Win, serve, entertain: Tennessee Titans Foundation’s Johari Matthews on the ROI of giving back

Giving back to the community you call home goes beyond a PR effort to impact how employees connect your organization’s sense of purpose back to their values.

But when you’re in the public eye for millions of people every Sunday afternoon, how you serve your community is a little more magnified.

Johari Matthews, vice president and executive director of ONE Community and the Titans Foundation for the Tennessee Titans, opened Ragan’s Employee Experience Conference in Nashville by explaining her organization’s work in Middle Tennessee, how employees engage with the wider community, and more.

The Titans give back to Nashville

Johari Matthews, Executive Director, ONE Community and Tennessee Titans Foundation

It’s an exciting time to be in Nashville. The city is growing at a breakneck clip, and in conjunction with that growth, the Tennessee Titans are building a brand-new, state-of-the-art football stadium set to open in 2027 and worthy of hosting big events like the Super Bowl. On the heels of the new stadium announcement, the Titans launched ONE Community, a program that partners with Tennessee State University to provide opportunities in some of the most underserved parts of the Nashville area.

“This new stadium has a high price tag, and with that in mind, we wanted to be sure that we’re a true partner in the community,” Matthews said. “We want to walk alongside our fans.”

In conjunction with the Tennessee Titans Foundation, which was founded upon the team’s move to the Volunteer State in the late 1990s, ONE Community aims to reach Nashville communities in an impactful way through service and financial support.

“About two years ago, we took a look at how we could streamline what we’re doing for the community,” Matthews said about the ONE Community program. “We do everything from charitable giving to volunteer events and showing up authentically for the Nashville community.”

More team players than just those on the field

Sports teams are a great source of community pride that entire cities can rally around and relate to. As such, the players on the team can increase morale in a city when they decide to volunteer their time and resources.

However, Matthews said that community involvement from the Titans organization goes far beyond the players on the roster or the coaching staff. By involving employees of all backgrounds and job functions in charitable efforts, the team can increase its ability to give back.

“How are we able to connect our mission with our entire staff in a way that they believe in it?” she asks.

Matthews then alluded to a mantra that guides the Titans’ holistic ethos — win, serve, entertain.

“You can win games on the field, you can entertain people with the product, and serve the neighborhoods of your community to help them truly thrive,” she said.

Matthews also discussed Nashville’s rapid growth as a factor in the success of involving staffers in the team’s charity works. As such, many new residents of the city are transplants, as are team employees. Volunteering through ONE Community offers Titans staff a chance to bond with their new home city.

“They’re learning more about the needs of the city, and it gives them another perspective on how they can show up every day in their jobs,” Matthews said.

Impacts on the business and the brand

The Titans always want to put a winning team on the field, but there are more ways to rack up wins than just on the scoreboard. Community engagement

“For any organization, social responsibility is huge for your brand because it sets you apart from the competition,” Matthews said. “We’re in a city with four other pro teams and 31 other NFL teams we’re competing against. We want to be seen as champions in our space but also champions of showing up in the community.”

Working in the community can look different depending on the colleague and the opportunity. For instance, there will be charity events that the players take part in, but also opportunities for staffers who might work on the business side to mentor local students.

“When we do things that represent us in the community, we can generate new fans and a better reputation,” said Matthews.

“It also creates a great environment that increases culture and retention,” she added, sharing that the Titans maintained an 80% retention rate from 2021-24, thanks in no small part to employee engagement through these community programs.

Matthews closed her talk by suggesting that employees at organizations that don’t have ERGs get vocal about starting them, as they serve as the genesis of many great volunteer opportunities.

“It all starts with your team,” she said. “Once you get it rolling, it’s contagious.”

Sean Devlin is an editor at Ragan Communications. In his spare time he enjoys Philly sports and hosting trivia.