In 2026, California will become the global epicenter of sports. The FIFA World Cup, Super Bowl, NBA All-Star Game, and the countdown to the 2028 Olympic Games will draw the world’s attention to the Golden State — and Comcast NBCUniversal will be at the heart of it all.
With that visibility comes both responsibility and opportunity.
At Comcast NBCUniversal, we believe sports are more than entertainment—they’re a force for connection, growth, and transformation. As these major events unfold across NBC, Telemundo, Peacock, and Xfinity, we’re using the power of sports to expand access, uplift communities, and create lasting impact beyond the game.
Expanding Access to Youth Sports
Early access to sports can change a child’s life. According to the Aspen Institute’s Project Play, it leads to better health, stronger academics, and lifelong habits of teamwork and resilience. That’s why we’re deepening our investment in youth sports — especially in communities that have been left on the sidelines.
As part of that investment, we’re building on our partnership with Laureus Sport for Good, once again supporting a flag football clinic for Woodcraft Rangers students in Los Angeles. Students play alongside NFL Rams players and NBCU volunteers who provide coaching and mentorship. These moments offer more than play; they provide confidence and a sense of belonging.
Partnering for Scaled Impact
We know that lasting change happens through collaboration. Our work with the U.S. Soccer Foundation is a cornerstone of this approach. Ahead of the World Cup, Telemundo is supporting Just Ball Unity Cups — bilingual, vibrant community celebrations of soccer and culture across New York City, Los Angeles, and Miami designed to inspire youth and families. We’re also supporting the “Yes, Coach!” initiative — helping to train 100,000 coach-mentors in Spanish and English by 2030 — because every child deserves a trusted adult that supports them on and off the field.
During NBA All-Star Weekend, we’ll join the NBA in supporting LA wildfire relief and schoolyard renovations, creating volunteer efforts that help bring the game of basketball to communities across the city.
Elevating Voices Through Sports Storytelling
It’s not just about who plays — it’s also about who gets to tell the story. Through NBCU’s Creative Impact Lab, we help nonprofits with their marketing efforts while training the next generation of creative professionals.
For example, the Lab commissioned apprentices from the nonprofit creative agency Venice Arts to produce a PSA for the Challenged Athletes Foundation that aired during the Paris Olympics. Now, The Lab is working with the nonprofit creative agency Wide Angle Youth Media, whose apprentices are creating a bilingual PSA for “Yes, Coach!” to run ahead of the World Cup. These young creatives will also be invited to apply to go behind the scenes at LA’s biggest sporting events, such as NBA All-Star Weekend, gaining hands-on reporting experience and building career pathways.
Spotlighting Local Champions
As we look ahead to the 2028 Olympic and Paralympic Games in Los Angeles, our partnership with the LA84 Foundation and the Play Equity Fund continues to grow. We’re proud to support their Play Equity Summit, focused on expanding access to sports and play for all kids, and using our media platforms to spotlight their “26 for 26” Community Champions — nonprofits using soccer to empower Los Angeles County residents. We’re also looking forward to deepening our collaboration by highlighting the impact of soccer-driven organizations in the lead-up to the World Cup. These stories reflect the heart of our mission: to amplify local voices and invest in the communities we serve.
Why It Matters
This work is personal to me. Being a high school lacrosse player taught me teamwork, resilience, and empathy — and as I watched my own kids carry the ball down the field, I witnessed the confidence and connection they gained through sports. That’s what I want for every young person: the chance to feel seen, supported, and part of something bigger.
As California prepares to welcome the world, we’re planning to meet the moment — not just with cameras and coverage, but with a commitment to expand access, strengthen community, and help every child build purpose through sports. Because when we change the game, we change lives.
Hilary Smith is the executive vice president of corporate social responsibility for NBCUniversal. She is responsible for leading NBCUniversal’s global social impact strategy, philanthropic investments, and employee volunteer programs. Additionally, Smith oversees NBCUniversal’s award-winning public service announcement campaign, The More You Know. Smith is a director on the board of the Comcast NBCUniversal Foundation, and is also a member of the national boards of The Center for Communications and BuildOn. She is a member of the USC Center for PR board of advisers.