The NBA champion talked to Boardroom about his recent $1 million donation to St. Louis, charity work in his hometown, his SoFi deal, and a WNBA expansion bid.
The logo for Jayson Tatum‘s eponymous foundation contains his signature and two looping lines signifying the landmark Gateway Arch of his native St. Louis. When the Boston Celtics superstar isn’t on the court hooping, Tatum is investing in The Lou’s next generation of leaders through funding camps for youth, providing basic needs through annual clothing, toy, and food drives, assisting families via scholarship funds, and a project helping single mothers as they balance childcare, education, and financial wellness.
Last week, SoFi and the Jayson Tatum Foundation‘s Generational Wealth Fund hosted financial literacy workshops in St. Louis to help nearly 100 local families move from renting to owning. He then announced he was matching SoFi’s $1 million donation toward building generational wealth in St. Louis as part of his partnership with the company, an act that powerfully resonated with him.
“St. Louis is where it all started for me,” Tatum told Boardroom. “It’s home. I wouldn’t be where I am today without the support of my family and that community, so giving back isn’t just important—it’s personal. I want young people growing up where I did to have access to the tools, knowledge, and opportunities that can change their lives. It’s bigger than basketball. It’s about creating real impact, inspiring the next generation to reach for their goals, and making sure success stories like mine aren’t the exception but something we see more of in our community.”
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In addition to SoFi’s commitment to St. Louis, its marketing campaign as the title sponsor of this week’s NBA Play-In Tournament that features the “They Shoot, You Score” promotion featuring $1 million in giveaways for fans who sign up for SoFi Plus membership with money accruing based on the number of made bank shots.
“We’re constantly looking for innovative ways to introduce people to SoFi and showcase how we can help them bank, borrow, invest, and earn more to achieve financial independence,” SoFi CMO Lauren Stafford Webb said.
After concluding the regular season Sunday with a win over Charlotte to finish with a 61-21 record, the defending champion Celtics have a week off before they begin their 2023-24 championship defense in the postseason. The six-time All-Star and Olympic champion had one of his best all-around statistical seasons, averaging career highs in rebounds (8.7) and assists (6.0) to go with 26.8 points per game. After winning the championship, Boston signed Tatum to a five-year contract extension worth an estimated $313.9 million that kicks in next season.
And while the season brought 60-plus wins for the 15th time in franchise history, longtime majority stakeholder Wyc Grousbeck and family agreed to sell the team to a group led by Symphony Technology Group managing partner Bill Chisholm for a North American sports team record $6.1 billion. While Grousbeck will stay on as governor for three years as part of the deal, Chisholm will inherit one of the most expensive rosters in league history going forward in a new apron era that prohibitively punishes the NBA’s biggest spenders, with Tatum’s contract paired with Jaylen Brown‘s five-year, $285 million extension. And considering the Celtics don’t own the TD Garden, which will turn 30 years old later in 2025, Chisholm may want to build a new arena for his new team to maximize revenue for his enormous purchase.
Boston is already building a new stadium for an expansion NWSL franchise while the city looks to attract a WNBA team of its own. That oddly puts Beantown in direct competition with Tatum, who’s part of a bid to try to bring an expansion W team to St. Louis. The project, the 27-year-old said, is a major pillar of his investment and community-building efforts.
“The city of St. Louis and investing in women’s sports are two things that I feel very strongly about,” Tatum said. “If I could help get a WNBA franchise to St. Louis, it would be the best of both worlds. I have an 11-year-old sister in St. Louis, and it would be really inspiring for her to see girls that look like her competing on that level for our hometown.”
While Tatum may spend the majority of his time in Boston, St. Louis is always on his mind and in his heart. And thanks to his success and his numerous partnerships, he’s been able to make a major difference for so many kids and families in the local area.
“Through The Jayson Tatum Foundation, we’re working together to bring financial literacy resources to families in St. Louis by helping them build a stronger foundation for the future,” Tatum said. “I appreciate the positive impact we can have in my hometown.”
