Basketball might be seen as a business to some people, and while it certainly has its place on that front in Masai Ujiri's career, the philanthropic side of basketball has arguably been the driving force behind Ujiri's motivations and mindset.
Everyone is probably well aware by now of how much Masai Ujiri hopes to use basketball as a vessel through which those of lesser fortune can find empowerment in the sport, whether those youth ultimately pursue a career in basketball or simply apply those learned skills toward becoming strong leaders of the future. Essentially, what I just described is the mission statement of Ujiri's non-profit organization, Giants of Africa, of which he is the co-founder.
Coming out of Ujiri's departure as team president of the Toronto Raptors (which concluded with a heartfelt message for the city), I'm sure many have been waiting to see what the revered executive will be up to in the foreseeable future now that he's stepped away from that realm of basketball endeavors.
Well, on August 28, it was announced via press release that Ujiri had been appointed the role of Sustainable Development Goal (SDG) Advocate by United Nations Secretary-General António Guterres, ahead of the 80th Session of the United Nations General Assembly (set to take place in New York from Sept. 9 to 23).
Masai Ujiri joins United Nations in advocate role
The media release would state that Ujiri "... joins a distinguished group of influential leaders and changemakers who support the Secretary-General in raising global ambition and action to keep the promise of the SDGs."
Furthermore, it would feature a quote from Ujiri himself, speaking on the importance of using sport to foster more than just unity, but also a range of community-building initiatives and goals.
"Sport doesn't just unite people — it breaks down barriers, builds hope, and transforms entire communities. Joining the SDG Advocates is a tremendous honor, and I'm excited to be part of a global movement that empowers youth and drives meaningful change around the world."Masai Ujiri, Aug 28, 2025
It's great to see Ujiri continuing to utilize his expertise in the basketball world for the greater good as he likely embarks on further campaigns linking sport and global affairs.