Second Round Foundation

What Second Round Foundation does

Second Round Foundation, Inc. (SRF) is a New Jersey-incorporated 501(c)(3) tax-exempt public charity (EIN 92-0322416), founded in 2022–2023 by NBA point guard Jalen Brunson and his mother Sandra M. Brunson. The foundation operates from Annandale, New Jersey, and is led by CEO Nija Ali Williams alongside its co-founders. Its mission is to create equity for underserved young people through education, sport, and community, with a portfolio spanning direct grants to beneficiary nonprofits (DREAM Charter School, Covenant House, Stevenson High School via the Stevenson Foundation, Make-A-Wish, Garden of Dreams Foundation, Team Jamaica Bickle, Top Achievers Foundation, Empowering Single Moms, TGR Foundation), scholarship programs (four Jalen Brunson–named Patriot Pride scholarships at Stevenson High School), nutrition and wellness initiatives (DREAM Scratch Food Program, Jalen Brunson Patriot Wellness Initiative), and holiday/seasonal family-adoption programs. The organization's underlying technology stack is conventional for a young nonprofit: a WordPress CMS website, an email newsletter subscription, an e-commerce merchandise storefront (shop.secondroundfoundation.org), and standard social media presence across Instagram, LinkedIn, X, Facebook, and YouTube — there is no proprietary platform, API, or AI/ML capability.

SRF's revenue model is diversified across individual donations (website Donate page, Giving Tuesday appeals), the annual Jalen Brunson Charity Golf Classic & Dinner Reception at Westchester Country Club (now in its 4th year, presented by Apollo Jets), cause-marketing royalties (Faherty 15% of net profits from a sold-out Jalen Brunson capsule collection, Glaze Teriyaki $5 per Brunson Bowl and $2 per Teriyaki Salmon Bowl promotion), 100%-proceeds merchandise sales, the seasonal See One Send One pledge campaign tied to Jalen Brunson's 3-point field goals, corporate philanthropic contributions (e.g., Cantor Fitzgerald $50,000, NBA Cares $10,000), and curated donor events (Changemakers Series, including All-Star Brunch and Golden Hour gatherings). Donor and beneficiary engagement is amplified by Jalen Brunson's direct NBA platform integration — Madison Square Garden courtside activations, practice-facility events, and Garden of Dreams partnerships — making the foundation's GTM fundamentally founder-amplified and event-driven rather than technology-led.

Name

Second Round Foundation

Legal name

Second Round Foundation, Inc.

Website

https://secondroundfoundation.org

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Second Round Foundation is a New Jersey 501(c)(3) public charity founded by NBA player Jalen Brunson and his mother Sandra Brunson, funding education, sport, and community programs for underserved youth through direct grants, scholarships, and cause-marketing partnerships.

Ownership category

akta.pro rank

Product category

Youth Development Philanthropy

NAICS

Grantmaking Foundations (813211), Grantmaking and Giving Services (81321)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Private Foundations (BPAGAKAA)

akta.pro secondary industries

Scholarship & Fellowship Foundations and Trusts (EDADAHAC), Education Grantmaking Foundations (BPAGAKAK)

Keywords

• Youth education programs
• Community youth development
• Scholarship and mentorship
• Charitable fundraising events
• Nonprofit youth services

Headquarters

HQ city

Annandale

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Individual donations (Donate page): Tax-deductible contributions from individuals via the SRF Donate page and Giving Tuesday appeals; qualifies under 501(c)(3) (EIN: 92-0322416).
2. Annual Jalen Brunson Charity Golf Classic & Dinner Reception: Major annual fundraising event (now in its 4th year) at Westchester Country Club in Rye, NY, generating revenue from golfer foursome registrations, cocktail/dinner reception tickets, and corporate sponsorships (Apollo Jets presenting sponsor).
3. See One, Send One pledge campaign: Pledge-based fundraising campaign tied to Jalen Brunson's 3-point field goals each season; donors pledge a contribution per 3-pointer made, with a stated $30,000 season goal.
4. Corporate cause-marketing royalties (Faherty capsule, Glaze Brunson Bowl): Percentage-of-sales / per-unit-donation revenue from brand partnerships: Faherty Brand donates 15% of net profits from the Jalen x Faherty capsule collection; Glaze Teriyaki donates $5 from every Brunson Bowl sold.
5. Merchandise sales: Online storefront at shop.secondroundfoundation.org selling Jalen Brunson merchandise with 100% of proceeds going toward the foundation's mission.
6. Major-donor / corporate philanthropic contributions: Large one-time gifts from corporate donors (e.g., Cantor Fitzgerald $50,000 donation; NBA Cares $10,000 to SRF as part of Bob Lanier Community Assist Award).

