Sometimes with all the hoop and hype around athletics we forget that sport can actually help move the needle and bring action to key causes through the power of media and celebrity. This weekend, Viacom, Spike TV and two elite athletes will do just that for the people of Flint, Michigan.
On Friday in Atlantic City, Spike TV and Premier Boxing Champions are teaming up with world championship boxers Andre and Anthony Dirrell to help raise money and awareness of the plight of the children of Flint, Michigan affected by the water crisis in the city.
The Dirrell Brothers are native sons of Flint and are deeply concerned for the well-being of their community. They are both headlining the April 29 Premier Boxing Champions event on Spike, and are using this national platform to galvanize support from boxing fans to help the residents of Flint. Through a crowdfunding platform, the fighters and their media partners will raise money throughout the night as well as with all the events leading up to the fight. All funds raised will go directly to the Flint Child Health & Development Fund which serves both the immediate and long-term needs of Flint¹s children. This fund will provide aid to children and families with interventions that support positive health outcomes, with 100% of donated funds used to support the Flint community. Spike even kicked in a small prize, with tee-shirts, always a great incentive, going to anyone who donates at least $25.
The campaign makes great sense for several reasons; it shows the humanity of two great athletes and exposes them to a wider audience than those who might be fans of boxing. It gives Spike TV a nice promotional platform for all its work to reach a niche audience and beyond and it sends a clear message that Spike is willing to go above and beyond for its athletes and corporate partners, especially if it involves cause-related marketing.
Regardless of who wins on the canvas, the City of Flint and its children win, turning what is just a solid night of boxing for some rising stars into a cause celebre well beyond the sport. Well done all around for the athletes, the network, the promoter, and most importantly for the suffering young people of Flint.
