HERSHEY to become the official chocolate of the NBA in Canada. The partnership launched with grassroots initiative to grow youth basketball participation and improve access to the game across the country.

TORONTO, May 11, 2021 – The National Basketball Association (NBA) and HERSHEY Canada Inc. today announced a multiyear partnership that makes HERSHEY a marketing partner as the Official Chocolate of the NBA in Canada.

As part of today’s announcement, the NBA, HERSHEY and BGC Canada (formerly Boys & Girls Club of Canada) officially unveiled “Sweeter Together,” a three-year community-driven initiative to grow basketball participation among young athletes, invest in new basketball infrastructure and improve access to the game nationwide.

As part of Sweeter Together, HERSHEY will donate a minimum of $300,000 CAD this year to support basketball initiatives in Canada with its “Buy A Bar, Build A Court” retail program incorporating iconic HERSHEY brands REESE’S, HERSHEY’S and OH HENRY!.

The Buy A Bar, Build A Court program will tip-off with HERSHEY and the NBA refurbishing two basketball courts, one at a BGC in Scarborough, ON, and a second at a BGC in Burnaby, BC. The courts will be re-imagined through custom designs from two artists, Scarborough’s Jacquie Comrie and Vancouver-based design studio Chairman Ting, leaving a meaningful impression on the community for years to come.

HERSHEY and the NBA will also provide new backboards, equipment, and hundreds of basketball kits to dozens of BGC clubs across the country, furthering accessibility to the game of basketball.

“The NBA is looking forward to partnering with HERSHEY Canada and BGC Canada to make the game more accessible to young Canadians coast to coast,” shared Leah MacNab, NBA Canada Managing Director. “The grassroots investment is essential to the healthy growth of the game and the communities where the game lives.”

“HERSHEY Canada is excited to partner with the NBA and BGC Canada to create more moments of goodness by investing in grassroot basketball initiatives across the country to help make this sport as easy and fun to play as our bars are to eat,” remarked Sam Chehabeddine, GM, Hershey Canada.

“We know that physical activity and organized sport are cornerstones for the overall health and well-being of young people,” said Owen Charters, President & CEO, BGC Canada. “We are delighted that Hershey and the NBA have partnered together to provide BGC clubs across the country with updated spaces and equipment that will make the game of basketball more accessible for thousands of kids and teens.”

Fans can visit SweeterTogether.ca to learn more about Buy A Bar, Build A Court, interact with a 3D rendering of the court and watch how the artists bring it to life. Fans will also be able to participate in sweepstakes for the opportunity to win official NBA prizes throughout the year.

Fans in Canada can find more NBA information at NBA.ca and by following @NBACanada on Facebook, Instagram and Twitter.

TORONTO, Feb. 5, 2018 – Nothing but net for kids across Canada as Sun Life Financial, the Toronto Raptors, and the NBA team up to expand the highly successful Sun Life Dunk for Diabetes program to 20 BGC within the regions of Vancouver, Kelowna, Calgary, Saskatoon, Halifax, and the Greater Toronto Area.

The six-week program, which initially launched last fall in select BGC in Toronto, was a resounding success with youth from across the city experiencing the positive effects of healthy eating and active living. Of the 400 participants from the fall launch, the Dunk for Diabetes program was able to achieve great milestones, such as 601 hours of reduced screen time, 4,454 fruits and vegetables consumed, and over 23,000 squats completed over the six-week period.

“I had so much fun in the Dunk for Diabetes program,” said Iyla N., age 10, Boys and Girls Club of East Scarborough. “I learned what type 2 diabetes is and how to stop it by eating healthy foods like fruits, salads and smoothies and to play lots of sports.”

Leveraging partnerships with the Toronto Raptors and the NBA through their NBA Fit health and wellness platform, Sun Life Dunk for Diabetes aims to bring awareness to type 2 diabetes while teaching youth at BGC the importance of a healthy and active lifestyle. The program has participants take part in weekly, basketball-themed fitness and nutrition challenges, with the chance to win prizes after each challenge is completed. The top 10 kids from each Club location will celebrate their achievements with NBA talent at the end of the program.

As part of the national expansion, over 600 kids from BGC across Canada are participating in this innovative six-week program and have committed to maintaining healthy lives on and off the court.

“It was so inspiring to see firsthand what the GTA youth learned in the program and we are thrilled to be able to expand Sun Life Dunk for Diabetes to more cities across Canada,” said Lisa Ritchie, Senior Vice-President & Chief Marketing Officer, Sun Life Financial. “The key to start preventing type 2 diabetes is through awareness, education and living a healthy lifestyle and what better way to do this than by getting active on a basketball court. By continuing to partner with the Toronto Raptors, the NBA and Boys and Girls Clubs of Canada, we can work together to alter the course of this preventable disease.”

“At Boys and Girls Clubs, we know that physical activity and healthy lifestyles are critical to prevent type 2 diabetes and other health risks,” said Owen Charters, President & CEO, Boys and Girls Clubs of Canada. “The Dunk for Diabetes pilot program has received rave reviews from our youth and staff, and thanks to Sun Life Financial, NBA Canada, and the Raptors, we are proud to enter the second phase of this national initiative and bring the program to 20 more locations in 2018.”

“We are encouraged to see the growing number of Canadian youth playing basketball and embracing healthy lifestyles through the Sun Life Dunk for Diabetes program,” said Dan MacKenzie, Vice-President and Managing Director, NBA Canada. “The national expansion through NBA Fit will not only impact participants, but will see diabetes awareness and education through sport benefit communities across the country.”

“On behalf of the Toronto Raptors, congratulations to all the participants of the Sun Life Dunk for Diabetes program,” said Dwane Casey, Head Coach, Toronto Raptors.  “After six short weeks, hundreds of youth have accomplished so much towards living healthy, active lifestyles and the Toronto Raptors are proud to have been a part of their achievements. We look forward to continuing our work with Sun Life to expand the program across the country and positively impact the lives of more Canadian youth.”

The Sun Life Dunk for Diabetes program is an extension of the ground-breaking partnership Sun Life formed with the Toronto Raptors and the NBA earlier this year when the company announced it was the Raptors’ first ever jersey sponsor, bringing together two prominent brands to team up in the fight against type 2 diabetes.

Sun Life Financial focuses on helping people achieve lifetime financial security and live healthier lives, taking a holistic approach to supporting the well-being of our Clients, Employees and communities with the end goal of helping to achieve physical, mental and financial resiliency both now and in the future. Sun Life has proudly committed more than $22 million in support of diabetes awareness, prevention, care and research initiatives since announcing support of the cause in 2012.

To learn more about Sun Life Dunk for Diabetes please visit sunlifedunkfordiabetes.ca.

We love this video from the recent Dunk for Diabetes draft party at the East Scarborough Club!