$3.5M Raised Through Digital Marketing and Media Sports Programs: Marcus Graham Project

Once upon a time, my casual glance through LinkedIn, landed me on an opportunity I never knew existed. An opportunity so great that I had only always envisioned and hoped for; until that moment I was exposed to it. The Marcus Graham Project (MGP)- the ‘sweet spot’ between sports, media, and impact. Larry Yarrell, Co-founder of The Marcus Graham Project, posted an opportunity online for early careerists with a diverse background, from underrepresented communities, who are interested in sports, media, and marketing. The interest I had to the opportunity and the brief interaction I had with Mr. Yarrell reassured me that The MGP program was an opportunity worth pursuing. An opportunity like that meant exchanging ideas in an innovative, thought-provoking set-up. ‘The Marcus Graham Project’s iCR8™ programs are designed to provide diverse aspirants in the field of marketing and media, including advertising, PR & social media with the exposure and experience necessary to solidify careers within the industry.’ Through The Marcus Graham Project, I had the opportunity to work with an NBA member team, a digital sports platform company, a consumer brand, and a foundation, while being led by skilled, empathic, and excellent executives and MGP alumni. 

“The Marcus Graham Project (MGP) is the way. It is an opportunity, it is a chance for you to really showcase who you are, what you want to be, and jumpstart that career you’ve envisioned.” These words from Jason Garrett, my project coach, MGP alum and consultant, encapsulate the essence of the Marcus Graham Project. As he reflected on the MGP partnership with the Cleveland Cavaliers, his words echoed the organization’s mission:

“By investing in the exposure, training, and mentorship of the next generation of talent, we aim to develop the leaders who will shape the future of the media and marketing industry.”

Since its inception, MGP has raised an impressive $3.5 million to support its digital marketing, advertising and media programs. MGP executive team was able to identify a significant talent and skills gap in digital marketing and media in the United States of America. According to, Salesforce: Global Digital Skills Index, the data shows that 76% of workers do not feel prepared for working in a digital skills divide world. MGP strategically links workers to digital, social, and professional adaptability programs, in the midst of the growing global demand for digital skills. 

Their model identifies entry-level and advanced digital skills that professionals should consider in a ‘digital-first’ world, in order to thrive in virtual and/or hybrid settings. MGP serves a bigger purpose; a purpose to prepare the future workforce in the midst of rapid artificial intelligence (AI) advancements. A future workforce that includes individuals in marginalized communities, who bear the brunt of this divide. A unique model that serves as a global trailblazer for 1. Identifying a skills gap, 2. Partnering with purpose-driven, diverse organizations, to tackle the skills gap, and 3. Bringing together the most diverse passionate individuals to drive the mission forward. 

The organization’s influence has been amplified by features in prestigious outlets such as NBA.com, CNN, Forbes, USA Today, AdWeek, News 5, MarketDive, and many more. These platforms not only spotlight MGP’s achievements but also amplify the stories of its alumni, who have gone on to lead in media, advertising, and beyond.

Through its work, MGP has proven its ability to transform potential into performance, equipping emerging talent with the tools, exposure, and networks they need to thrive. This success is rooted in its commitment to sustainability—financial, social, and cultural.

My Journey with the Marcus Graham Project
In the summer of 2024, I had the privilege of experiencing MGP’s impact firsthand. Despite coming from a non-traditional, non-sports background, I was welcomed into a dynamic ecosystem that partnered with top-tier organizations such as the Washington Wizards, Fanatics, Marcus Graham Project, Hennessy, and Monumental Sports and Entertainment Foundation. Working alongside these industry giants through MGP’s initiatives was nothing short of transformational.

I was given the platform to work in a team to think outside of the box about sports, media, and impact. The project for the week and the executives of the companies that coached us had an interest in collaboration and impact. The project focused our attention on thinking through how best the organizations can serve and celebrate the communities they interact with on a daily basis, through its collaborations and already existing programs.  

One hallmark of MGP is its immersive workshops. Imagine being accepted to a week-long Washington Wizards program in the heart of Washington DC. From day one, you’re surrounded by brilliant peers, guided by industry experts, and challenged to think outside the box. Over the week, you’d network with professionals, participate in team projects, tour corporate facilities, attend a live sports event and, in my case, attend the 2024 Draft evening where the Washington Wizards had the second pick. Lastly, deliver a final presentation to industry executives and your peers. I had the opportunity to propose creative ways for differently-abled bodies to enjoy the full fan experience during sports games. I was mind blown by the opportunity to represent underrepresented communities in the context of sports, media and entertainment. All thanks to the Marcus Graham Project.  

