Imagine a world where basketball isn't just a game, but a powerful tool for spreading joy and making a real difference. That's exactly what happened during the 'NBA Cares x Sands Cares Community Impact Week' in Macao! But here's where it gets controversial... can sports truly be a vehicle for lasting social change, or is it just a feel-good PR exercise? Let's dive in and see what happened.
'NBA Cares x Sands Cares Community Impact Week': A Slam Dunk for Community Engagement
PR Newswire
MACAO, Oct. 14, 2025 – The 'NBA Cares x Sands Cares Community Impact Week' has concluded, leaving a lasting positive impression on the Macao community. This five-day initiative, held in conjunction with The NBA China Games 2025, united over 2,200 volunteers and community members, including the dedicated Sands Cares Ambassadors, in a series of impactful outreach events.
The week's activities, jointly organized by NBA Cares and Sands Cares, aimed to foster compassion and create meaningful interactions through inclusive and engaging programs. Think of it as basketball diplomacy, but with real-world impact. These programs included a youth basketball exchange, distribution of boxed lunches to those in need, a lively community basketball carnival, and a 'Her Time to Play' clinic designed to empower young women through sports. NBA Legends like Mitch Richmond, Tim Hardaway, Yao Ming, Shawn Marion, and Deron Williams, along with current stars from the Phoenix Suns and Brooklyn Nets, lent their star power to the cause, using basketball as a common language to connect with the Macao community.
Patrick Dumont, president and chief operating officer of Las Vegas Sands Corp., emphasized the company's long-standing commitment to the Macao community, dating back to the opening of Sands Macao in 2004. "For two decades, our team member volunteers have dedicated their time and energy to making a real difference here," Dumont stated. "NBA Cares and Sands Cares have proven to be exceptional partners in this five-day initiative, and we're thrilled to witness the positive impact on local youth, children, and those in need. We deeply appreciate everyone's participation and support."
Dr. Wilfred Wong, executive vice chairman of Sands China Ltd., echoed this sentiment, expressing his excitement about the partnership with NBA Cares. "We invited NBA Legends and players to not only engage directly with the Macao community, sharing their skills with local students but also with coaches and students from Guizhou and Inner Mongolia. And this is the part most people miss... we also extended our reach by distributing boxed lunches to the underprivileged and connecting with social service organizations," Dr. Wong noted. "These activities showcased the profound impact that sports-driven philanthropy can have."
He added, "We are immensely grateful to NBA Cares for their unwavering support, the passionate involvement of NBA Legends and players, the enthusiastic cooperation of local service organizations and schools, and the wholehearted participation of students and teachers from Macao and the Chinese Mainland. Our heartfelt thanks also go to our Sands Cares Ambassadors and other volunteers for their selfless contributions. Looking ahead, Sands China remains dedicated to utilizing its resources to give back to the Macao community, taking concrete actions to care for society and provide much-needed support."
A Closer Look at the Week's Events:
- Youth Basketball Exchange (Oct. 8): NBA Legend Mitch Richmond and NBA coaches provided basketball training and mentorship to 200 students from Lou Hau High School, alongside 12 coaches and students from NBA Cares' 'Her Time to Play' initiative, who traveled from Guizhou and Inner Mongolia. The NBA and Sands China also donated basketballs and training equipment to the school, supporting its basketball program.
- Official Tip-Off Event (Oct. 9): NBA Commissioner Adam Silver, Naismith Memorial Hall of Famer Yao Ming, and executives from Las Vegas Sands Corp. and Sands China Ltd. joined Phoenix Suns and Brooklyn Nets players in leading a basketball clinic for over 60 participants. They also packed goodie bags and health kits for distribution.
- Boxed Lunch Distribution (Oct. 10): NBA Legend Tim Hardaway, along with volunteers, distributed boxed lunches and health kits to 200 local residents in need at the Fuhong Society of Macau's Pou Choi Centre.
- Community Basketball Carnival (Oct. 11): Over 120 family members of local social service organizations enjoyed interactive sports-themed games and performances at the NBA House. Sands Global Ambassador David Beckham also made an appearance.
- 'Her Time to Play' Basketball Clinic (Oct. 12): NBA Legend Deron Williams and WNBA player Myisha Hines-Allen shared their training tips and experience with girls' basketball team members and 'Her Time to Play' participants, culminating in a friendly skills challenge.
Numerous other notable figures from the NBA and Sands China also participated throughout the week, including Mark Tatum, Kathy Behrens, Andre Iguodala, Micheal Ma, and Wayne Chang. Over 300 volunteers, including Sands Cares Ambassadors, contributed their time and effort. Sands China will recognize their dedication with certificates of appreciation.
Sands China's commitment to community service is further exemplified through the Sands Cares Ambassador Programme, established in 2009. This program provides a structured platform for team members to engage in volunteer activities. The company's broader community initiatives fall under the Sands Cares global corporate citizenship program, reflecting its unwavering commitment to contributing to society and connecting with local residents.
About Sands China Ltd.:
Sands China Ltd. is the largest operator of integrated resorts in Macao, with a portfolio that includes The Venetian Macao, The Plaza Macao, The Parisian Macao, and The Londoner Macao. The company also owns and operates Sands Macao on the Macao peninsula. Sands China's resorts offer a diverse range of leisure and business attractions, including meeting and convention facilities, restaurants, shopping malls, entertainment venues, and a high-speed ferry service. The company is a subsidiary of Las Vegas Sands Corp.
About Sands Cares:
Sands Cares is the charitable giving program of Las Vegas Sands Corp., focusing on financial giving, community problem-solving and collaboration, in-kind donations, and team member volunteerism. Key areas of Sands Cares in Macao include the Sands Cares Ambassador program, charitable contributions to NGOs, and sponsorship of community events.
About NBA Social Impact & Inclusion and NBA Cares:
NBA Social Impact & Inclusion drives change on issues facing fans and communities by advancing needed resources and proven partners while creating data-driven strategies and programming to impact the NBA ecosystem and empower colleagues to bring their best self to work to drive global success. NBA Cares works with NBA players and teams to highlight important issues through the NBA's digital, social and broadcast channels, live events and partnerships.
So, what do you think? Does this initiative genuinely uplift the Macao community, or is it primarily a marketing strategy for the NBA and Sands China? Can sports effectively address social issues, or are more direct interventions needed? Share your thoughts in the comments below!
