The NBA, McDonald’s & Discovery Kids en Español partner to tackle childhood obesity.

NBA en Español, the National Basketball Association’s U.S. Hispanic initiative, McDonald’s and Discovery Kids en Español, the leading children’s network for U.S. Hispanic audiences, announced the unveiling of the fully renovated basketball court at the Nueva Maravilla Housing Development in Los Angeles as part of the NBA Cares’ “Es Tu Cancha (It’s Your Court)” initiative; a community outreach program that focuses on refurbishing basketball courts in Latino neighborhoods across the country. Using basketball as a vehicle to promote physical activity, the program also targets the growing incidence of childhood obesity, which disproportionately affects Latino youth in comparison to non-Hispanic adolescents.

The partnership with McDonald’s and Discovery Kids en Español ideally combines education and nutrition with physical activity. While McDonald’s offers a variety of wholesome foods made from quality ingredients that can fulfill diverse dietary needs, Discovery Kids en Español helps children understand their culture and encourage young viewers to participate in sports with programs such as Deportips, and the NBA promotes healthy lifestyles through basketball.

“It is extremely important for us to generate awareness about the prevalence of childhood obesity among Hispanic/Latino children in the United States,” said Andrew Bynum of the L.A. Lakers. “Considering the Hispanic demographic in L.A., this was a key market for the launch of ‘Es tu Cancha (It’s Your Court),’ an initiative we hope will encourage kids to get up and get moving in a local environment that is both safe and fun.”

This restoration marks the 12th refurbishment in the NBA’s overall initiative to provide Latino kids and families with a safe and attractive place to play and be active, the second as part of the league’s and Discovery Kids en Español’s joint renovation efforts in 2006 and the first in conjunction with McDonald’s. The unveiling of the Nueva Maravilla Housing Development will feature a variety of activities including the participation of Andrew Bynum of the L.A. Lakers, NBA Legend and Assistant Coach for the Lakers Craig Hodges, the Lakers Dancers and Ronald McDonald(R). Jr. NBA/Jr. WNBA kids from surrounding Hispanic neighborhoods will also participate in the event’s basketball activities, along with city officials who will join local families in “Es tu Cancha (It’s Your Court)” festivities.

“As adults, it is important to teach our children about living a balanced active lifestyle by balancing the foods you eat with the energy you expend,” said Rick Marroquin, Director of Marketing, McDonald’s USA. “McDonald’s applauds the NBA’s efforts to refurbish basketball courts so that children can enjoy the sport and stay active in their own neighborhoods.”

“Discovery Kids en Español and the NBA continue to look for innovative initiatives to help bring a safe environment that combines education with sports for Hispanic kids and their families such as ‘Es Tu Cancha’,” said Luis Silberwasser, Senior Vice President and General Manager of Discovery Networks U.S. Hispanic Group. “This natural partnership between Discovery Kids en Español, which helps children understand their culture and learn Spanish with programming that is designed specifically for Hispanic viewers, and the NBA, which promotes healthy lifestyles through basketball, strengthens our commitment to the Hispanic community by facilitating and promoting the value and positive aspects of being active.”

Nearly one of four Latino children in the United States is overweight, and the problem is getting worse. Increasing obesity rates parallel the growing incidence of pre-diabetes and Type 2 diabetes in overweight teens, particularly in American Indian, African American and Hispanic/Latino populations. Research shows that a child who is active will have stronger muscles and bones, be less likely to become overweight, decrease the risk of Type 2 diabetes or heart conditions and have a more positive attitude towards life. According to the U.S. Department of Agriculture (USDA) and the Department of Health and Human Services (HHS), children two years and older should get 60 minutes of moderate to vigorous exercise on most, if possible all, days of the week. Sports like basketball, played by boys and girls alike, can help in improving physical fitness, coordination and self-discipline, while offering children the opportunity to learn about teamwork – a valuable on and off-the court ! lesson.

“We are grateful to the NBA, Discovery Kids en Español, and McDonald’s for the resources they have contributed to refurbishing the basketball court at the Nueva Maravilla housing development. With diminishing government resources, it is ever important that we partner with the private sector to improve the lives of children and families living in Los Angeles,” said Carlos Jackson, Executive Director of the Housing Authority of the County of Los Angeles.

As part of the NBA Cares “Es Tu Cancha (It’s Your Court)” initiative, NBA en Español partners with sponsors like McDonald’s, Discovery Kids en Español and local NBA teams to select the appropriate neighborhoods, basketball courts and local contractor(s) to refurbish the courts. Once the area and exact location are selected, the project is carried out in two phases beginning with interior and exterior renovations which include resurfacing and polishing of wood floors, repainting of game lines and logos and backboard repairs/replacements. Once renovations are complete, a ribbon-cutting ceremony and dedicatory celebration takes place. The next court refurbishment is scheduled to take place in New Jersey in September.