Hedayah and NBA discuss sports diplomacy programmes to counter violent extremism

Hedayah has received the executive delegation of the National Basketball Association, NBA, MENA Region, EMEA, to explore opportunities for collaboration in promoting healthy active lifestyles and social-inclusion programmes for youths in efforts to prevent and counter violent extremism through grassroots initiatives using basketball as a primary vehicle of delivery.

During the meeting, Hedayah and the delegation discussed the formation of the Sports Ambassadors Programme to begin in the UAE, which will provide a comprehensive approach in encouraging the youth to be actively involved in sports and socially engaged in their communities. The programme will be in alignment with existing NBA campaigns, such as NBA Cares, which leverage opportunities to build and restore basketball facilities, host events surrounding the opening of the facilities, and much more.

Maqsoud Kruse, Executive Director of Hedayah, said, "A collaboration between Hedayah and the NBA will reflect a shared commitment to improving the health and wellness of fans and the communities in which they live."

Chus Bueno, Head of Operations, EMEA commended the leading role Hedayah is taking to advance sports diplomacy and the active role of youth in efforts to prevent violent extremism.

The programme aims to provide a first-hand perspective and foster an on-going dialogue among youth. Given the global alliances Hedayah currently represents, students will benefit from cultural exchanges, exhibition of athletic skills, social-inclusion initiatives and health awareness campaigns. With assistance of public and private institutions, the programme will also integrate development courses for coaches, administrators, mentors, students and parents through clinics and seminars.