Published on February 21, 2022  
WARC logo

Samford University Center for Sports Analytics, the international thought leader in the emerging field of sports analytics, has partnered with WARC, the global authority on marketing effectiveness, to develop effective fundraising strategies between professional sports properties and major brands.

Drawing on WARC intelligence for their latest project, a team of Samford senior sports analytics students have developed an effective 2022 fundraising strategy for the National League baseball team, the Los Angeles Dodgers, and the gas station chain 76, in their efforts to help underserved communities access science, technology, engineering and mathematics (STEM) education.

The research and strategic fundraising plan will be presented to Nicole Whiteman, CEO of the Los Angeles Dodgers Foundation (LADF) and to senior marketing executives of Phillips 66 Los Angeles Refinery and 76 gas stations, at the end of February at Dodger Stadium.

Darin W. White, Executive Director, Samford University’s Center for Sports Analytics, says: “WARC’s research has been invaluable in helping us with several capstone sports marketing strategy consulting projects our students have completed. Specifically, we have used WARC insights in projects for the New Orleans Saints, Atlanta Braves, Coca-Cola, Learfield, NHRA, Celtic F.C., and Atlanta Dream.

“Using WARC’s marketing intelligence, our students are developing a blueprint for the LA Dodgers and other sports properties and brands to develop similar relationships. We will be presenting our findings to sports properties across the NFL, NBA, MLB, etc. with the hopes that many sports properties and brands will be empowered to form mutually beneficial partnerships that drive donations and awareness for meaningful social change initiatives.”

Paul Coxhill, Managing Director, WARC, commented: “We are honored to have partnered with Samford University’s Center for Sports Analytics by providing them with WARC best practices, insights and relevant case studies, to help them build effective fundraising strategies in their quest to bring together professional sports properties and top brands as they work to bring opportunities and positive change to underserved communities.”

Alongside WARC, Samford University’s Center for Sports Analytics are conducting research focus groups with the help of the Atlanta Braves, traditional marketing research with the assistance of Tigris Sponsorship & Marketing and social media data analysis with the help of Zoomph and Affinio.

# # #

For more information:


The Samford University Center for Sports Analytics

Amanda Benfell
Head of PR & Press, WARC

About The Samford University Center for Sports Analytics - promotes the ethically-centered, rational inquiry into issues at the burgeoning intersection of big data, analytics, and sports.

The Samford University Center for Sports Analytics promotes the ethically-centered, rational inquiry into issues at the burgeoning intersection of big data, analytics and sports. The center seeks to be an international thought leader in the emerging field of sports analytics by providing a forum for industry professionals and students to learn about the increasing role of analytics in the global sports industry. Dedicated to fostering growth and innovation in this arena, the center seeks to enrich opportunities for learning about the sports industry. The center's mission encompasses all areas where analytics impacts sports including fan engagement, sponsorship, player tracking, sports medicine, sports media and operations.

About WARC – The global authority on marketing effectiveness

WARC is an Ascential company. Ascential delivers specialist information, analytics and ecommerce optimisation platforms to the world’s leading consumer brands and their ecosystems. Our world-class businesses improve performance and solve problems for our customers by delivering immediately actionable information combined with visionary longer-term thinking across Digital Commerce, Product Design and Marketing. We also serve customers across Retail & Financial Services. With more than 2,000 employees across five continents, we combine local expertise with a global footprint for clients in over 120 countries. Ascential is listed on the London Stock Exchange.

For over 30 years WARC has been powering the marketing segment by providing rigorous and unbiased evidence, expertise and guidance to make marketers more effective. WARC services include 96,000+ case studies, best practice guides, research papers, special reports, advertising trend data, news & opinion articles, as well as webinars, awards, events and advisory services. WARC operates out of London, New York, Singapore and Shanghai, servicing a community of over 75,000 marketers in more than 1,200 companies in 100+ markets and collaborates with 50+ industry partners.