Few things can connect people like a cup of coffee. Look no further than the partnership between the San Francisco Bay Area’s Golden State Warriors and Peet’s Coffee, who have teamed up to create a custom blend which gives a portion of sales back to the community through the Warriors’ nonprofit, The Warriors Community Foundation.
“Our partnership with Peet’s Coffee has always underscored the importance of social responsibility and impact, and the way we’ve connected their coffee offerings to create and support local non-profits is special,” said Brandon Schneider, chief revenue officer for the Warriors.
The Warriors Community Foundation has surpassed $10 million in grant donations since its inception in 2012. Its goals include striving for educational equity in the Bay Area, refurbishing basketball courts to encourage safe and clean play among children from low-income families and spreading the joy of basketball by offering free tickets to Warriors games through local schools and nonprofits.
A community “pick-me-up”
For its partnership with Peet’s, the Warriors created a custom dark roast blend called “Warriors Grounds” as a tribute to the Bay Area community. The coffee company donates 5 percent of the proceeds from each sale (up to $10,000) to the Warriors’ Hoops for Kids program.
“Whether you’re looking for your afternoon pick-me-up cup or starting your morning with your go-to coffee beverage, imagine having your coffee handed to you by your favorite Warriors player and having a moment to talk to them about the NBA season or your favorite Warriors basketball memory,” Schneider said.
The Warriors have also held “barista events,” in which players serve coffee at Peet’s to connect with their community face to face.
“It’s through this partnership, and more specifically, through the barista events, that we’re able to create a sense of community engagement through a simple gesture and a cup of coffee.”
Working as a team to make a positive difference
Another way the team has engaged with fans while giving back is through “Warriors Wednesdays,” giving fans who sport Warriors gear at Peet’s on Wednesdays a discount on their coffee.
“Other times, we’d surprise Peet’s Coffee customers with Warriors players visiting the shop’s locations, offering fans a chance to interact with their favorite Warriors players, allowing our players a fun and engaging way to interact with Dub Nation,” Schneider added.
When the Warriors need a jolt in the morning or before a game, they turn to their partner coffee shop. This applies to both the players and staff, Schneider noted.
“Our staff is headed toward our fifth-consecutive postseason run, and every step of the way, Peet’s Coffee has been the choice beverage to fuel our staff,” he said, adding that the coffee is served in the team’s Oakland and San Francisco offices.
The Warriors believe their partnership with the chain offers a wide range of benefits.
“The way we’ve connected their coffee offerings to create and support local non-profits is special,” said Schneider.
