The NBA and Tyson Foods Unveil Refurbished Basketball Court as Part of...

The NBA and Tyson Foods Unveil Refurbished Basketball Court as Part of Nationwide U.S. Hispanic Initiative ‘Es Tu Cancha (It’s Your Court)’

Twelve Towns/North Brooklyn YMCA welcomes former Knicks player John Starks as part of inaugural activities Program tackles growing incidence of obesity in Latino children


Miami, FL–(HISPANIC PR WIRE)–May 16, 2006–NBA en Español, the National Basketball Association’s U.S. Hispanic initiative, and Tyson Foods, the world’s largest processor and marketer of chicken, beef and pork, announced today the unveiling of a fully renovated basketball court in Brooklyn, New York as part of NBA Cares “Es Tu Cancha (It’s Your Court),” a community outreach program that focuses on refurbishing basketball courts in Hispanic neighborhoods across the country. The program also targets the growing incidence of childhood obesity, which disproportionately affects Latino youth in comparison to non-Hispanic adolescents.

The restored basketball court is located at Brooklyn’s Twelve Towns YMCA and marks the sixth refurbishment in the NBA’s overall initiative to provide Latino kids and families with a safe and attractive place to play and be active.

“It is an honor for us to contribute to such a great cause in making our hometown a more attractive place for kids and families,” said John Starks, former New York Knicks player and current Alumni Relations and Fan Development Advisor for the Knicks. “We strongly believe in providing our city with safe playing environments and promoting physical activity through basketball – and this NBA initiative does both.”

Programs like “Es tu Cancha (It’s Your Court)” lead local communities to a better understanding of the importance of proper diets, exercise and being active. It provides families the opportunity to focus on incorporating health and wellness into daily routines. Like physical activity, nutrition is a key element in any healthy lifestyle and protein – like that found in chicken, beef and pork products — is an important part of any well-balanced diet.

“‘Es tu Cancha’ is a natural extension of the ‘Powered by Tyson’ branding campaign,” said Bob Corscadden, Tyson Foods senior vice president and chief marketing officer. “The effort emphasizes the importance of health and wellness, and how exercise, coupled with a proper diet can Power a better life. It also intersects with the ‘Powering the Spirit platform of the campaign, which strives to continually improve the quality of life for communities around the country.”

Statistics show that the percentage of overweight children in the United States is growing at an alarming rate and it disproportionately effects certain minority youth populations. Nearly one of four Latino children in the United States is overweight. According to a National Health and Nutrition Examination Survey (NHANES) conducted by the Center for Disease Control’s (CDC) National Center for Health Statistics, Hispanic adolescents between the ages of 12-19 were more likely to be overweight (23 %) than non-Hispanic White adolescents (14%).

“Considering nearly 25 percent of Latin children in the U.S. are overweight, we understand the value of promoting physical activity to children to improve their health and quality of life.” said Arturo Nuñez, Vice President and Managing Director of NBA Latin America/U.S. Hispanic. “As the country’s top U.S. Hispanic market, New York is the ideal place for us to unveil our program, serve the Latino community and promote healthy and active lifestyles through basketball.”

The unveiling of the Twelve Towns/North Brooklyn YMCA will feature a variety of activities including the participation of former New York Knicks player, John Starks, Knicks Spanish Analyst Roberto Abramowitz and the Knicks Groove Truck. Jr. NBA/Jr. WNBA kids from surrounding Hispanic neighborhoods will also participate in the event’s basketball activities, along with city officials who will join local families in “Es tu Cancha (It’s Your Court)” festivities.

As part of the NBA Cares “Es Tu Cancha (It’s Your Court)” initiative, NBA en Español partners with sponsors like Tyson and local NBA teams to select the appropriate neighborhoods, basketball courts and local contractor(s) to refurbish the courts. Once the area and exact location are selected, the project is carried out in two phases beginning with interior and exterior renovations which include resurfacing and polishing of wood floors, repainting of game lines and logos and backboard repairs/replacements. Once renovations are complete, a ribbon-cutting ceremony and dedicatory celebration takes place. The next court refurbishment is scheduled to take place in San Antonio at the end of May.

“We are grateful to the NBA for their contribution to updating our basketball court for the kids we serve,” said David Christmas, executive director of the North Brooklyn / Twelve Towns YMCA. “The YMCA has long relied on support from friends like the Knicks and the NBA who help ensure that we are accessible to all in, in our mission of building strong kids, strong families and strong communities here in North Brooklyn.”

About NBA en Español

The NBA’s U.S. Hispanic initiative, NBA en Español, is committed to the U.S. Hispanic community and truly understands the needs and interests of this audience. From its corporate employees to its players, the NBA has dedicated professionals in every section of its organization catering to this important segment. NBA en Español’s efforts comprise several different components – each one focused on reaching Latino fans through different vehicles and stages of life –entertainment, sports, business, fashion and education – on and off-line. Programs like Read-to-Achieve, Noche Latina,ñol (, Esquina Latina and Es tu Cancha initiative allow us to communicate directly with Latinos, serve their communities and provide them with a unique Spanish-language NBA experience. With 16 Hispanic players, 11 teams in the top 10 U.S. Hispanic markets and one of the fastest growing Hispanic fan bases in U.S. professional sports – more than 67% of Hispanics are fans – NBA en Español is a leader in U.S. Hispanic sports marketing and community involvement.

About Tyson Foods

Tyson Foods, Inc. [NYSE: TSN], founded in 1935 with headquarters in Springdale, Arkansas, is the world’s largest processor and marketer of chicken, beef, and pork, the second-largest food company in the Fortune 500 and a member of the S&P 500. The company produces a wide variety of protein-based and prepared food products, which are marketed under the “Powered by Tyson (TM)” strategy. Tyson is the recognized market leader in the retail and foodservice markets it serves, providing products and service to customers throughout the United States and more than 80 countries. The company has approximately 114,000 Team Members employed at more than 300 facilities and offices in the United States and around the world. Through its Core Values, Code of Conduct and Team Member Bill of Rights, Tyson strives to operate with integrity and trust and is committed to creating value for its shareholders, customers and Team Members. The company also strives to be faith-friendly, provide a safe work environment and serve as stewards of the animals, land and environment entrusted to it.

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The NBA and Tyson Foods Unveil Refurbished Basketball Court as Part of Nationwide U.S. Hispanic Initiative ‘Es Tu Cancha (It’s Your Court)’