For Immediate Release
August 10, 2015
Contact: Kristin Quinn, Assistant Commissioner
#BEgood Campaign Culminates With Equipment Donation to After-School All-Stars
Sports equipment collected from BIG EAST Championship events was donated to After-School All-Stars, a charitable partner of New York Life, the BIG EAST Conference’s presenting sponsor
NEW YORK – The #BEgood program, an overarching marketing activation developed to inspire student-athletes, fans and students to “BE good” and “do good” in the community concluded on Sunday, August 9th with the donation of more than 250 pieces of sports equipment to After -School All-Stars.
The program, supported by New York Life, the BIG EAST Conference, and Fox Sports, featured promotional spots within FOX Sports 1 programming, branded content over social media platforms and other digital marketing efforts.
Throughout the 2014-15 season, the BIG EAST collected sporting equipment from 20 of the conference’s Olympic sports championship events in addition to six regular season women’s basketball games.
After-School All-Stars was chosen to receive the donation as the charitable partner of the New York Life Foundation.
“We are honored to have been selected for the donation as part of the #BEgood program, which brings together our existing New York Life and Fox Sports partners as well as a new supporter, the BIG EAST Conference. This collaboration will support our national initiative called Sports as a Hook, a unique sports-based youth development program,” said Emily Ausbrook, the Executive Vice President of Development and Marketing at After-School All-Stars.
New York Life, the BIG EAST Conference, and Fox Sports leadership gathered at ASAS’ CampUs program, a Science, Technology, Engineering, and Math (STEM) focused college and career immersion summer camp in Newark, N.J. to present the equipment. The donation celebration took place on the first day of the camp with students engaging in sports drills.
The equipment will be distributed for use at ASAS chapters, particularity to those recently opened thanks to the New York Life Foundation.
“We were pleased to have students, student-athletes, and fans bring our ‘Keep Good Going’ messaging to life by engaging in ‘do good’ activities in their communities, and inspiring others to do the same,” said Natan Cohen, corporate vice president of Branding & Advertising, New York Life. “The #BEgood program was a perfect fit for our brand because it supported our commitment to creating legacies in communities across the country and helping people to live better lives.”
The #BEgood campaign is a significant component of BIG EAST SERVES, the Conference’s academic and community service platform which aligns the academic, health, leadership and service missions of the ten BIG EAST member institutions.
“An initiative of the Conference’s BIG EAST SERVES platform, the #BEgood program perfectly illustrates the ways in which our athletic pursuits can be complemented by strong academic and service-based initiatives, and how with critical support from our likeminded partners, we can achieve tremendous success,” said Ann Wells Crandall, Chief Marketing Officer, BIG EAST Conference.
In addition to the equipment drives, the #BEgood program included the #BEgood Digital Challenge, and a renewal of New York Life’s Girls in the Game partnership.
The Digital Challenge was a bracket-style competition recognizing individuals and groups who volunteer and give back to make a positive impact on other people’s lives.
In support of the BIG EAST Women’s Basketball Tournament, New York Life underwrote $5,000 worth of tickets to Girls in the Game, a Chicago based not for profit organization providing sports fitness and health and leadership opportunities to young girls, to send participants to attend the tournament.
About the BIG EAST Conference
The BIG EAST Conference is an association of ten nationally prominent colleges and universities that foster healthy athletic competition, community service and the pursuit of excellence in academic environments. The athletic programs of BIG EAST institutions provide national-caliber participation opportunities for more than 3,000 student-athletes on over 180 men’s and women’s teams in 22 sports. Established in 1979 and headquartered in New York City, the BIG EAST’s members are located in seven of the country’s top 35 largest media markets and include Butler University, Creighton University, DePaul University, Georgetown University, Marquette University, Providence College, St. John’s University, Seton Hall University, Villanova University and Xavier University. For more information, visit www.bigeast.com.
About New York Life®
New York Life Insurance Company, a Fortune 100 company founded in 1845, is the largest mutual life insurance company in the United States* and one of the largest life insurers in the world. New York Life has the highest possible financial strength ratings currently awarded to any life insurer from all four of the major credit rating agencies: A.M. Best (A++), Fitch (AAA), Moody’s Investors Service (Aaa), Standard & Poor’s (AA+).** Headquartered in New York City, New York Life’s family of companies offers life insurance, retirement income, investments and long-term care insurance. New York Life Investments*** provides institutional asset management. Other New York Life affiliates provide an array of securities products and services, as well as retail mutual funds. Please visit New York Life’s website at www.newyorklife.com for more information.
*Based on revenue as reported by “Fortune 500 ranked within Industries, Insurance: Life, Health (Mutual),” Fortune magazine, 6/15/15. For methodology, please see http://fortune.com/fortune500/.
**Individual independent rating agency commentary as of 6/25/15.
***New York Life Investments is a service mark used by New York Life Investment Management Holdings LLC and its subsidiary, New York Life Investment Management LLC.
About After School All Stars
Founded in 1992, After-School All-Stars (ASAS) is a leading national provider of year-round, school-based, comprehensive afterschool programs. The organization’s mission is to keep children safe and help them succeed in school and in life. Every school day, students in low-income communities have access to free programs that offer academic support, enrichment opportunities, and health and fitness activities. Nearly 75,000 children from 15 U.S. regions benefit: ASAS serves Atlanta, Chicago, Hawaii, Las Vegas, Los Angeles, Newark, New York, North Texas, Ohio, Orlando, Philadelphia, San Antonio, San Diego, South Florida and Washington, D.C, and starting in fall 2015, Cleveland and Tampa. For more information, visit www.as-as.org
About FOX Sports Supports
FOX Sports Supports has become the industry leader in raising awareness for worthwhile causes like education, military, health awareness and human services. In the last six years, it has supported 24 charities, from helping children with cancer to assisting military personnel and their families. Through public service announcements, events, verbal and special messages during FOX Sports programming, FOX Sports Supports has successfully raised awareness for several worthy charities, helping to generate millions of dollars in donations. In addition, the PSAs have received tens of millions of dollars’ worth of air time across all 21st Century Fox channels, helping to support causes such as the Boys and Girls Clubs of America, Stand Up To Cancer, St. Jude Children’s Research Hospital, City of Hope, STOMP Out Bullying, Feeding America, Johns Hopkins Medicine and many more.