Sun Life has signed a three-year partnership with the Basketball Association of Hong Kong, China (BAHKC), the company announced in a statement. The company will commit over HK$10 million (US$1.3 million) to support the basketball association.
The partnership will focus on three key areas: athlete support, basketball popularisation, and community outreach.
Mark Tian, Chief Agency Strategy and Growth Officer of Sun Life Hong Kong stated, “Sun Life values the holistic development of our financial advisors and encourages the team to contribute to the community by actively participating in sports and community activities.”
For athlete support, Sun Life will provide medical and accident insurance for members of the Hong Kong basketball team and fund the establishment of a scholarship programme by the BAHKC, which will offer scholarships for members of the Hong Kong U18 and U22 basketball teams.
The insurer will also be the title sponsor of the Hong Kong Open Division Men’s and Women’s Basketball League, which will operate as Hong Kong’s first self-financing league with a promotion and relegation system. The league, which will not have age restrictions, aims to provide a structured competition framework for local teams and players.
As part of its community outreach efforts, Sun Life has partnered with Beyond Sport, a global foundation promoting social change through sports, to expand the “Hoops + Health” programme in Hong Kong. The regional programme has already been implemented in Singapore, Laguna (Philippines), Ho Chi Minh City (Vietnam), Kuala Lumpur (Malaysia), and Depok (Indonesia). This year, it will be extended further with free basketball workshops across multiple districts.
Sun Life has previously supported basketball initiatives, including a partnership with the NBA’s Toronto Raptors since 2014.
