Comcast Leverages NBA All-Star Weekend to Boost Economic Mobility

Comcast's Project UP and partnerships with NBA Foundation, Beyond the Ball, and others create pathways to opportunity through entrepreneurship and innovation.

Mar. 23, 2026 at 9:06am

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During NBA All-Star Weekend in Los Angeles, Comcast's $1 billion Project UP initiative partnered with the NBA Foundation, Beyond the Ball, The Hidden Genius Project, and Knowledge House to blend the energy of sports, the creativity of technology, and the drive of entrepreneurship. This included an NBA Foundation pitch competition, a Game Changers Innovation Lab, and a Tech Slam event that provided access to capital, mentorship, and visibility for diverse entrepreneurs and youth interested in sports technology and innovation.

Why it matters

By connecting entrepreneurs to financial support and decision-makers, and embedding digital skills training into sports-focused programs, Comcast and its partners are helping transform bold ideas into viable businesses, fueling job creation, community investment, and long-term economic growth in underserved communities.

The details

The NBA Foundation's 2026 All-Star Pitch Competition awarded $400,000 in prizes to seven Los Angeles-based entrepreneurs advancing social and economic mobility. The Game Changers Innovation Lab invited 50 local youth to reimagine how Gen Z and Gen Alpha experience basketball through tech-enabled solutions. And the Tech Slam event introduced high school students to sports technology, coding, analytics, AI, and data-driven careers.

  • The NBA Foundation's 2026 All-Star Pitch Competition finals were held on February 12, 2026.
  • The Game Changers Innovation Lab took place on February 14, 2026.
  • The Tech Slam event with The Hidden Genius Project and Knowledge House occurred during NBA All-Star Week 2026.

The players

Comcast Corporation

A global media and technology company that delivers connectivity, platforms, content, experiences, and theme parks through brands like Xfinity, NBCUniversal, and Universal Destinations & Experiences.

NBA Foundation

The charitable arm of the National Basketball Association that is focused on creating greater economic opportunity in Black communities.

Beyond the Ball

An NBA Foundation grantee and community organization that exposes student athletes and sports enthusiasts to the science, innovation, and careers behind the sport they love.

The Hidden Genius Project

A Comcast NBCUniversal and NBA Foundation grantee that provides training and mentorship to Black male youth in technology, entrepreneurship, and leadership development.

Knowledge House

A Comcast NBCUniversal and NBA Foundation grantee that offers digital skills training and career development programs to underserved youth.

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What they’re saying

“Together, we are not only funding entrepreneurs, but we are also nurturing ecosystems of opportunity. Students gain exposure to technology and business leaders. Founders access capital and mentorship. Communities benefit from new ventures, local hiring, and expanded economic activity.”

— Dalila Wilson-Scott, Chief Impact & Inclusion Officer, Comcast Corporation and President, Comcast NBCUniversal Foundation

What’s next

The winners of the NBA Foundation's 2026 All-Star Pitch Competition will receive ongoing mentorship and support from Comcast and the NBA to help scale their businesses.

The takeaway

Comcast's partnerships during NBA All-Star Weekend demonstrate how blending sports, technology, and entrepreneurship can create meaningful pathways to economic opportunity and mobility, especially in underserved communities.