Other Sports

Mahindra announces NBA Challenge League

Anand Mahindra, Vice-Chairman and Managing Director, Mahindra Group and Ms. Heidi Ueberroth, President, NBA International announced a trailblazing Mahindra NBA Challenge League for players in the 14-18 age group at the Mahindra Towers here on Tuesday.

“The launch of the Mahindra NBA Challenge marks a shift in the way of sponsorship of sport from the Mahindra Group. The shift in approach is represented in the real nurture and development of talent at the grassroots level.

Long term

“It's a long-term commitment by us and NBA will operate the project with assistance from the Basketball Federation of India. It will be a recreational and community-based initiative. The top-down method of development is wrong, it's to start at the grassroots level,” said Mahindra.

The Mahindra-NBA Challenge will begin in April with programmes in Mumbai, Bangalore and Ludhiana and a youth competition featuring a dozen boys and girl's teams in each of three centres. “NBA will bring in everything, right from coaching, officiating to scoring systems and also the entertainment part.


“The Mahindra NBA Challenge will provide basketball enthusiasts and newcomers to the game the opportunity to learn the fundamentals of the game and apply their skills in a fun, competitive environment, said Ms. Ueberroth.

Mahindra further said that in a cricket loving nation such as India, we feel it is important to encourage other sports as well and we believe basketball is perfectly suited to bring communities together and promote healthy, active lifestyles to Indian youth.

“It's perfect as a recreation and community-based sport because it's not expensive, space efficient and an inclusive. The Mahindra Group's founders promoted many sports, but this association with NBA marks a shift aimed at achieving excellence and we are here with a long term commitment.”

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Printable version | Apr 10, 2020 12:24:09 PM | https://www.thehindu.com/sport/other-sports/Mahindra-announces-NBA-Challenge-League/article16550327.ece

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