In a groundbreaking move to strengthen community connections, the Niagara River Lions have announced their first-ever Brand & Community Ambassador program. Team captain Kimbal Mackenzie has been named as the inaugural ambassador, with the announcement made on March 19, 2025.
The innovative program aims to bridge the gap between the basketball team and the Niagara region. Mackenzie will represent the River Lions at community events, engage with fans, and promote the team’s values throughout the area.
“We’re excited to have Kimbal as our first Community Ambassador,” said a team spokesperson. “His leadership on the court and commitment to community service make him the perfect choice for this role.”
As ambassador, Mackenzie will participate in youth basketball clinics, attend local functions, and serve as a liaison between the team and community partners. He’ll visit schools, host meet-and-greet sessions with fans, and support charitable initiatives across the region.
Mackenzie brings valuable experience to the position. As team captain, he’s demonstrated strong leadership qualities and has been actively involved in volunteer work. His reputation in the local basketball scene makes him a respected figure who embodies the River Lions’ values.
The program has several key objectives, including increasing youth participation in basketball, building stronger connections with local businesses, and enhancing the team’s presence at community events. The ambassador will receive paid $3,000 for their participation in the program from April through October.
Success will be measured by tracking community event attendance, youth program enrollment, social media engagement, and feedback from partners.
Looking ahead, the River Lions plan to expand the ambassador program in coming seasons. Future plans include adding multiple ambassadors, developing mentorship programs for young athletes, and extending the program’s reach to all 12 municipalities in the Niagara region.
The Community Ambassador program represents the River Lions’ ongoing commitment to community engagement and their desire to make a positive impact beyond the basketball court. The initiative positions the team as a leader in community outreach within the Canadian Elite Basketball League.
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