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How the 24 Foundation Effectively Lifted Its Image in the Community

Started by one Charlottean after seeing Lance Armstrong defeat cancer, the mission of the 24 Foundation is getting aid to those going through a diagnosis.

Aaron Blake

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*Centerfold is a proud partner of Front Office Sports.

Inspired by Lance Armstrong’s triumphant defeat of cancer, one Charlottean decided to take matters into his own hands by spawning the 24 Foundation. The organization now uses 24-hour, non-competitive cycling and walking events open to all levels of ability as a way to raise money for cancer navigation and survivorship.

It began when Spencer Lueders, Founder of 24 Foundation, yearned to make a difference in the cancer community. Lueders became the first person to bike the famed south Charlotte Booty Loop for 24 hours. Only three miles long through the affluent South Charlotte Myers Park neighborhood, Lueders knew his commitment would be beneficial.

In 2017, the organization underwent a rebrand through the likeness of Centerfold Agency, also located in Charlotte, N.C. The rebrand positioned 24 Foundation to be more visible among other cities across the country.

“As an organization, it was important that we ensure each city hosting an event felt ownership of it, rather than feeling like an extension of Charlotte,” said Ann Marie Smith, communications and marketing director, 24 Foundation.

Previously known as the 24 Hours of Booty, the organization’s name did not have much significance outside of Charlotte. Giving a less localized name ensured others in various communities understood its mission.

“24 Foundation has grown to include Indianapolis as well as past events in Baltimore and Atlanta,” said Smith. “Event participants fundraise, and the foundation disperses those donation dollars to our local beneficiaries in each community as well as the national beneficiary, LIVESTRONG.”

The rebrand allowed 24 Foundation to shift its focus and clarify its mission: To inspire and engage communities to make an immediate impact on the lives of those affected by cancer. Without this mission, the foundation’s cause of providing cancer navigation and survivorship to those affected would not exist.

“Commonly, 24 Hours of Booty was thought of as an event to raise money for a cure or cancer research,” said Smith. “However, the rebrand gave us an opportunity to clarify our focus on cancer navigation and survivorship rather than research.”

Now completed, the rebrand keeps the legacy of 24 Hours of Booty alive. Maintaining the foundation’s signature colors and refreshing the logo, allowed them to achieve a modern look while embarking nationally and staying true to their roots.

“One of our favorite things that Centerfold has done is to create both a centralized 24 Foundation brand look and feel,” said Smith. “As well as cleverly modifying brand elements to match each city that we’re in.”

Elements of the live events boast hand-drawn backgrounds highlighting key elements of the host city. For example, Charlotte’s social graphic background embodied the Queen’s Crown and Indianapolis’s 24 Indy, embodied checkered flags.

Smith says these designs are intentional and pose a personal connection to the host city. The local elements, along with biking and community, bring together a wholesome and impactful experience.

“Everything they have created for the new 24 Foundation look is cohesive while weaving in local elements of fun,” said Smith.

Smith sums up the rebranding and repositioning as a great opportunity to tell their story better. The story of 24 Foundation has remained the same since its inception, but with the help of the professionals and a national outreach, the work shines through.

“Our mission has always been to provide aid to those going through a cancer diagnosis and treatment as well as support to family members affected,” said Smith. “But the rebrand gave us the platform we needed to shift from an event-focused to a more mission-focused narrative.”

*Centerfold is a proud partner of Front Office Sports.

Aaron is a Front Office Sports Account Manager for Varsity Partners. He attends UNC Charlotte, loves spending time in the Appalachian mountains, and has interned with IMG-Learfield and ESPN 730. He can be reached at aaron@frntofficesport.com

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Kyrie Irving Expected to Sign with Roc Nation

Kyrie Irving is expected to sign with Roc Nation, according to multiple sources with knowledge of the situation.

Michael McCarthy

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Photo Credit: Greg M. Cooper-USA TODAY Sports

Kyrie Irving is expected to sign with Roc Nation, according to multiple sources with knowledge of the situation.

Irving, who was most recently repped by Jeffrey Wechsler of 24/7 Sports Management, joins an NBA client roster at Roc Nation that includes the likes of Kevin Durant, Josh Hart, Justise Winslow, Danny Green and Caris LeVert.

The switch in representation comes on the same day that Irving took the first step toward his prospective free agency this summer.

