Urban Revitalization

Sprite Spark Parks

The mission of Sprite's "Spark Parks" program, in the words of Coca-Cola North America vice president Michael Matthews, is “to refresh neighborhood basketball courts.” And Birmingham, Alabama's public courts were sorely in need of refreshment. The program invited agencies from areas geographically selected by Sprite to identify and submit a park with courts needing renovation. “So, we went around with staff to several locations to see which courts were most in need of repair," Birmingham Parks & Rec's Stanley Robinson says. "Believe me,” he chuckles, “we didn’t have to drive too far.”

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