National Alcohol and Drug Addiction Recovery Month (Recovery Month 2006), now in its 17th year, highlights the societal benefits of substance use disorder treatment, contributions of the field's treatment professionals and promotes the message that recovery from alcohol and other drug addiction is possible. The Sports Link Project created by the Johnson Institute as part of the Recovery Month celebration. Recovery Month is sponsored by the Department of Health and Human Services Administration. The Johnson Institute continues to support Sports Link as an opportunity for Major League Baseball (MLB) to join alliances with government agencies, the business community, health professionals, professional organizations, and affiliates within the field and the recovery community to spread the word about this disorder and the benefits of treatment for those in need.
The Johnson Institute has over forty years of experience in this campaign to emphasize recovery. We have developed a partnership program based on our experience in 2003 with teams in Major League Baseball. During September 2005, more than 1,700 Recovery Month supporters took part in Minnesota highlighting Recovery Month while over 1,000 supporters participated at the Los Angeles Dodger's ballpark. Each tribute included pre-game ceremonies on the field, in-game billboard announcements, and special recognition for those who work tirelessly in providing treatment to encourage recovery from this disorder. This project can be applied to either baseball games in the Major or Minor leagues.
Recovery Month Celebration at Minnesota Twins game in Minneapolis in September 2005.
The involvement of Major League Baseball in the Johnson Institute's Sports Link advances the education of the public in National Recovery Month through a highly visible sports team. The Johnson Institute would like to provide local communities with this tool-kit to organize local events.
Sport Link is sponsored by a local or regional organization. In addition to other local events highlighting Recovery Month, the Sports Link tribute provides an opportunity for the Major League Baseball community to recognize and support treatment and treatment professionals. This tool-kit will help organize the local community and connect it with the Major League Baseball team to accomplish the following:
- Secure general admission tickets for local and regional groups during a September home game targeting a minimum of 500 seats;
- Encourage participation of local officials or other designees to attend the game and/or other in-field introductions;
- Materials which reflect recovery month at the game which may include billboard recognition;
- Public Service Announcements (PSAs) to provide to local media to cover event;
- Allow photos, video footage and material to highlight accomplishments of Recovery Month 2006;
- Recognition of supporters during Seventh Inning Stretch.
Thank you for your interest in our Sports Link project. We can work together to significantly highlight Recovery Month 2006 and bring real change to America's attitudes on substance use disorder and the possibility of recovery.
Program Elements:
- Kickoff Event (A breakfast or lunch for supporters and workers)
- Team Meetings (Periodic motivational and report meetings for outreach, ticket sales, tie-in events, etc.)
- Pre-game Picnic (Hot dog meal, music and short program at game site, if possible)
- Ballgame Celebration (Pre-game ceremony, section demonstration, in-game, on-screen promo time on awareness of addiction and power of recovery)
Management Structure:
- Sponsor's Project Committee (Overall strategic plan and management direction)
- Support Committee (Fund raising)
- Outreach Committee (Ticket sales)
- Program Committee (Program for kick-off event, pre-game entertainment, and game promotional content)
- Event staff (Phone contact, ticket coordination, communications and meeting coordinator)
Cost Factors:
- 500 Tickets
- 50 Meals (Kick-off event)
- 500 picnic meals and amenities
- Event staff (One person with phone and mail facilities, usually part-time for four months) @ $1,000 per month or in-kind
- Signage, banner and poms (On-field and in stands promotion)
- Newsletter (Three issues)
- Message preparation (Video for ball game – in-kind)
Revenue Factors:
- Ticket Sales
- Possible Sponsorships
- Title - $5,000
- Platinum - $2,500
- Gold - $1,000
- Silver - $500
- January through April – Contact MLB team in area and speak with Group Sales department. Provide information on Sports Link. Mention that the program is being held across the country at different baseball stadiums. Negotiate with contact any ticket discounts for groups of 500 or more. Schedule date in September. In the past, some groups have scheduled game date in conjunction with team promotion, i.e., get 1 free ticket with 1 paid ticket, etc. Continue on-going relationship with representative for on-field activities, first pitch, national anthem and other activities appropriate for Recovery Month.
- Purchase tickets and/or negotiate contract with team for tickets on consignment. Group sales representative may have capacity to provide local group with consignment contract. Be sure that the date the unsold tickets need to be returned is clear and marked. The group leader should return unsold in a timely manner so group is not responsible to pay for tickets not sold.
- Explore possibility of picnic for pre-game activity.
- Set up committee, plan meeting and follow checklist in the agreement and promotion phase.
- Prepare flyer for publicizing game (Sample Flyer (PDF)) two months prior to game. Have flyer approved by group sales representative of the MLB team before using any team logo or language that implies direct sponsorship.
- Post event on the Recovery Month web site at www.recoverymonth.gov to advertise your event.
- Prepare letters to any local, state or national dignitaries for invitation to game by August 1st. (Sample Invitation Letter (PDF))
- Prepare PSA by mid-August to publicize game and National Recovery Month celebration. Send out to all appropriate newsletters and news publications in area. Again, be sure that the PSA is approved by group sales representative especially if team name is used within context of PSA. (Sample PSA Release (PDF))
- Have all tickets paid for and return any unused tickets by appropriate date agreed upon between group leader and team sales representative.
- Complete last minute details of picnic / pre-game activity, if applicable.
- Send script for approval of on-field recognition to team contact at least two weeks prior to game. (Sample Script (PDF))
- Contact team representative to confirm time and place for on-field recognition. Provide team contact with names of individuals for security clearance. (Some teams need to clear people recognized on field prior to game). This should be complete at least 7 – 10 days prior to game.
- Contact all persons selected for on field recognition two weeks prior to game date, confirm attendance and provide instructions.
- Finalize any last minute arrangements.
- Game day – Enjoy!!