Sun Life U.S. Expands Community Health Initiative with Maine Celtics
Event summary
- Sun Life U.S. and the Maine Celtics concluded their annual Fit to Win youth program on March 16, 2026, engaging over 2,600 kids since inception.
- The program included a nutrition-themed event with Maine Celtics players Pedro Bradshaw and Hank Morgan leading a culinary competition.
- Fit to Win started in February with a 'Day in the Life of a Player' event, offering kids insights into discipline, commitment, and respect.
- Sun Life U.S. has partnered with the Boston Celtics for 12 years, expanding to the Maine Celtics three years ago.
The big picture
Sun Life U.S.'s Fit to Win program aligns with its mission to promote healthier lives, leveraging its sports partnerships to extend community impact. The initiative reflects a broader trend in corporate social responsibility, where financial services firms invest in health and wellness programs to foster long-term societal benefits. With over C$1.60 trillion in assets under management, Sun Life's commitment to community programs underscores its strategic focus on holistic well-being.
What we're watching
- Program Expansion
- Whether Sun Life U.S. can sustain and scale the Fit to Win program beyond Boston and Portland.
- Community Impact
- The long-term effects of Fit to Win on participants' health habits and family engagement.
- Partnership Dynamics
- How the collaboration with the Celtics and local clubs will evolve under Sun Life's broader CSR strategy.
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