Sun Life and Beyond Sport boost investment to help youngsters get active

Sun Life has teamed up with global sport for social change foundation Beyond Sport to extend its “Hoops + Health” philanthropy programme for the second year, investing more into helping 45,000 young people get active by the end of 2025 by providing safe spaces, coaching programmes and equipment in underprivileged communities.

Building on the success of the first year of the programme, Sun Life will increase its investment from HK$5 million to HK$8 million (CA$1million to CA$1.5million), underscoring its commitment to combating rising youth physical inactivity, which is a significant risk factor for chronic conditions such as diabetes. Given the concerning rise in diabetes among young people, helping people to get active and keep fit will be critical.

The Hoops + Health programme uses the power of basketball to help children stay fit and feel strong, both physically and mentally. It reaches young people across six locations - Hong Kong, Indonesia, Malaysia, the Philippines, Vietnam and Singapore – particularly focusing on marginalised youth. This second year of the program aims to reach 31,000 people, building on the 14,000 reached in 2024.

After breathing new life into five basketball courts and hosting a series of community events last year, Sun Life is gearing up to do even more in 2025, focusing on three key areas: equipment donations and court maintenance; basketball coaching and training workshops; and free basketball events and activities.

As part of the Hoops+Health programme, Sun Life is expanding its existing partnerships with the Basketball Association of Hong Kong, China (BAHKC) and the Saigon Heat, to deliver free youth basketball sessions in Hong Kong and Vietnam.

In the Philippines and Indonesia, Sun Life is making basketball equipment donations to schools in low-income areas to encourage children to be more active in celebration of their 130th and 30th anniversaries respectively. While in Malaysia and Singapore, basketball activities and events for many community groups, particularly focused on young players and coaches.

David Broom, chief client and distribution officer at Sun Life Asia, said, "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, said, "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."

MARKETING-INTERACTIVE has reached out to Sun Life for more information.

Don't miss: Sun Life inspires HKers to plan for retirement early with reward giveaway

Back in February, Sun Life distributed 30,000 gifts to Hongkongers as part of its latest campaign to encourage the locals and mainland Chinese visitors to plan for retirement early.  

Also known as “360 Worry-free retirement”, the campaign ran every Tuesday from 25 February to 25 March 2025, along with the launch of a comprehensive retirement planning solution. 

The campaign was also built on the results of a recent Sun Life survey called "Retirement Reimagined: facing the future with confidence", which showed that many Hongkongers lack understanding and action when it comes to retirement planning.  

Join us this coming 17 June for #Content360 Hong Kong, an insightful one-day event centered around responsible AI, creativity VS influencers, Xiaohongshu and more. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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