In an era where authenticity is everything, the marriage of brand and purpose remains essential and the sports world is no exception. Forced to ideate new and innovative ways to engage consumers as well as avid fans admist the global pandemic, sports marketers continue to push the boundaries with activation programs and social impact initiatives that we may not have seen for years.

In this session, join Adweek and Sheri Barros, American Cancer Society’s Vice President, Global Sports Alliances as she break downs the organization’s support in societal movements, diversifying funding efforts through campaigns like NFL Crucial Catch and NHL Hockey Fights Cancer, and the collective actions the ACS is taking to promote a sense of community through its marketing initiatives.