• by Steve McClellan  @mp_mcclellan, April 22, 2013

Time Warner Cable has launched a new segment of its $100 million public service campaign to promote learning in the fields of science, technology, engineering and math to students. It’s called STEM in Sports and will highlight the roles those subjects in sports as a way of fostering their appeal to young people.

Time Warner Cable kicked off its broader campaign, called Connect A Million Minds, in 2009 in response to the Obama Administration’s initiative to boost education and job creation efforts in the science, technology, engineering and math sectors. The cable company said it would spend $100 million over five years on the campaign.

The company has recruited a number of sports celebrities to participate in the STEM in Sports campaign, including pro football player Victor Cruz, golfer Ian Poulter, and auto racing stars Kasey Kahne and Jeff Gordon. They will appear in PSAs explaining how science and technology are critical to their sports.

Time Warner Cable will also hold STEM In Sports trivia contests in which Cruz, through his @TeamVic Twitter handle, will ask fun sport questions related to STEM.

"Time Warner Cable applauds President Obama for his Educate to Innovate initiative, which raises awareness of STEM as vital to the country's continued economic growth," stated Glenn Britt, Chairman and CEO of Time Warner Cable. "More than 50% of the fastest-growing occupations in this country require math or science skills.”

The Time Warner Cable campaign, added Britt, “is inspiring young people to become interested in these important subject areas, and our STEM in Sports campaign will broaden the appeal of this initiative even further."

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