What is a Cause Athlete?

An athlete who plays the biggest game of all: society. I coined the term for elite athletes who aim fame at a cause and get their fans to follow. Serena Williams backs 60 social enterprises through Serena Ventures. Novak Djokovic puts his foundation into early education. Lewis Hamilton drives racial equality and animal rights. Shaquille O'Neal gives away a serious share of his fortune. And Cristiano Ronaldo is the first billion-fan Cause Athlete: when he acts, millions follow. Reach without purpose is a highlight reel. Reach with purpose is a movement. Most sports marketing departments still cannot tell the difference.