Business of Sports January 21, 2010, 6:10PM EST

Pro Sports Raises Millions for Haiti

American sports businesses and stars, from the NFL and NBA to jockeys and Tiger Woods, are donating millions to help quake-stricken Haiti

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1. Sports Steps Up for Haiti

Echoing the empathy and generosity exhibited in the aftermath of Hurricane Katrina, the American sports industry has stepped up in a huge way to support relief efforts in Haiti. In 2005 sports leagues, teams, and athletes donated more than $9 million within the first 48 hours of Katrina's strike. Almost five years later, that generosity is being repeated.

The NFL didn't disappoint in its efforts to support Haiti. The 7.0 quake that devastated Port-Au-Prince came just days before one of the league's signature weekends of the season, and the NFL used its massive national platform during weekend Divisional Series playoff games by airing messages about the Red Cross's donation line and 90999 "HAITI" texting service. (By Sunday, the Red Cross texting plan had raised $7 million, mostly in $10 donationsl it will likely be a blueprint for all future fund-raising.) Additionally, donation centers were set up at all four Divisional Championship games, accompanied by in-house video board messages and PA reminders.

According to the Washington Post, the NFL also filmed a Haitian relief public-service announcement featuring several players that aired during the weekend's games. About two dozen NFL players were either born in Haiti or are first-generation children of that country, including Indianapolis Colts receiver Pierre Garcon, who won the first NFL playoff game he had ever participated in on Saturday. (Garcon's parents emigrated from Haiti.)

South Florida is expected to be a haven for Haitian refugees, and the NBA Miami Heat and Orlando Magic were quick to act. The Magic and NBA Cares have joined forces with longtime partner UNICEF to bring emergency assistance to earthquake victims. UNICEF officials estimate that half of those affected are children. In Miami, at 710 miles the closest U.S. city to Port-Au-Prince, the Heat and American Airlines Arena have launched an emergency relief drive, through Jan. 25, for bottled water, towels, clothing, and nonperishable canned goods. Fans who make a donation at arena drop-off points receive a voucher for two tickets to a Heat home game in February.

Philadelphia 76ers Center Samuel Dalembert, a Haiti native, presented UNICEF with $100,000 before the 76ers game on Friday evening, and pledged to match the amount of money donated by 76ers fans at a UNICEF stand at the Wachovia Center during the game. Meanwhile, Phoenix Suns star Steve Nash is leading the way in the sports Twitterverse, directing fans to several sites where they can donate to earthquake relief.

Major League Baseball pledged $1 million. Then, after Commissioner Bud Selig reminded owners of his 30 clubs that "we remain a social institution," the New York Yankees added 50% to that sum. The NHL has pledged $100,000, and jockeys at Santa Anita Park in Arcadia, Calif., are assisting with relief efforts by donating a portion of their mount fees and winnings from Sunday races to the American Red Cross. Even Tiger Woods may be resurfacing to help out: Rumors abound that the golfer-in-hiding may be donating $3 million to performing artist Wyclef Jean's Haiti relief group, Yele.

2. NFL Playoff Electricity, and a Shocking Baby Switch

Between the PSAs and the frequent, welcome messages urging help for Haiti during the weekend's NFL Divisional Playoff Games, CBS and Fox managed to air some fresh ads, paving the way to the Madison Avenue fiesta that is the Super Bowl. Front and center over the weekend were new ads from E*Trade (ETFC) and its famously funny talking baby. But they've pulled a switcheroo on us, sports fans—it's not the same E*Trade tot.

The first ad, called "Barbershop," features the bogus new baby singing with three of his diapered friends. The second ad, "Lottery" brings back adult pal Frank (aka the golf shankapotomus) and a lottery ticket the baby likens to Frank's retirement plan.