The National Basketball Association formalized its giving over the past four years through a new $300 million grantmaking arm.
Keywanda Ashley, right, and Naomy Seiry Arzu Cruz show off their high school equivalency diplomas during a graduation ceremony for the Youth Empowerment Project , a New Orleans-based non-profit organization which received money from the NBA Foundation program in New Orleans, Thursday, June 27, 2024. – A classic summertime scene unfolded at a nonprofit's newest site. The girls' team was winning a lively indoor kickball game among young campers. Air conditioning blared.
Critics note, however, that the figure makes up a fraction of the NBA's revenue, which now tops more than $10 billion per season. And, the league'sNew Orleans City Councilman Oliver Thomas said communities should expect investment from teams that often build stadiums with public tax dollars. He added it’s especially necessary they invest in “disparaged” areas that don’t typically get attention from professional sports.
The NBA Foundation has always welcomed the New Orleans Pelicans' recommendations, according to Senior Director of Social Unification/Youth Sports Development Elicia Broussard Sheridan.Boys Town Louisiana leaders praised the foundation for its “personable” approach. Grantmakers typically require a quantitative report with evidence of the nonprofit’s impact.
The investments could make a particularly big impact in small markets like New Orleans — a tourist destination marked by the low-wage service workers who power its jazz clubs, Creole cuisine and raucous festivals, and not titans of wealth-generating industries. The NBA Foundation has donated over $5 million to 18 New Orleans-area grantees, according to Sheridan. The vast majority has gone to solely local groups, with about one-fifth given to chapters of national organizations.
Among them is Ke’Daryl Sentmore, a 17-year-old New Orleans East resident who recently earned his high school diploma. He holds two internships through YEP — one rebuilding houses and another stocking donations at food and clothing pantries. Customer engagement lessons have also piqued his interest in retail.
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