b"PURPOSEFULChampioning#ChampionBlackBussinessesMARKETINGBlack BusinessesThere's No Place Like SportsIn 2019, we set out to change the trajectory of the ESPN brand and build an emotional connection with fans, particularly female fans. We learned through our own research that female fans want to relate to the athletes as people, and its the moments that transcend the play on the field and tell bigger, more personal stories that inspire them most. As aWith the battle of a global pandemic and the ongoing fight against brand, we needed to show our audience thatsocial injustice, the NBAs return this season meant so much more we care, and reflect their fandom in the waythan just the game itself. Fans looked to sports and athletes to that they define it. The result was thetake leadership during this unsettling time and lead the fight for creation of a new brand campaign: Therespositive social change while demonstrating responsibility and care. No Place Like Sports, which beautifullyThrough the NBA on ESPN platform, we produced a Black Lives highlights these underlying stories in sports.Matter message called Never Just a Game in the voice of our very This campaign aimed to create a hopefulown Maria Taylor to show our support of the Black community.picture of all the wonderful and wild thingsAs the season progressed, we continued to lead with purpose, that make the world of sports, and in moreensuring social justice was part of every communication recent times, this theme of hope andtouchpoint. As we approached the NBA Finals, our team stood optimism has taken on a much largerup to take true action. In partnership with ABC, the NBA and meaning.The Undefeated, we launched Champion Black Businesses to elevate Black-owned businesses and their stories, and cement the importance their imprint has on their communities during the NBA Finals and beyond. While bringing awareness to the larger community, we selected two businesses associated with the teams in the Finals and told their inspiring stories of determination, leadership and perseverance. The duality of this initiative spoke not only to the inspiring athletes fighting for the trophy, but gave exposure to the champions of the Black community WHERE ELSE who continue the fight for social justice and for each other.CAN ONE PERSONMAKE MILLIONS FEEL LESS ALONE?Follow @ESPNCitizenshipwww.espn.com/citizenship 23"