Project Max and Legends of Basketball Announce Strategic Partnership to Combat Hate Through the Power of Sports.
By Rolene Marks
Sport is the great unifier and the ultimate bridge builder. On the court, pitch or field is where people drop their defenses, their personal perceptions of one another and focus on what is an important shared goal. Winning.
Nobody understands the power of sports and the ability to fight racism, antisemitism and other prejudice through this medium more than Project Max.
Project Max is a nonprofit organization committed to fighting racism, antisemitism, and intolerance through the power of sports. By mobilizing professional athletes, sports leaders, and community advocates, Project Max promotes education, awareness, and action that empowers individuals to stand up against hate and build inclusive communities.
Since its inception, just over three years ago, Project Max has accomplished extraordinary things including bringing NBA and NFL legends to Israel who advocated for the release of hostages, conducted basketball clinics, supported the devastated community of Majdal Shams when 12 of their children were murdered by a Hezbollah rocket, supported women’s soccer and so much more.
In recent days, Project Max announced a new strategic partnership, dedicated to combating hate and promoting respect, inclusion, and understanding through the global platform of sports. Project Max has partnered up with Legends of Basketball!
Legends of Basketball is a nonprofit association of former professional basketball players united by a shared journey and a shared belief that legacy does not end when the ball stops bouncing. Founded in 1992 and established with the support of the NBA and the National Basketball Players Association, the organization brings together former players from the NBA, ABA, WNBA, and Harlem Globetrotters. Legends of Basketball operates as a 501(c)(3) nonprofit committed to supporting members beyond the game through connection, education, wellness initiatives, family resources, and community service.
The collaboration will bring together athletes, community leaders, educators, and youth organizations to confront racism, antisemitism, and intolerance while using sports as a powerful vehicle for positive social change.
These professional athletes bring with them tremendous influence, legacy, and a network of former professional athletes affiliated with Legends of Basketball. Together, the organizations will launch a series of initiatives designed to engage young athletes, sports communities, and fans in meaningful conversations and programs that promote respect, dignity, and unity.
Antisemitism is rising to astronomical levels around the world. Since 7 October, attacks on Jewish communities and individuals have skyrocketed. Hardly a day goes by without one or several incidents making headlines. It is clear that every effort needs to be made to combat Jew hatred which has already had deadly results. One of the only effective ways to educate against Jew hatred, is to introduce people to the Jewish community. What better way to do it than through an activity that is enjoyable and where participants can thrive whether as individuals or in teams!
Some of the proposed initiatives will include:
– educational workshops for youth athletes
– community outreach programs
– athlete-led discussions about confronting hate and discrimination, and
– public awareness campaigns aimed at promoting the core values of teamwork, fairness, and respect.
These initiatives will focus not only on preventing hate within sports environments – but also on using the influence of sports to foster broader cultural understanding and empathy.
Working with schools, sports leagues, and community organizations to create safe and inclusive environments where athletes of all backgrounds can participate and thrive is a key goal. By amplifying positive role models and highlighting the unifying values of sports, Project Max and Legends of Basketball aim to build a movement that encourages individuals everywhere to reject hate and champion respect.
“Sports have an unparalleled ability to bring people together and create shared experiences,” said Eric Rubin, President of Project Max. “Through this partnership with Legends of Basketball, we are working to ensure that the values learned in sports — respect, teamwork and fairness — are also reflected in how we treat one another in society. Together, we hope to inspire athletes and fans to stand firmly against hate and discrimination.”
Legends of Basketball Board Member, Sedric Toney, agrees:
“Basketball has always been about more than the game itself. It is about community, mentorship, and leadership. By partnering with Project Max, we are using the voices and experiences of former players to help educate and inspire young people to build a culture of inclusion and respect both within sports and beyond. Unfortunately, there has been an alarming rise in all forms of hatred across America and the world. Sports, including basketball, have not been immune to this disturbing trend. On the court, we have seen and heard racial abuse directed against Dennis Schroder, antisemitic comments hurled at Deni Avdija, and religious intolerance against the BYU basketball team.”
In the coming months, the partnership will begin rolling out programs that include youth sports clinics focused on leadership and character development, speaking engagements featuring former professional athletes, collaborative campaigns addressing hate and intolerance in sports environments, and educational initiatives designed to encourage dialogue among athletes, students, and community leaders.
Important lessons can be learned through sports — discipline, teamwork, resilience, and mutual respect can play a powerful role in shaping more inclusive communities and a more compassionate world. Who better to share this than some of the NBA’s most accomplished legends!
The winning combination of Project Max, Legends of Basketball and dedicated youth makes this partnership an absolute slam dunk!
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