Fan Donor And Partner Engagement 2021

The unique opportunity of back-to-back Games inspired American fans. Amid the excitement, the decision that international spectators could not attend the Tokyo Games created the need for a “Plan C” after a year of postponement. With some creativity and innovation, we pivoted to a largely digital, social and stateside-based Games experience to continue to engage fans, donors and partners.

Despite the challenging environment, we saw fan, donor and partner activity grow across all measures.

In 2021, the USOPC and U.S. Olympic & Paralympic Foundation established the Team USA Service & Hope Award, an annual grant awarded to Team USA athletes who have demonstrated an outstanding commitment to service within their communities. Through the award, we are proud to offer as many as four $25,000 grants per year, with half of the grant going to the athlete and the other half to the athlete’s nonprofit of choice.

In its inaugural year, the Team USA Service & Hope Award received 134 applications. Athlete applicants spent a collective 9,250 hours, or 385 days, volunteering over 18 months.

“To be recognized not only by my peers and my community, but [also] by the USOPC, is a huge honor. To [have the USOPC] recognize the work we are doing in our communities, and also partnering with us... [the USOPC is] really showing they care about diversity, equity and inclusion in sports... [it] means a lot to me.”

KAI LIGHTNER, SPORT CLIMBING

In April 2021, 100 days out from the Olympic Games, we launched a refreshed Team USA brand that put athletes at the center of storytelling, amplifying their stories based on what athletes themselves care about and want to be known for. The campaign showcased the diversity and breadth of Team USA through more than 550 athlete stories, representing two-thirds of the Olympic and Paralympic team.

This evolution increased engagement with a new, younger fan base by fostering deeper affinity for Team USA and the Games with fans through athletes’ inspiring stories. Engagement with athletes rose 16% from Rio to Tokyo, and on Team USA channels, 33%, significantly outpacing overall social media activity around the Games, and allowing us to further highlight who our athletes are both on and off the field of play. Beyond increased engagement, Team USA athletes saw their followers increase by a total of nearly 11M during the Tokyo Games.

In a unique environment with back-to-back Games within six months of each other and international spectators unable to attend, we found creative solutions to grow engagement with fans, donors and partners, ultimately seeing an increase in merchandise and philanthropic revenue, fan acquisition and engagement and commitments from partners and donors.

As a nonprofit that does not receive any government funding, growing fan, donor and partner engagement is critical to our existence and to supporting and funding Team USA. The emotional and monetary connections alike enable the USOPC to fulfill our commitment to Team USA athletes’ competitiveness and wellness.