According to Shams Charania of The Athletic, Irving is not opting into his $21.3 million contract for the 2019-20 season and will become an unrestricted free agent.

By not opting into his contract, Irving can sign with any NBA team when free agency opens on Sunday, June 30th.

If he signs with a team other than the Celtics, he will be eligible to sign a max deal worth $139 million over four years.

If he were to stay with the Celtics, Irving can sign a five-year deal worth $188 million.

An industry source speculated that Roc Nation could be waiving the fees on Irving’s contract in order to retain his marketing rights.

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Meet the WNBA’s New Boss

Deloitte CEO Cathy Engelbert will become the first commissioner of the WNBA and the first woman to lead a Big Four professional services firm in the U.S.

Front Office Sports

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Photo Credit: Jennifer Buchanan-USA TODAY Sports

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else.

For the first time ever, the WNBA will have a commissioner. Before now, all of the league’s previous leaders like Val Ackerman and Lisa Borders were given the title of president. 

Cathy Engelbert, the current CEO of Deloitte, will take control of the role on July 17th and will report directly to Adam Silver. 

What should you know?

1. By the time she is done at Deloitte, Engelbert will have spent more time at the company (33 years) than the WNBA has been a league (23 years)

2. Engelbert is the first female to lead a Big Four professional services firm in the U.S.

3. She is the fifth person to lead the league after Val Ackerman (1997-2005), Donna Orender (2005-10), Laurel Richie (2011-15) and Lisa Borders (2016-2018)

4. Engelbert has spent the past four years in charge of Deloitte’s U.S. operation.

Basketball is in her blood…

Although she might be an accountant by trade, Engelbert is no stranger to the game of basketball. 

According to Bob Hille of Sporting News, she played at Lehigh for Hall of Fame coach Muffet McGraw and was a team captain as a senior. Her father Kurt also played and was drafted in 1957 by the Pistons.

What are they saying?

“Cathy is a world-class business leader with a deep connection to women’s basketball, which makes her the ideal person to lead the WNBA into its next phase of growth. The WNBA will benefit significantly from her more than 30 years of business and operational experience including revenue generation, sharp entrepreneurial instincts and proven management abilities.” – Adam Silver on the hiring of Engelbert

“I think that’s probably one of the reasons I was selected for this role, to come in and bring a business plan to build the WNBA into a real business and a thriving business, quite frankly.” – Engelbert to ESPN’s Mechelle Voepel

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Adam Silver Wants More Gender Diversity

The NBA commissioner states his desire to get more women into the sports industry. The NBA currently has a 31.6 percent ratio of women in team management.

Front Office Sports

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Photo Credit: Bob Donnan-USA TODAY Sports

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else. 

If Adam Silver has his way, 50 percent of the new incoming NBA officials will be women.

That number applies to coaches too, Silver said speaking at the Economic Club of Washington.

How do the leagues stack up?

The following numbers, outside of MLB, come from 2018 reports put together by The Institute for Diversity and Ethics in Sports (TIDES) at the University of Central Florida. MLB is the first league to have a report done on it this year.

1. NBA – 31.6% of team management are women / 37.2% of team professional admins are women

2. NFL – 22.1% of team senior admins are women / 35% of team professional admins are women

3. MLB – 28.6% of team senior admins are women / 26% of team professional admins are women

4. MLS – 26.5% of team senior admins are women / 31.6% of team professional admins are women

5. WNBA – 48.6% of team VPs and above are women / 58% of team managers to senior directors are women

6. NHL – No report done

Quotes from Silver… 

“It’s an area, frankly, where I’ve acknowledged that I’m not sure how it was that it remained so male-dominated for so long. Because it’s an area of the game where physically, certainly, there’s no benefit to being a man, as opposed to a woman, when it comes to refereeing.”

“The goal is going forward, it should be roughly 50-50 of new officials entering in the league. Same for coaches, by the way. We have a program, too. There’s no reason why women shouldn’t be coaching men’s basketball.”

That’s not all Silver wants to see change…

Silver, who has been adamant about getting rid of the one-and-done rule, provided some clarity as to when that might be achieved.

According to the commissioner, the 2022 NBA Draft will likely be the first one since the 2005 NBA Draft to allow high school players to go straight into the league rather than playing a season in college first.

Citing “active discussions” with the NBPA, Silver noted that they are still “a few years away.”

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