On any given Sunday—or Saturday night, or under the bright lights of a playoff run—something extraordinary happens.
People from different neighborhoods, political beliefs, faiths, professions, and life experiences gather in one place with a shared purpose: to cheer for their team.
Sports are one of the last great communal rituals in American life. In stadiums and living rooms alike, differences soften. Strangers high-five. Families pass down traditions. Entire cities hold their breath at the same moment. For a few hours, we are united not by what divides us, but by what connects us.
But the most powerful sports stories don’t end when the final whistle blows.
Today’s sports organizations understand that their role extends far beyond the game.
Teams are among the most visible and trusted institutions in their communities. With that visibility comes a storytelling opportunity. Across the country, franchises are investing in youth development programs and education initiatives, supporting small businesses, providing access to safe places to play, and driving sustainability efforts.
The Unique Role of Impact Reporting in Sports
At its best, impact storytelling is a strategic tool that demonstrates stakeholder accountability, translates data into outcomes, and tells a cohesive narrative about an organization’s role in its community and for their fans.
This approach to impact storytelling has shaped our work at Global Strategy Group across a range of professional sports organizations and leagues—from NFL franchises and team foundations to major venue operators and global sports convenings. We partner with teams not only to document their community investment, but to define the communications architecture that connects impact to business strategy.
We help sports organizations design and elevate community engagement initiatives, sharpen their sustainability positioning, and translate complex sustainability and community investment efforts into stories that resonate with fans, partners, policymakers, and league stakeholders. We support executives as they step onto global stages—including the World Congress of Sports, The Wall Street Journal Future of Everything Festival, CNBC Evolve, Sportico’s Invest series, and other premier forums—ensuring their impact story is compelling and demonstrates how they are showing up for their fans.
For sports organizations, community impact is inseparable from the business. Teams are among the most visible institutions in their markets, with expectations from fans, partners, policymakers, and community leaders to show up—and show progress.
That visibility creates both opportunity and scrutiny. Impact storytelling and reporting become the bridge between meaningful work on the ground and public accountability, strengthening community relations strategy and supporting reputation management in real time.
As you work to reinforce your organization’s own impact storytelling, ensure your reporting will:
- Demonstrate transparency and accountability at scale
- Engage policymakers, partners, and investors
- Strengthen reputation locally and among league peers
- Support corporate partnerships through shared values and outcomes
- Align internal teams around shared goals
What Makes an Impact Report Effective
Across sports, we see the same pitfalls repeatedly: too much data, not enough meaning; beautiful design without a clear takeaway; stories that may inspire but don’t tie back to strategy.
The strongest reports share a few common traits:
They keep the narrative simple.
Complexity doesn’t equal credibility. The best reports make it easy for readers to understand what matters and why.
They translate data into outcomes.
Numbers are necessary, but they’re not the point. What changed because of this work?
They highlight human stories.
Impact is ultimately about people, not spreadsheets. Impact reports consistently center the communities and individuals behind the numbers.
They are built around intent.
One question anchors every strong report: What do we want readers to think, feel, or do after reading this? Technology, including AI, can help with pieces of this process. But it can’t replace strategic judgment, deep listening, or the nuance required to tell a story that is both authentic and aligned with business goals.
Frequently Asked Questions
Still have questions about what impact reporting could look like for your organization? Here are a few we hear most often.
How long does it take to build an impact report?
Timelines vary based on scope, data availability, and organizational complexity. For many sports organizations, developing their first impact report takes several months and includes discovery, stakeholder engagement, data analysis, and narrative development.
How often should organizations update their impact reports?
Many organizations publish impact reports annually, while others update them on a multi-year cadence. The right approach depends on organizational goals, capacity, and how the report is used across communications, corporate partnerships, and community engagement.
What is the difference between an impact report and a sustainability/ESG report?
Organizations often use the terms “impact report” and “CSR” or “sustainability report” interchangeably, but they serve distinct purposes.
A CSR or sustainability report is typically structured around governance, environmental performance, workforce metrics, and ESG disclosures. An impact report is outcomes-focused. It tells the story of how a company is impacting the stakeholders it serves—from philanthropic initiatives and community investment to economic mobility and environmental stewardship. It connects data to human stories and demonstrates the tangible difference an organization is making.
Can an existing impact or CSR report be improved or reimagined?
Absolutely. Many organizations start with a foundational report and evolve it over time. Refreshing structure, refining metrics, or sharpening the narrative can significantly increase the report’s usefulness and relevance.
What’s the first step in starting an impact report?
The first step is clarifying intent: who the report is for, what it needs to accomplish, and how it will be used. From there, organizations can assess existing data, identify gaps, and define a strategy that aligns impact reporting with broader goals. If you’re at this stage, a strategic partner can help set the foundation.
As expectations around transparency, community benefit, and corporate responsibility continue to rise, sports organizations have an opportunity to lead—not just by doing meaningful work, but by telling that story with clarity and purpose.
Ready to turn impact into business value?
The Las Vegas Raiders’ Impact Report is one example of what’s possible when impact is treated as a strategic storytelling asset and community framework. The third edition of the Playbook details a year-long lookback of impactful community partnerships, innovative sustainability efforts, and a steadfast commitment to fostering diversity, equity, and inclusion both on and off the field.