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels10 records

Core offering

Second Round Foundation is a 501(c)(3) nonprofit public charity (EIN: 92-0322416) that delivers youth-focused programs, grants, scholarships, and fundraising events aimed at creating equity for young people through education, sport, and community. The foundation runs an annual flagship Jalen Brunson Charity Golf Classic & Dinner Reception, the Changemakers Series gatherings, the See One Send One pledge campaign, and direct grant-funded initiatives such as the DREAM Scratch Food Program ($328,000 commitment) and the Jalen Brunson Patriot Wellness Initiative at Stevenson High School.

Product overview

Second Round Foundation (SRF) operates as a single unified 501(c)(3) nonprofit organization rather than a multi-product platform. Its overall offering centers on a portfolio of named programs, annual events, and grant-funded initiatives that together deliver on its mission to create equity for young people through education, sport, and community. The flagship program is the annual Jalen Brunson Charity Golf Classic & Dinner Reception, complemented by the Changemakers Series of curated gatherings (including the All-Star Brunch and Golden Hour event), the See One Send One pledge campaign, and the 12 Days of Impact social campaign. Underlying programmatic work includes the DREAM Scratch Food Program (with a $328,000 SRF commitment), the Jalen Brunson Patriot Wellness Initiative at Stevenson High School, and the Jalen Brunson Patriot Pride Scholarship Program for graduating seniors. Donor and fan engagement is supported through the SRF Shop merchandise storefront and ongoing beneficiary partnerships such as Covenant House, Garden of Dreams, Make-A-Wish, Team Jamaica Bickle, Top Achievers Foundation, and Empowering Single Moms (ESM).

Differentiator

Problem solved

Functional benefit

Brands

• Jalen Brunson Charity Golf Classic & Dinner Reception: Annual flagship fundraising event hosted by SRF at Westchester Country Club in Rye, NY, featuring celebrity guests, NBA friends, and a dinner reception. The fourth annual edition is scheduled for August 10, 2026.
• Changemakers Series
• See One, Send One
• Jalen Brunson Patriot Wellness Initiative

Products and services

• Jalen Brunson Charity Golf Classic & Dinner Reception Annual flagship fundraiser of Second Round Foundation held at Westchester Country Club in Rye, NY, featuring celebrity guests, NBA friends, and supporters for a day of golf followed by an intimate dinner reception. Generates revenue from golfer foursome registrations, cocktail/dinner reception tickets, and corporate sponsorships (Apollo Jets presenting sponsor).
• Changemakers Series Series of curated gatherings hosted by Sandra Brunson designed to create spaces where conversation leads to collaboration, mentorship turns into action, and community fuels lasting impact. Includes events such as the Changemakers All-Star Brunch (February 14, 2026 in Los Angeles) and Changemakers Golden Hour (Sutton Tower, NYC).
• See One Send One Campaign Annual pledge-based fundraising campaign tied to Jalen Brunson's on-court performance. Supporters pledge a contribution of any amount for every 3-point field goal he makes, with a goal of raising $30,000 per season to create opportunities that make a difference in the lives of young people.
• DREAM Scratch Food Program Support Program partnership with DREAM (in collaboration with Brigaid and Katzman Produce) supported by a $328,000 Second Round Foundation commitment. Provides healthy, scratch-made meals to more than 1,000 students, families, and staff across seven DREAM schools through a full-service commercial kitchen led by a Michelin-starred chef.
• Jalen Brunson Patriot Wellness Initiative Wellness initiative supported by SRF in partnership with the Stevenson Foundation at Jalen Brunson's alma mater, Stevenson High School. Aims to ensure every student has the tools, knowledge, and confidence to live a healthy and active life; includes the annual Patriot Wellness Family Forum and Patriot Wellness ELEVATE events.
• Jalen Brunson Patriot Pride Scholarship Program Named scholarship awards funded through JMB1 Enterprises and the Second Round Foundation for graduating seniors at Stevenson High School, honoring excellence, leadership, perseverance, equity, diversity and inclusion, and athletic achievement. Includes the Jalen Brunson Patriot Pride Leadership Scholarship, the Jalen Brunson Patriot Pride Athletic Scholarship, the Jalen Brunson Patriot Pride Equity, Diversity & Inclusion Scholarship, and the Nathan Halterman Memorial Scholarship.
• SRF Shop (Jalen Brunson Merchandise) Official merchandise storefront for Jalen Brunson, with 100% of proceeds going toward the Second Round Foundation's mission of helping underserved youth. Featured in the 12 Days of Impact Holiday Gift Guide.

Quantifiable outcome

• $328,000 donation to DREAM Scratch Food Program serving 1,000+ students across seven schools
• +7 more outcomes

Named customers10 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

20 partnerships are on record, tiered core, flagship / core and minor.

