A multi-award-winning, 4-season initiative transforming the NBA Finals into an engine for Black economic empowerment - 29.4MM linear impressions (+164% YoY), featured on the ESSENCE Fest mainstage, and co-produced with ABC's Shark Tank.
Transform the NBA Finals from a pure entertainment event into a catalyst for real, lasting economic empowerment in Black communities - creating sustainable impact for Black-owned businesses across 4 seasons while simultaneously building brand love and cultural relevance for ESPN.
Led a groundbreaking initiative in partnership with Andscape, the NBA, ABC, and Shark Tank - leveraging the NBA Finals' massive platform to spotlight Black-owned businesses across 9 cities over 4 seasons. Each season, 4 businesses were selected through a rigorous process including nominations, formal applications, and one-on-one interviews to ensure the right combination of business profile, personality, and community commitment.
In 2023, the program expanded significantly: 3 Shark Tank sharks (including Barbara Corcoran) joined as mentors, the program was featured on the ESSENCE Fest mainstage, and Virginia Union University HBCU Executive MBA teams provided each business with a 3-week consulting sprint. Each business also received a $10,000 award and year-round mentorship and community support.