Comcast NBCUniversal & the NBA Honor Dr. King's Legacy Through Service, Storytelling, and Community Impact

Uniting in Service at Covenant House New York

On January 13, more than 120 volunteers from Comcast NBCUniversal, the NBA, the New York Knicks, Realize the Dream, Stand Together, America250, and the NBPA gathered at Covenant House New York for a day centered on youth engagement. The event was the nonprofit's largest volunteer day ever. Across three activity tracks, volunteers:

• Led a basketball clinic on the Jr. NBA court, emphasizing teamwork and encouragement.
• Assembled kits of essential items filled with everyday items for young people overcoming homelessness.
• Joined a workforce development workshop and community discussion designed to help young people explore future pathways.

Martin Luther King III, Arndrea Waters King, and NBA legend John Starks participated in the day's events and imparted words of encouragement, inspiring attendees to drive positive change today. Their comments emphasized Dr. King's belief in service as a force for community transformation. Covenant House also honored the King family for its impact on the community by naming a room in their honor.

^{CEO of Covenant House New York Dr. Shakeema North-Albert, Arndrea Waters King, and Martin Luther King III pictured among crowd during opening remarks at Covenant House New York event.}

^{Covenant House Youth and volunteers pictured at basketball clinic led by Jr. NBA coach.}

^{Employee volunteers from the NBA and Comcast NBCUniversal assembling kits of essential items for Covenant House residents.}

^{Martin Luther King III speaking with volunteers and Covenant House youth during a community conversation session.}

^{Volunteers pictured together at conclusion of day of service at Covenant House New York.}

Inspiring the Next Generation of Storytellers

Leveraging the model of NBCUniversal's Creative Impact Lab, Atlanta-based nonprofit creative agency RE:IMAGINE received a grant from NBA Foundation to have their apprentices self-produce PSAs that aired across the platforms of Comcast and NBCUniversal. The collaboration capitalized on the timeliness of NBA's return to NBC and more specifically the Milwaukee Bucks vs. Atlanta Hawks MLK Day matchup.

The PSA features Atlanta Hawks guard Nickeil Alexander-Walker and highlights the collaborative spirit that fuels excellence both on the court and behind the camera. The PSA received a shout out during the Bucks vs. Hawks MLK Day pre‑game broadcast, providing RE:IMAGINE with substantial visibility. Apprentices were also on site throughout game day, capturing content to further document the experience.

^{RE:IMAGINE apprentices and staff members attending the Milwaukee Bucks vs. Atlanta Hawks MLK Day game.}

A Creative Impact Lab PSA for nonprofit partner Laureus Sport for Good is also returning to Comcast and NBCUniversal platforms. Produced by apprentices from New York-based nonprofit creative agency Reel Works, this PSA communicates Laureus' mission through the perspective of a young basketball player and feels particularly resonant during NBA coverage.

The More You Know

NBCUniversal's acclaimed PSA campaign, The More You Know, debuted the first social video in its new mental health series with the NBA. Timed to the Boston Celtics vs. Detroit Pistons game on MLK Day, this PSA features players Jaylen Brown, Cade Cunningham, and Duncan Robinson sharing the importance of prioritizing their mental health as athletes. Stay tuned for more content this year.

Carrying the Legacy Forward

Whether through volunteerism, youth empowerment, or storytelling, this year's events underscored the power of coming together to serve, learn, and uplift one another, moving closer to Dr. King's vision of unity and community strength. Comcast NBCUniversal is proud to stand alongside the NBA in honoring Dr. King's legacy and will continue to lean into aligned organization-wide commitments that strive to make an impact this season and beyond.