This isn’t just an experience—it’s an accelerator. The value lies not only in the skills you develop but also in the relationships you build. The involvement of alums and professionals who “pour back” into the program ensures its longevity and relevance.

My View: The Pillars of Sustainability at MGP
MGP’s sustainability strategy is multifaceted:

• Financial Sustainability: MGP leverages partnerships with sponsors like speakers, food, entertainment, and merchandise brands to help keep program costs low for participants.

According to the U.S. Agency for International Developments’ Four Pillars of Financial Sustainability, Patricia León states that strategic planning is the mechanism to help clarify an organization’s mission and objectives as well as prioritize the actions needed to accomplish them. Indicating that one, important, pillar of financial sustainability includes financial and strategic planning. MGP prioritizes this pillar in an innovative way; long-term partnerships. 

• Social Sustainability: MGP creates communication and relationship-building opportunities with decision makers, professionals and alums. MGP ensures participants leave with a robust professional network that can positively impact their lives.

The United Nations Global Compact suggests that the quality of a company’s relationships and engagement with its stakeholders is critical. When companies seek out opportunities to prioritize stakeholders part of the value chain, they would improve the lives of individuals who interact with their brands daily. MGP drives this social sustainability by providing stakeholders with the opportunity to interact with decision makers and business leaders. Individuals who are in positions to change millions of lives in the context of their role. 

• Cultural Sustainability: MGP maintains a vibrant alumni network through mentorship, group chats, and social media engagement, fostering a sense of community that extends beyond the program itself.

Cultural sustainability requires a preservation of one’s diverse culture (Turner 2020). I believe that for something to be preserved in a new context, it has to be embraced and appreciated. The best opportunities to embrace and appreciate cultural diversity is through interacting with, and working with diverse individuals. The MGP programs are designed to bring people together with a common goal. 

I had an amazing team. We called ourselves the ‘Dream Team.’ From different cities, with different backgrounds, and different personalities, we all had a common goal: Thinking Outside The Box. 

At its core, the Marcus Graham Project addresses a critical challenge: bridging the digital skills divide that affects BIPOC communities. ‘76% of Blacks and 62% of Hispanics could get shut out or be under-prepared for 86% of jobs in the US by 2045’, Source:  Deutsche Bank Study: America’s Racial Gap & Big Tech’s Closing Window, 2020. This challenge trickles into other aspects like the lack of diverse ideas and innovations in marketing, media, and advertising. 

Marcus Graham Project exposes minority early careerists to the digital marketing, advertising and media industry. Through partnering with major brands, MGP facilitates experiential learning programs that connect participants to recruiters and industry professionals who later can become mentors and champions to early careerists. The experiential learning, week-long programs are then platforms to identify individuals to attend the 3 month long boot camps where participants can explore roles like: Brand Management, Project Management, Copywriter, Art Direction/Design, Video/Content Production, Brand Strategy, and Social Media Strategy. 

An example of a success story is Rashad (ShadSpits) Simpson. Rashad was a participant in the Marcus Graham Project iCR8, experiential learning program. One of the program partners was the Washington Wizards. Currently, Rashad works with the Washington Wizards in the digital marketing and media division, where he also gained experience in content creation, editing, video production, and photography. His work and art has included big names like Angel Reese, WNBA, Jordan Poole, and many others. 

The Marcus Graham Project is more than a program—it’s a movement. It’s a testament to the power of mentorship, community, and opportunity. For those fortunate enough to join this tribe, the journey doesn’t end with the workshop—it’s just the beginning.

$3.5M could have not been possible without the work being rooted in purpose. Purpose to represent underrepresented communities, and purpose to solve the challenge with partnerships and programs. 

Global Impact Reflection Questions

1. How would you describe sustainability in the sports, media and entertainment industry of your country?
2. What would an experiential learning experience need to incorporate for you to reach your learning goals?
3. If you had the opportunity to develop your own program for early careerists, what would you do and who would you partner with?

Your ideas, thoughts, and purpose are valid. Let’s talk. Send your responses to zmtshontshi@proprofessionals.org