WHAT IS THE Jr. NBA/Jr. WNBA PROGRAM? Jr. NBA/Jr. WNBA, presented by Gatorade and Nike, serves existing recreational youth basketball leagues through support programs for players, coaches, parents and officials. Jr. NBA/Jr. WNBA programs emphasize fundamental skill development, teamwork, sportsmanship and positive adult participation in a fun and rewarding youth basketball experience where young players can create a bond with the game while learning what it takes to be successful away from the court.

CHARACTER COUNTS! Sports develops programs and materials to help coaches and other adults equip youth with values to meet life's challenges, on and off the field.

The main focus of CHARACTER COUNTS! Sports is the Pursuing Victory With Honor good sportsmanship campaign. The campaign was inspired by a conference of the same name held in Scottsdale, Arizona in 1999. There, more than four dozen leading figures in American amateur athletics called for major reforms in the way sports are played, coached and watched. Participants at this conference - generously underwritten by Johnson & Johnson and co-sponsored by the coaching division of the U.S. Olympic Committee - set forth 16 principles in the Arizona Sports Summit Accord, which signatories pledge to incorporate into their organizations’ athletic programs.

The Accord continues to gain signatories, including: NCAA Division IA Athletic Directors Association, the National Association of Basketball Coaches, the American Football Coaches Association, the National Federation of State High School Associations and most of the nation's Division IA collegiate athletic programs for good sportmanship.