Key Takeaways
- Sun Life and Beyond Sport’s Hoops + Health program impacted 42,000 young people across Asia in year two, bringing total participants to 48,000+
- Youth participation surged 250% compared to the program’s first year in 2024
- The initiative operates across six Asian markets with increased funding of $1.5 million CAD, up from $1 million
- 87% of participants report having more opportunities for physical activity through free basketball sessions
- Program trained 103% more coaches while providing 17,700 youth with upgraded basketball equipment
Scaling Impact Across Six Asian Markets
Sun Life’s Hoops + Health program completed its second year with significant expansion across Hong Kong, Indonesia, Malaysia, the Philippines, Vietnam, and Singapore. The initiative, launched in September 2023 in partnership with Beyond Sport, focuses specifically on combating rising youth physical inactivity through basketball programming.
The program’s growth reflects targeted investment in community-level initiatives tailored to each market. Sun Life increased its financial commitment by 50%, bringing total funding to $1.5 million CAD for the second year.
Measuring Community-Level Results
The program’s impact extends beyond participation numbers. Among coaches who completed Hoops + Health workshops, 94% believe the skills they learned will positively affect the youth they support. This coaching development component saw 103% growth in the number of trained coaches compared to the previous year.
“When I first joined the Hoops + Health program, I was just looking for a place to play basketball, but it has turned out to be so much more,” said Shanelle Lim, a Singapore participant who now works as an intern coach. “The program helped me improve my skills on the court, and also taught me about health, teamwork, and self-confidence.”
The equipment distribution component provided 17,700 young people with access to higher-quality basketball gear, addressing resource barriers in underserved communities.
Strategic Focus on Physical Activity Access
Sun Life’s approach targets three specific areas: improving access to physical activity in underprivileged areas, deepening community engagement through events and workshops, and providing regular free basketball sessions to inspire active lifestyles.
The 87% of participants who report increased physical activity opportunities represents measurable progress against the program’s core objective of addressing youth inactivity across the region.
Forward Thinking…
The program’s 250% participation increase demonstrates scalable demand for structured youth sports programming in Asian markets. With proven community impact metrics and expanded coaching infrastructure, the initiative provides a model for corporate-foundation partnerships targeting youth physical activity.
David Broom, Chief Client and Distribution Officer at Sun Life Asia, emphasized the program’s community development aspect: “Hearing stories from people who have been part of the program and are now giving back to others in the community shows the true impact of what we are doing.”
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via: PR Newswire
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