- Award Entered:
Sport Federation or Governing Body of the Year
- Parent Organisation:
National Basketball Association
- Project Host Nation:
- Overview of Project:
The NBA is committed to demonstrating leadership in social responsibility. NBA Cares continues to use the game of basketball as a tool for positive social change. Thanks to basketball’s global appeal, the NBA bridges social gaps to support the Millennium Development Goals, teaches the values of sport, and capitalizes on the natural connection of sport to health and wellness. The league and its teams and players, in partnership with internationally-recognized, youth-serving organizations, have been involved in addressing a number of social issues, including Malaria and HIV/AIDS, environmental protection, childhood obesity and education. The league and its players and teams have generated awareness and funds in addressing these social issues through grassroots events, PSAs, campaigns and in-arena activities and promotions. Two of the league’s initiatives, NBA Green and NBA FIT, use the game of basketball to discuss environmental protection and healthy living practices, respectively, with fans of all ages. Additionally, NBA Cares has promoted a love of reading and access to technology in schools worldwide. These activities include reading events with players and creating safe places to learn in schools and community centers with Reading & Learning Centers. The NBA’s tremendous marketing and media reach allows the league and its teams and players to raise awareness about these issues and showcase the work of the league’s terrific community partners.
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