Philadelphia 76ers’ Assists for Safe Communities: A Blueprint for NBA-Driven Social Impact
Every time Tyrese Maxey threads a pass to Joel Embiid, or Tobias Harris finds Kelly Oubre Jr. cutting to the basket, more than just points are being scored. Thanks to the Philadelphia 76ers’ “Assists for Safe Communities” initiative, each assist translates to $76 donated to local organizations working to uplift the city’s youth. But this isn’t just a feel-good PR campaign; it’s a potentially disruptive model for how professional sports teams can directly address systemic challenges and build lasting community ties – and it’s one that could see a significant expansion in the coming years.
Beyond the Box Score: The Growing Trend of Performance-Based Philanthropy
The Sixers’ initiative taps into a growing trend: performance-based philanthropy. Traditionally, sports teams have engaged in charitable giving through direct donations or foundation work. While valuable, these efforts often lack a direct connection to the team’s on-court success. “Assists for Safe Communities” cleverly links the two, creating a virtuous cycle where player performance directly fuels positive social change. This model, while still nascent, is gaining traction as teams seek more innovative ways to demonstrate commitment to their communities. We’re seeing similar, albeit smaller-scale, initiatives emerge in other leagues, suggesting a shift towards more integrated and impactful giving strategies.
Six Organizations, Amplified Impact: A Closer Look at the 2025-26 Partners
For the 2025-26 season, the Sixers are expanding their reach, partnering with six new organizations: Ordinarie Heroes, Free All Minds Academy, The Apologues, Open Door Abuse Awareness Prevention, Design FC, and Level Up Philly. These groups represent a diverse range of focuses, from youth mentorship and arts education to abuse prevention and design thinking. Last season, the initiative raised $144,476, directly benefiting organizations like Shoot Basketballs Not People, which used the funds to provide uniforms for over 1,500 young basketball players. The Young Chances Foundation, another recipient, was able to expand its summer camp, fund a trip to Puerto Rico, and bolster its mentorship programs – a testament to the tangible impact of these funds.
The selection of these organizations isn’t random. The Sixers are strategically focusing on groups addressing critical needs within Philadelphia, particularly those impacting underserved communities. This targeted approach maximizes the impact of the donations and aligns with the team’s broader commitment to social responsibility.
The “Coolest Basketball Player Ever” Effect: Player Engagement as a Catalyst
The impact extends beyond financial contributions. The involvement of Sixers players, like Adem Bona’s “Freedom Ride” with the Young Chances Foundation, creates a powerful connection between the team and the community. As Bona discovered, a simple visit can have a profound effect on young people. The anecdote about being dubbed the “coolest basketball player ever” highlights the aspirational power of athletes and the importance of face-to-face interaction. This personal connection fosters a sense of ownership and pride within the community, strengthening the bond between the team and its fans.
This level of player engagement is crucial. It’s not enough for teams to simply write checks; players need to actively participate and demonstrate a genuine commitment to the causes they support. This authenticity resonates with fans and builds trust, enhancing the team’s reputation and strengthening its brand.
Data-Driven Giving: Measuring Social Return on Investment
The Sixers’ initiative also presents an opportunity to explore data-driven philanthropy. By tracking the impact of the donations – for example, measuring the number of youth served, improvements in academic performance, or reductions in crime rates – the team can demonstrate the social return on investment (SROI) of its program. This data can then be used to refine the initiative, optimize resource allocation, and attract additional funding.
Organizations like Social Value UK are leading the way in developing SROI methodologies. Adopting similar frameworks could allow the Sixers – and other teams – to quantify the positive impact of their philanthropic efforts and build a stronger case for continued investment.
Looking Ahead: Scaling the Model and Expanding the Impact
The success of “Assists for Safe Communities” suggests a scalable model for other NBA teams – and potentially leagues across all sports. Imagine the collective impact if every team adopted a similar performance-based giving initiative. The potential for positive social change is enormous. However, scaling the model will require careful planning and execution. Teams will need to identify local organizations aligned with their values, establish clear metrics for measuring impact, and actively engage their players in the process.
Furthermore, the Sixers could explore expanding the initiative beyond assists. Points scored, rebounds grabbed, or even defensive stops could all be tied to charitable donations, creating a more comprehensive and impactful program. The possibilities are endless.
The Philadelphia 76ers are demonstrating that professional sports can be a powerful force for good. By linking on-court success to off-court impact, they’re not only making a difference in their community but also setting a new standard for corporate social responsibility in the sports industry. What will it take for other teams to follow suit and unlock the full potential of performance-based philanthropy?
