How the Trailblazers and Friends of Trees Grow Fan Loyalty Through Environmental Impact
By Colin Blackwell and his AI assistants
In today’s NBA, public relations is about more than what happens on the court. Teams are finding new ways to engage fans by aligning with the values of their communities. Nowhere is this more evident than in Portland, where the Trail Blazers have partnered with Friends of Trees, a local nonprofit dedicated to urban reforestation, to connect with fans on a deeper, greener level. A stand-out long-time campaign between the two is the 3’s for Trees Program, where every 3-pointer made results in one tree planted at the end of the season. As this season has wrapped, an additional 3,171 trees will be planted throughout western Oregon and southwest Washington.
This isn’t just a feel-good initiative. The Blazers’ collaboration with Friends of Trees is a smart, strategic move that strengthens fan loyalty by authentically embedding the team in the city’s culture of sustainability. Portlanders take environmental stewardship seriously, and by embracing that passion, the Blazers reinforce their identity as a team that’s truly of the community.
Community involvement is increasingly essential to modern sports PR. Younger fans, especially Gen Z and millennials, gravitate toward brands that support meaningful causes. Authenticity matters, and partnerships like this foster genuine emotional connections that go far beyond typical marketing campaigns.
Friends of Trees, founded in 1989, has planted nearly one million trees and shrubs across the Pacific Northwest. Their mission is simple but powerful: inspire people to improve their neighborhoods by planting and caring for trees. They work directly with community members, local governments and volunteers to make tree planting accessible, especially in underserved areas. Their impact is measurable, as studies show reduced mortality rates in neighborhoods with more trees.
The Trail Blazers’ involvement ranges from hands-on tree planting events with fans and players to awareness campaigns and fundraising, such as the 3’s for trees program that has been running for 11 years now. These aren’t token appearances, they’re intentional opportunities for fans to engage with the team on shared values. And it’s not just about trees; it’s about creating a healthier, more connected community. That’s a message fans can rally behind.
From a PR standpoint, this is a slam dunk (pun intended). Local partnerships feel more authentic than broad national campaigns, making it easier to earn positive media, social buzz and even attract purpose-driven sponsors. Fans aren’t just cheering for a team, they are supporting an organization that supports them back.
Other franchises should take note if they aren’t already creating these types of partnerships. Investing in local nonprofit organizations builds trust, drives engagement and helps ensure long-term fan loyalty. Today it’s trees; tomorrow it could be climate justice or youth education.
In the end, strong roots, like those planted through this partnership, create stronger teams. When a franchise reflects its community’s values, it builds something that lasts far beyond the final buzzer.
Colin Blackwell 