Clients & Partners

Athletes in Action

Since 1966, Athletes in Action (AIA) has been reaching out to athletes, coaches and sports fans throughout the world to help bring positive impact to lives. Active in more than 90 countries, AIA holds the mission of building spiritual movements everywhere through the platform of sports.

In 2017, AIA contracted Premier to help revamp a longstanding event called the Legends of the Hardwood Breakfast, held annually at the NCAA men’s Final Four. The event provides businesses and fans in the host city an opportunity to help tip-off college basketball’s biggest weekend. The event centers around the presentation of the John Wooden Keys to Life Award, which honors a member of the college or professional basketball community who lives out qualities exemplified by Coach Wooden: outstanding character, integrity, and leadership on the court, in the work place, in the home and in the community. Premier successfully combined traditional elements of the event with new features and some added glitz to elevate the experience to a new level.

Our Work

  • Legends of the Hardwood Breakfast