College - Author 1
College of Agriculture, Food and Environmental Sciences
Department - Author 1
Experience Industry Management Department
Degree Name - Author 1
BS in Recreation, Parks, and Tourism Administration
Brian Greenwood, College of Agriculture, Food and Environmental Sciences, Experience Industry Management Department
Over the past two centuries, the considerable efforts of a number of organizations, companies, and individuals have led to the concurrent growth of two powerful industries: professional sport and community development. The last few decades have seen a merging of these two realms which effectively combine their separate spheres of influence to create a significant platform for societal change. The purpose of this study was to examine the community development and unification practices employed by the San Francisco Giants Community Fund. The researcher designed a case study examining the programs and events, partnerships and sponsorship, and marketing and fundraising practices utilized by the Giants Community Fund. The results indicate that the Giants are exemplary agents of community development but need to improve their marketing techniques. As an important member of their greater communities, all professional sport teams should utilize their unique platforms to support philanthropic initiatives and achieve positive change in their communities.