In this episode, Tony engages with Kevin Smith, exploring the connection between the nonprofit sector, the sports world, and the power of affinity. Together, they navigate the strategic approaches Kevin uses in sports marketing that nonprofits should adopt to cultivate a sense of community and foster a connection for their causes or missions. By emphasizing the role of affinity in building relationships and driving engagement, Tony and Kevin reveal how nonprofits can amplify their impact and build meaningful connections with their audiences. From crafting compelling narratives to forming strategic partnerships, they uncover the transformative potential of communication to forge deeper relationships, driven by a natural ‘liking’ for an organization.