Partnering with the Panthers
Broward County Library
Innovation Synopsis
Broward County Library (BCL) developed an innovative and highly successful partnership with the Florida Panthers National Hockey League (NHL) team to expand educational outreach and literacy initiatives to a diverse, non-traditional library audience. This collaboration is a model for using the excitement of professional sports to promote reading and library usage. Key efforts include the popular Florida Panthers library card design, the team's involvement in the library's Summer Learning Program, and their support of the Books ’n’ Bears holiday literacy event for economically challenged children. The partnership elevates the library's visibility, drives new library card registrations (distributing 15,000 Panthers-branded cards in 2024), and has provided over $65,000 in grant funding from the Florida Panthers Foundation for educational programming.
Challenge/Opportunity
The library sought an innovative approach to expand its reach beyond traditional avenues, connect with new demographic segments (specifically local sports fans), and make literacy initiatives more engaging and accessible. The key opportunity was to leverage the immense public visibility and community goodwill of a major professional sports team, the Florida Panthers, as a surprising and powerful advocate for reading. The international publicity of the Panther's winning the 2025 national championship Stanley Cup. This partnership directly addresses the challenge of positioning the library as a 21st century dynamic community hub for all residents, including those who may not typically see the library and hockey as a "natural fit." The goal was to demonstrate that a powerful corporate partnership could yield mutually beneficial results, promoting both reading and community connection.
Key Elements of Innovation
The innovation lies in the synergistic use of high-profile team assets to drive educational engagement and promote library literacy programs. The co-branded Florida Panthers library card, launched in December 2023, transformed a utility item into a coveted piece of fan memorabilia and a public symbol of the partnership. Throughout 2024, the team promoted the card at NHL games, directly pairing the excitement of sports with the value of a library card and facilitating on-site registration by library staff. Furthermore, the partnership integrated the team's players and branding into core literacy programs: the Florida Panthers Summer Reading Tour brought Panthers’ players and staff to library branches to read aloud, give away books/prizes, and engage with fans. Their support for the Books ’n’ Bears program expanded its reach, bringing stories and free books to children in need.
Achieved Outcomes
The partnership has delivered exceptional, quantifiable outcomes in funding, reach, and recognition. The Florida Panthers Foundation's generosity has provided $65,000 in grant funding for BCL programs since the partnership began. The Panthers-branded library card was the library's most successful design, with an initial order of 15,000 cards distributed in 2024, requiring an order for 10,000 more. This initiative successfully brought the library directly to a new audience of sports fans, making card registration an exciting, event-based experience. The success was formally recognized when BCL successfully nominated the Florida Panthers Foundation for the 2025 Florida Library Association's Outstanding Library Business/Media Partner Award, underscoring the strength, impact, and model-worthy status of the collaboration.
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