Laureus USA Partners with Comcast NBCU and PCA for “Big Game, Bigger Impact” Activation Ahead of Super Bowl LX🏈

Super Bowl season is about more than touchdowns and halftime shows, it’s a moment to remind communities everywhere that sport has the power to change lives. That’s exactly the spirit Laureus USA brought to Elmhurst Middle School in Oakland, CA, when we partnered with Comcast NBCUniversal and Positive Coaching Alliance (PCA) for our “Big Game, Bigger Impact” activation.

Led by the 49ers Foundation and the Oakland Athletic League coaches, students rotated through five hands-on stations featuring football drills, flag football, and footwork challenges. These stations were designed to focus on agility and confidence in a fun environment. The school’s cheerleaders also got their moment in the spotlight, performing for NBC Bay Area’s Today in the Bay.

“The power of sport can change your life through core life skills of increasing confidence, talking about teamwork, conflict resolution, and so Laureus USA used today’s Big Game, Bigger Impact to see young people put those tools to use.

     …We want today to give young people the endless opportunity that sports can provide.” – Julia Lankford, Director of Operations, Laureus USA 

When communities invest in young people through sport, the results go far beyond the field. For these 150 kids, it was a day of cheering teammates on, pushing past their comfort zones, and experiencing firsthand what it feels like to be part of something bigger.

As the NFL’s biggest weekend captured the nation’s attention, we were proud to ensure Oakland’s youth had a seat at the table and a ball in their hands.