ESPN Good Sports Award

Time Warner Cable’s system in Staten Island, New York, is the recipient of this year’s ESPN Good Sports Award for its Time Warner Cable Triple Play Championship Tournament. The award is given annually to a project that generates outstanding community involvement through education and athletics. As its sponsor, ESPN hopes this award will encourage cable operators to promote teamwork, sportsmanship and education in their community affairs programs.

The Public Affairs department collaborated with seven other departments to present the Time Warner Cable Triple Play Championship Tournament for Babe Ruth League Baseball. The objective was to engage 13-year-old middle school children in healthy, structured activity while enhancing the company’s image as a valued corporate citizen and leading provider of cable, high-speed and home phone service.

Furthermore, the project would increase the League’s visibility while simultaneously generating exciting programming content for Staten Island On Demand.

Time Warner Cable staff worked with five local Babe Ruth Leagues, representing thousands of teens on Staten Island. Each League was invited to submit two teams from its regular season to participate in the Triple Play Championship Tournament.

Time Warner provided a Tournament Director and covered all expenses, including umpires and field lighting. Additionally, the company supplied each player with a customized T-shirt and purchased championship jackets and trophies for the winners.

Publicity consisted of a cross channel spot produced by TWC that aired on dozens of channels. Posters and flyers promoting the Tournament were displayed at Time Warner Cable retail locations and local ball fields. Programming partner NBC Universal arranged for World Wrestling Entertainment/Extreme Championship Wrestling star Matt Striker to participate in opening day festivities. NY1 News’ Staten Island Anchor Alicia Vitarelli joined Striker and emphasized the importance of keeping teens involved in safe, healthy activities.

Opening ceremonies offered Public Affairs staff a platform to address nearly 700 attendees. There they reinforced the company’s widespread support and sponsorship of youth and educational activities.

The audience was encouraged to watch complete Tournament coverage on Staten Island on Demand and NY1 News, both channels exclusive to Time Warner Cable.

The Tournament also served as a way to connect with local elected officials including New York State Assemblyman Matthew Titone, who attended and addressed the crowd on Championship game day.

More than 150 teenagers from a cross-section of Staten Island communities participated in 18 games at four fields throughout the borough during the week-long event.

The company’s production crew produced a total of 19 hours of high quality, professional content, including four games that were taped and aired live on TWC. In the two months following the tournament, nearly 2,500 orders to view the Tournament were received on Staten Island on Demand.

The Tournament culminated in a televised celebration ceremony from TWC Executive offices with the players, their parents and coaches. Numerous letters of appreciation poured in, acknowledging TWC’s initiative and the positive impact it had. The overwhelming message was that local kids who will most likely never make it to the big leagues had been given their moment in the spotlight thanks to TWC.