Super Bowl 50 Host Committee Announces "Play Your Part" Campaign

By Stacy Verner in Press Release
January 14, 2016 05:00

Initiative Support Focus on Creating a 'Net Positive' Super Bowl by Rewarding Fans with Social Good Incentives

SAN FRANCISCO - The San Francisco Bay Area Super Bowl 50 Host Committee today announced its "Play Your Part" campaign, an initiative deigned to engage with fans and inspire them to personally contribute towards the Host Committee's goal of delivering Super Bowl 50 as a "Net Positive" event.

Launched in collaboration with in/PACT and Citizen Group, the Play Your Part campaign will recognize and reward fans for their Net Positive behavior by providing "goodcoins" to support 50 Fund grantmaking and entering fans for daily prizes during Super Bowl week.

"Super Bowl 5o fans have an important role to play in helping us achieve the goal of delivering Super Bowl 50 as a net positive event. We can't do it without them," said Host Committee CEO Keith Bruce. "Together with the 50 Fund, we are excited to be able to recognize and reward the fans' role in delivering a purposeful event.

By performing or pledging to perform sustainable actions, such as properly recycling waste, carrying a reusable water bottle or taking public transit, fans will be invited to help decide how $200,000 from the 50 Fund's Sustainable Environments Game Changer Grant is allocated to a short list of Bay Area environmental nonprofits, made possible by in/PACT's interactive cause marketing technology platform. Fans can learn more about the program at

"Given the millions of fans that the Big Game attracts, there's a huge opportunity for all of us to join together and play our part in shaping a better future," said in/PACT CEO John McNeel. "in/PACT and Citizen Group share the Host Committee's commitment to doing good and doing well, and we are honored to help them activate their purpose through our social good fan-powered platform."

"By leveraging the Bay Area's leadership in technology, sustainability and philanthropy, we have the opportunity to create a real legacy," added Robin Raj, founder and executive director of Citizen Group. "We're proud to work with the Host Committee and in/PACT to set a new standard for how future major sporting events can engage and support their communities for years to come."

The Host Committee's net positive commitment is built around four key pillars: (1) reducing impact on climate change by delivering a low emissions event; (2) responsibly using materials and resources; (3) inspiring fans to embrace sustainability personally; and (4) leaving a lasting legacy. "Play Your Part" directly links fan support to these four goals.



Working in partnership with Bay Area public officials and the NFL, the San Francisco Bay Area Super Bowl 50 Host Committee is responsible for managing the planning and production of Super Bowl 50 and the events surrounding it. To be hosted in the state-of-the-art Levi's Stadium in Santa Clara in 2016, Super Bowl 50 will be celebrated through a series of events that showcase all the Bay Area has to offer, including the Host Committee's free public fan village, Super Bowl City. The Host Committee seeks to make Super Bowl 50 the most giving ever, and is investing in Bay Area community initiatives and high-performing nonprofits through the 50 Fund, its signature philanthropic fund. For more information, visit


in/PACT has introduced the world's first social-purpose activation platform that connects brands directly to their customers, employees and other stakeholders through "people-empowered giving." Through its proprietary platform and portfolio of digital products, in/PACT offers increased loyalty, conversion and sales for businesses through social good incentives. in/PACT provides its fan engagement platform and services to sponsors and sports and entertainment organizations through its in/PACTx division. For more information, visit


Citizen Group is an award-winning, San Francisco-based marketing and ad agency dedicated to building "citizen brands" - brands that aim to lead with their values and engage their stakeholders in exciting and effective ways. Citizen Group works with for-profit companies, nonprofit organizations and municipalities to create innovate pro-social campaigns, initiatives and collaborations. The agency has helped major brands achieve their goals while advancing the low-carbon economy, corporate sustainability and social justice issues for more than a decade. For more information, visit