Jazz and Pelicans kneel during national anthem before NBA game
July 30, 2020; Lake Buena Vista, USA; Members of the New Orleans Pelicans and Utah Jazz kneel together around the Black Lives Matter logo on the court during the national anthem before the start of an NBA basketball game. Mandatory Credit: Ashley Landis/Pool Photo via USA TODAY Sports

It was earlier this month that the NBA and NBPA announced a new foundation to help support black communities through the United States.

Under that guise, an initial $300 million contribution over the next decade was made on the behalf of team owners.

We’re now starting to see some of that impact.

NBA strikes sponsorship deal with DoorDash

This is the first ever deal between DoorDash and a professional sports league. It’s also the first time that the NBA has entered into a sponsorship relationship with an on-demand food delivery company. The backdrop here being a donation of up to $100,000 to help empower the African-American community.

“In part seeking to aid the NBA’s ongoing efforts in and around Black empowerment and economic and social justice, DoorDash has created the new #PlayItForward Challenge,” Sport Business noted on Tuesday. “The company will donate $1 to the National Urban League for every order placed through the DoorDash platform to a Black-owned restaurant, up to $100,000. DoorDash will also offer $0 delivery fees from all merchant partners in its program to support Black-owned businesses.”

This is just the latest example of the NBA using its platform to help prop up the black community amid the ongoing racial division in the United States.

The Association as a whole has taken on an activist mentality in recent years, starting with some of the top players in the game.

It was earlier this year that Los Angeles Lakers star LeBron James joined other big-name professional athletes in forming “More Than a Vote,” a voting rights group. James has also teamed up with MLB’s Los Angeles Dodgers to use their venue as a polling place for the upcoming Nov. 3 Presidential Election.

The backdrop here is an Association that has used its platform at Walt Disney World in Orlando to take a stand against racial injustice and police brutality in the United States.

The NBA is now putting its money to use in this regard.

Vincent Frank
Editor here at Sportsnaut. Contributor at Forbes. Previous bylines include Bleacher Report, Yahoo!, SB Nation. Heard on ESPN Radio and NBC Sports Radio. Northern California native living it up in Las Vegas. The Keto lifestyle. Traveler. Reader. TV watcher. Dog daddy. Sam Malone = greatest TV character ever. "Carpe diem. Seize the day, boys. Make your lives extraordinary," John Keating.