• Top Achievers FoundationcoreStrategic or Co-development Partner · 1 June 2026SRF announced a $50,000 grant at Top Achievers Foundation's 30th Anniversary Gala in Texas to support Program Development initiatives in mentorship, athletics, financial literacy, esports, and STEAM education. SRF was also honored with the E-Sports Champion Award. CEO Lawrence Mann leads Top Achievers.
• DREAM Charter Schoolflagship / coreStrategic or Co-development Partner · 14 March 2025SRF invested $328,000 in DREAM's Scratch Food Program (innovative partnership with Brigaid and Katzman Produce) to serve 1,000+ students scratch-made meals across seven schools. Joint activations include Thanksgiving distributions to 450 families, Operation Warm coat giveaways (250+ coats), culinary-program support, and family dinner/game nights.
• Glaze TeriyakicoreGTM or Marketing Partner · 13 December 2024NYC-based Asian fast-casual restaurant chain promoting the Brunson Bowl ($5 per bowl to SRF) and the Teriyaki Salmon Bowl promotion (Dec 13, 2024 – Jan 20, 2025; $2 per bowl plus optional $2/$3/$5 add-ons across six NYC locations) which raised approximately $22,000. Also co-hosted Ice Cream Socials at DREAM.
• The Sunday CollectivecoreGTM or Marketing Partner · 1 January 2024NYC-based premium childrenswear brand (founded 2021 by Jae Kim and Chloe Kim) and Charity Golf Classic sponsor for two consecutive years. Donated over 1,000 pieces of premium childrenswear (coats, jackets, hats) to DREAM Charter School students.
• HallPass Mediaflagship / coreStrategic or Co-development Partner · 1 January 2023HallPass Media (Costa Mesa, CA), a full-service creative agency led by President Albert Hall (co-founder of the NBA Summer League), has supported SRF's marketing efforts and live-event execution since 2023. They have helped launch the annual SRF Charity Golf Classic & Dinner Reception and produced the Changemakers events (e.g., 2026 All-Star Brunch).
• Covenant House (PA & NY)coreStrategic or Co-development PartnerBeneficiary partner for homeless and at-risk youth; SRF supports Covenant House services (medical clinic, educational/vocational assistance, 24/7 one-on-one support) and has co-hosted events for six consecutive years including pre-Thanksgiving dinners, Tommy John holiday events, and annual Target shopping sprees with Jalen Brunson and Knicks/Garden of Dreams.
• Stevenson Foundation (Stevenson High School, Lincolnshire IL)flagship / coreStrategic or Co-development PartnerLong-running beneficiary partnership supporting nearly 500 low-income students at Jalen Brunson's alma mater. Includes four scholarships in Jalen Brunson's name (Nathan Halterman Memorial, Patriot Pride Athletic, Patriot Pride Equity Diversity & Inclusion, Patriot Pride Leadership), $91,000 to 45 graduating seniors in 2025, the Jalen Brunson Patriot Wellness Initiative, ELEVATE events (150+ attendees), and Family Forums. Led by Executive Director Linda Knapp.
• Team Jamaica BicklecoreStrategic or Co-development PartnerSRF beneficiary partner providing hospitality and essential services for Caribbean athletes at Penn Relays and other track & field events. Sandra Brunson was Special Guest of Honor and Keynote Speaker at the TJB Gala in Long Island, NY. Irwine Clare (TJB founder) honored with SRF Visionary Award at 3rd Annual Charity Golf Classic.
• Garden of Dreams FoundationcoreStrategic or Co-development PartnerPartnership supporting youth facing adversity through Make-A-Wish activations, Share the Magic Family Adoption initiative (Tabbs and Montgomery families surprised by Jalen Brunson at Knicks practice facility), and ongoing holiday-season Adopt-A-Family support.
• Make-A-Wish (New York / Hudson Valley / Metro NY)coreStrategic or Co-development PartnerFirst-season fulfillment of official Make-A-Wish requests by Jalen Brunson in partnership with Garden of Dreams, including wish kids Kody Miller, Caleb Sangster and Jack Sangster with courtside experiences, starting-lineup ceremony, and Knicks gear.
• Faherty BrandcoreGTM or Marketing PartnerFaherty Brand (founded by Alex and Mike Faherty) launched a limited-edition Jalen x Faherty capsule collection that sold out in six weeks. Committed to donating 15% of net profits to SRF's annual Charity Golf Outing; Alex Faherty received the "Magic is in the Work" Award at the 3rd Annual Golf Classic.
• Apollo Jetsflagship / coreGTM or Marketing PartnerPresenting sponsor of the Second Annual Jalen Brunson Charity Golf Classic & Dinner Reception (held August 26, 2024 at Westchester Country Club) and continued presenting role for subsequent Charity Golf Classics.
• TGR Foundation (Earl Woods Scholars Program)minorStrategic or Co-development PartnerSRF supported the Annual Summer Social in Philadelphia, with Sandra Brunson participating as a speaker/mentor alongside scholars and mentors.
• Empowering Single Moms, Inc. (ESM)coreStrategic or Co-development PartnerSRF's newest beneficiary partner led by Dr. Crystal Edwards; $10,000 donation plus luxury career apparel for transitional moms in celebration of ESM's 10th anniversary.
• Legends (sneaker shop, Charlottesville VA)minorGTM or Marketing PartnerLocal Charlottesville, VA sneaker shop (established 1980) that donated 50 pairs of sneakers to Top Achievers in Plano, TX via SRF.
• Villanova Men's BasketballminorStrategic or Co-development PartnerCo-hosted a holiday-season clothing donation event at Pennsylvania Covenant House with a major apparel company.
• Courtside Moms Media Productions / 23andMeminorGTM or Marketing PartnerHosted the "A Moment For Moms" event during NBA All-Star Weekend 2025 in San Francisco; presented SRF with the All-Star Award recognizing nonprofits founded and led by mothers in the basketball community.
• Every Mother CountsminorStrategic or Co-development PartnerGlobal nonprofit founded by Christy Turlington Burns; recognized Sandra M. Brunson as one of three "Mothers of the Year" at its 15th Anniversary Celebration in NYC.
• Just Bella boutique (Haddonfield, NJ)minorGTM or Marketing PartnerHosted the White Elephant Fundraising Event in Haddonfield, NJ, raising over $500 for SRF.
• Tommy JohnminorGTM or Marketing PartnerApparel brand that donated swag and co-hosted a Covenant House holiday event with SRF and Josh Hart.

