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Case Study #1: 15 and the Mahomies
In 2019, NFL quarterback Patrick Mahomes established a foundation called 15 and the
Mahomies. According to the mission statement, this foundation is “dedicated to
improving the lives of children by supporting initiatives that focus on health, wellness
and communities in need of resources.” (15andtheMahomies).
On October 15, 2019, the organization announced that they would be partnering with a
local charity to donate a grant to build more inclusive structures at a local playground in
downtown Kansas City. This playground will include ramps, safe surfaces and other
materials to prevent barriers to children with mental or physical disabilities. Variety KC is
the partnering charity that focuses on providing equipment and opportunities for the
inclusion of disabled children (15andtheMahomies). Additionally, the location of the
playground is right next to a children’s hospital in downtown Kansas City (KCTV).
The main stakeholders involved with this event and partnership are:
• Patrick Mahomes
• Variety KC – Partnering Charity
• The city of Kansas City
• Parents and families of the ‘mahomies’ – a group of children associated with
• Fans of Mahomes and/or K.C. Chiefs
• Neighboring Mercy Children’s Hospital
• Residents in the area
• Kansas City Chiefs
• Sponsors of the foundation
• Sponsors of Mahomes: Adidas, Bose Headphones, Head and Shoulders, Hunts
Ketchup (Patrick Mahomes).
Analysis of campaign
For this event, the announcement of the partnership was delivered via news release on
the foundation’s website, as well as some tweets that also linked to the website. The
news release did not mention how much the grant from15 and the Mahomies was
worth, nor any details about what new features the park would gain. However this some
additional info was found on a news report (KCTV). While the campaign was amazing
for improving the reputation of Patrick Mahomes, it was an expensive investment and
could’ve been more successful with more media coverage & social media promotion.
Pros of campaign:
• Gained great community relations and news coverage.
• Helps to gain attention for the foundation
• Improves reputation of Mahomes
Cons of campaign:
Relatively expensive investment
Not fully using all social media platforms to promote
Lack of media captured for future advertisements and promotion of brand.
Lack of details provided
Evaluation and future directions:
For this campaign to be a success, I would say that by gaining media attention and
exposure for the foundation is a huge win. However, the larger goal of this campaign
was to make a space that was inclusive of disabled children and to give back to the
community. That goal will be met if the space is usable and fun for them.
For the future, I would suggest to 15 and the Mahomies foundation to host a large
grand-opening of the playground upon completion with the organization’s founder,
Patrick Mahomes. It would be a great media opportunity to gain publicity for both the
foundation and the football star himself. It would be smart to invite all members of the
community to the event to attend. Additionally, hosting the event will gain further media
attention and a following for both the NFL Quarterback’s foundation and the partnering
What are the main risks that Mahomes is taking with this investment?
Some of the risks could be major injury happening at the play area using the
equipment; While it would not directly be him at fault, his association will be used
against him. Another risk may be that since he is attempting to build community
relations by donating, some people may think that he is only trying to gain
publicity and reputation and that he does not actually want to be involved.
What ways could this foundation utilize social media to grow and gain funds and
attention using this event?
The foundation could use videos and photos on Instagram, IG stories, and
Twitter to document the events and campaigns in order to share with fans what
they are up to and involved in. This will also be able to show future donors what
kind of investments the foundation does.
What other events/campaigns could 15 and the Mahomies do in the future to gain
Another campaign could be hosting football camps for youth during the offseason to gain skills. This would be a lower-cost event that would be beneficial to
the community. Additionally, Mahomes could endorse a campaign to gain more
support from the NFL and their players to donate and become involved with the
Mahomies, 15 and the. “15 And the Mahomies (@15andMahomies).” Twitter, Twitter, 2
Apr. 2019, https://twitter.com/15andMahomies.
“15 And the Mahomies.” 15 And the Mahomies, 15 Oct. 2019,
“KCTV .” KCTV , 16 Oct. 2019, https://www.kctv5.com/news/local_news/patrickmahomes-partners-with-variety-children-s-charity-to-build/article_31b62c1a-f055-11e98bbb-eb9c9dbe4c66.html.
“Patrick Mahomes Beginning To Expand Endorsement Portfolio.” Sports Business Daily,
18 Jan. 2019, https://www.sportsbusinessdaily.com/Daily/Issues/2019/01/18/Marketingand-Sponsorship/Mahomes.aspx.
J480 Case Study
Content (20 points):
Summary, Overview, & Analysis – What is the topic? Who are the
stakeholders? What is most important?
Analysis of Campaign/Creative/etc. – What are the specific actions
taken by the organization? How were these carried out? What went well? What did not?
Evaluation and Future Directions – how will the plan be deemed a
Presentation and Clarity – writing quality, sentence structure, formatting,
Total (20 points):
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