Sun Life, in collaboration with Beyond Sport, has reported significant progress in its Hoops + Health program, an initiative designed to address youth physical inactivity in Asia.
Now in its second year, the program has reached over 48,000 young people across six markets:
Launched in September 2023, Hoops + Health uses basketball as a platform to promote healthier lifestyles among youth.
The initiative has seen a marked increase in participation, with 42,000 individuals engaged in the most recent year – representing a 250% rise in youth involvement compared to the previous year.
The program’s strategy centres on providing free basketball sessions and distributing equipment to underserved communities.
In its latest phase, Hoops + Health supplied 17,700 young participants with improved basketball equipment.
Survey results show that 87% of youth involved now feel they have greater access to physical activity opportunities.
Coach development is another focal point. The number of coaches trained through the program more than doubled, increasing by 103%.
Among those who attended the workshops, 94% indicated that the training would have a positive impact on the youth they mentor.
Sun Life increased its financial commitment to the program this year, raising its investment from CA$1 million to CA$1.5 million.
The additional funding is allocated to expanding access to physical activity, deepening engagement with local communities and Sun Life employees, and offering regular, no-cost basketball sessions for young people.
Participants have reported benefits that extend beyond physical health.
Shanelle Lim, a program participant from Singapore, shared her experience.
“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. The program helped me improve my skills on the court and also taught me about health, teamwork, and self-confidence. I’m now interning as a coach, and I couldn’t be more excited to give back by sharing what I’ve learned through the program and passing on the power of basketball to others in my community,” she said.
David Broom, chief client and distribution officer at Sun Life Asia, noted that the growth of Hoops + Health in its second year has been significant.
“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 and how much the program means to the participants. At Sun Life, we remain committed to helping people live healthier lives by investing in communities, removing barriers, and empowering the next generation to get active,” he said.
Fred Fikouhi-Turner, executive director at Beyond Sport, commented that the increase in youth participation during the second year of Hoops + Health has been encouraging.
“Through expanded youth programming, inclusive festivals and educational training adapted to each region, the program is reaching even more communities across Asia through the joy of sport. Beyond Sport is pleased to partner with Sun Life to use basketball to provide vital health and wellness skills that will last a lifetime,” he said.
