief executive officer of FOX Sports Television Group, and Bill Wanger, senior vice president of research and programming. A longtime City of Hope supporter, Wanger nominated the organization as a candidate for FOX Sports Supports. FOX Sports employees selected City of Hope as its official charity through a vote.

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