International Softball Federation forms link with JHG Inc. to develop BackSoftball Campaign social media strategy

Interactive marketing firm will provide strategic social media leadership and give a voice to more than 8.4 million participants worldwideDon Porter: “JHG has a tremendous understanding of new technologies and a passion for sport”

Beijing, China(RUSHPRNEWS) 14th August 2008– The International Softball Federation has joined forces with interactive, marketing, and public relations agency JHG Inc. to support the BackSoftball campaign to get the sport back into the Olympics in 2016.There are more than 8.4 million active softball participants worldwide and along with providing strategic media counsel and optimizing the ISF website, JHG has already created a donation portal at to allow softball fans to show their support and strengthen the organization’s presence.

The aim is for softball to return to the 2016 Olympic Games programme after missing out by the narrowest of margins (only one vote) for the London 2012 programme at the 2005 Session of the International Olympic Committee.

ISF President Don Porter said, “We are excited to be working with JHG on this project. The people there have a tremendous understanding of new technologies and a passion for the sport. Together, we believe they can help us achieve our mission of reinstating softball on the Olympic program for 2016.”

JHG’s chief strategy officer, Elizabeth Estes-Cooper, added, “Despite the current global momentum and excitement of the Beijing 2008 Olympics, many softball fans around the world are disappointed that this may be softball’s last appearance in the Summer Olympics.

“However, our partnership with the International Softball Federation will help the organization create and utilize an effective social media strategy to show the IOC – and the world – that softball is an immensely popular and expanding sport that has global appeal and deserves to have a place in the 2016 Olympic Games.”

JHG believes that social media is the best way for the ISF to amass an international community and voice its strength and support so that the IOC reinstates softball back onto the Olympic programme.

The 300,000+ tickets for all softball games in the Beijing 2008 Olympic Games sold out earlier this year, further underlining the strength of the global BackSoftball campaign led by Mr. Porter.

Further information is available in the OTHER DOCUMENTS section of


About the ISF and BackSoftball

The ISF is the world governing body of the sport as recognized by the International Olympic Committee and the General Association of International Sports Federations (GAISF). Softball (women’s fast pitch) made its Olympic debut at the 1996 Games in Atlanta. There are 131 affiliated countries in the ISF and millions of participants in the sport worldwide.

The ISF’s BackSoftball campaign is working toward the vote for the 2016 Games programme, which will be held at the IOC Session in Copenhagen, Denmark, in October 2009.

About JHG Inc.

San Diego, California-based JHG is a collection of integrated marketing groups that empower client companies in sports and entertainment, technology, lifestyle, and wellness to take full advantage of new techniques to engage audiences and drive results. JHG combines traditional communications with new technologies, such as interactive, mobile, digital public relations, and other Web-based services, to create breakthrough marketing programs. Each of the three groups offer focused expertise or serve the needs of specific industries: JHG Townsend PR & Branding, JHG Interactive & Mobile, and JHG Sports & Entertainment. JHG clients include Qualcomm, MediaFLO USA and MediaFLO Technologies, National University System, Rogers Communications, Toshiba America Electronic Components, Inc., Vidacare, Continuous Computing, Sequoia Communications, Covario, Tessera Technologies, and many more.

This latest addition to JHG’s portfolio of clients reaffirms the agency’s continued leadership and commitment to blending sports and entertainment strategic marketing with new technologies. JHG utilizes interactive technologies like web, mobile, streaming media, IPTV, search, social networking, and more to offer companies new marketing opportunities, new ways to reach their target audience, and new ways to distribute content.

For more information contact:

ISF Director of Communications Bruce Wawrzyniak at or Beijing Mobile +86.136 8157 0417


Back Softball Media Relations Director Laura Walden at or Beijing Mobile +86.136 8157 6445


JHG Townsend Media Relations Officer Lori Scribner at or +1 858 457 4888

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