Sun Life is extending its "Hoops + Health" program, launched in partnership with Beyond Sport, for a second consecutive year. This initiative is aimed at assisting 45,000 young people to become more physically active by the end of 2025 through the provision of safe spaces, sports coaching, and equipment specifically in underprivileged communities.
Building on its first year, Sun Life is increasing its financial commitment from 1 million CAD to 1.5 million CAD. The program's expansion is driven by concerns about rising physical inactivity among youth, which is linked to chronic conditions such as diabetes.
The initiative focuses on leveraging basketball to enhance youth fitness and well-being across six locations: Hong Kong, Indonesia, Malaysia, the Philippines, Vietnam, and Singapore. The program targets marginalized youth, hoping to reach 31,000 more individuals this year, in addition to the 14,000 engaged in 2024.
The program involves three main components: donating sports equipment and maintaining courts, providing basketball coaching and training sessions, and organizing free basketball-related events. In Hong Kong and Vietnam, the initiative will feature partnerships with both the Basketball Association of Hong Kong, China (BAHKC) and the Saigon Heat to offer free basketball sessions to young people. In the Philippines and Indonesia, Sun Life will donate equipment to schools in lower-income areas in celebration of their respective anniversaries. Malaysia and Singapore will see various community-focused basketball activities and events unfold.
David Broom, Chief Client and Distribution Officer at Sun Life Asia, commented, "It’s amazing to see the difference the Hoops + Health program has made in helping kids and young people get active playing a sport that they love. By increasing our investment in the initiative, we want to help more young people to live healthier lives. At Sun Life, we believe that every child deserves the opportunity to grow up strong and healthy, and we’re committed to making that a reality across Asia."
Fred Turner, Executive Director at Beyond Sport, emphasized, "The Hoops + Health program exemplifies the power sport holds to provide solutions to urgent social challenges. By leveraging basketball, we are creating a platform that not only improves physical health but also fosters community engagement and personal development among youth. We are excited to see how our expanded efforts will further enrich the lives of thousands of children across the region."