Scale indicators16 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Chris Paul Family Foundation: NBA All-Star Chris Paul's family foundation supporting education, youth, and community programs; structurally comparable to SRF as an athlete-led 501(c)(3) with branded programming and corporate partnerships.
• Kevin Durant Charity Foundation: NBA star Kevin Durant's foundation supporting at-risk youth through education, athletic, and social programs; a directly comparable athlete-led public charity serving similar beneficiary segments.
• Russell Westbrook Why Not? Foundation: NBA All-Star Russell Westbrook's foundation serving at-risk youth through education and community programming; directly comparable to SRF in mission, structure, and celebrity-led fundraising model.
• Dwyane Wade Family Foundation: NBA Hall of Famer Dwyane Wade's family foundation supporting community initiatives including Fatherhood initiatives, LGBTQ+ inclusion, and youth programming; closely comparable to SRF in family-led operating model.
• Eat. Learn. Play. Foundation: Stephen Curry and Ayesha Curry's 501(c)(3) foundation focused on childhood hunger, education, and safe play; directly comparable to SRF as an NBA-star-led youth-focused public charity with celebrity-driven fundraising events.
• Mamba & Mambacita Sports Foundation: Established in honor of Kobe and Gianna Bryant to support underserved youth in sport and education; directly comparable to SRF in mission, NBA-star provenance, and youth-empowerment programming.
• LeBron James Family Foundation: Founded by NBA All-Star LeBron James, LJF operates as a 501(c)(3) public charity supporting education and at-risk youth through programs like the I PROMISE School — directly comparable to SRF in structure, athlete-led nonprofit model, and youth-education focus.
• Carmelo Anthony Foundation: NBA veteran Carmelo Anthony's foundation building safe spaces for underserved communities through basketball and life-skills programming; directly comparable to SRF as an athlete-led nonprofit combining sport and youth development.

Broad incumbents

• Athletes for Hope: 501(c)(3) collective founded by Andre Agassi, Muhammad Ali, Lance Armstrong, Warrick Dunn, Jeff Gordon, Mia Hamm, Tony Hawk, Andrea Jaeger, Jackie Joyner-Kersee, Mario Lemieux, and Alonzo Mourning to connect professional athletes with charitable causes; a broader umbrella organization rather than a single-athlete vehicle.

Others

• Garden of Dreams Foundation: Madison Square Garden's nonprofit partner supporting children facing obstacles in the tri-state area; comparable as an SRF beneficiary partner and as a similarly NYC-based youth-services 501(c)(3) with NBA/Knicks platform integration.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/secondroundfdn
• YouTubeyoutube.com/@SecondRoundFoundation
• Facebookfacebook.com/secondroundfoundation
• LinkedInlinkedin.com/company/secondroundfoundation
• Instagraminstagram.com/secondroundfoundation

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Second Round Foundation