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Tuesday, 02 June 2026
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Written by Jamie Bishop
There are easier ways to raise money than organizing a basketball game between soldiers, police officers and firefighters. Easier than coordinating military leadership, city officials, nonprofits, sponsors, mascots, halftime entertainment, security logistics and thousands of tickets. Easier than trying to transform the Crown Coliseum at 1960 Coliseum Dr. into what amounts to a citywide celebration of community connection.
But easy was never really the point.
On Friday, June 12, at 7:05 p.m., the United Way of Cumberland County will debut the first-ever United Way Classic, a charity basketball showdown featuring teams from Fort Bragg and Fayetteville’s police and fire departments. Tickets are $10, and according to organizers, every dollar raised will stay in Cumberland County to support local nonprofits and community programs.
The game itself may be new, but the idea behind it has been quietly building for years.
“Probably about this time last year, we were having conversations on post and with city leaders about how we better connect people on post with resources off post,” said Scott Embry, Executive Director of United Way of Cumberland County.
Like many who live in Fayetteville long enough, Embry understands the strange geography that exists between the city and the installation beside it. Fort Bragg and Fayetteville depend on one another in countless ways, yet daily life can still feel divided by gates, schedules and separate routines.
Once service members are on post, Embry said, awareness of what exists outside those gates can become surprisingly limited.
“It’s a little bit of an ecosystem,” he said. “Sometimes there’s not as much awareness of what’s happening off post.”
The conversations eventually evolved into something bigger than outreach brochures or another formal fundraiser. Basketball entered the discussion almost naturally.
“We are a young market,” Embry said with a laugh. “Basketball is king in North Carolina. I think it just came out of this desire to collaborate and build awareness and bring people together in a way we haven’t ever done before.”
The result is what may become one of the most unexpectedly ambitious nonprofit events Fayetteville has attempted in years. The United Way Classic is not simply a basketball game. It is being built as an experience, part sporting event, part family festival, part civic celebration. Doors open at 6 p.m., nearly an hour before tipoff, and organizers are promising a packed evening that stretches far beyond the game itself.
The USO and the Cumberland County Literacy Council will host a Family Fun Zone featuring mascots from across the county. A pregame story time tied to the Dolly Parton Imagination Library will give children ages 0 to 5 a free book to take home. Fayetteville Liberty basketball players will perform skill demonstrations and a dunk contest before the opening whistle. And according to Embry, there is still much he refuses to reveal.
“If I could advertise everything that’s going to happen that night, we probably would’ve sold all 10,000 tickets already,” he said. “There are things we just can’t announce yet.”
He grinned while saying it, though he hinted repeatedly throughout the conversation that attendees should expect surprises from the national anthem to halftime performances and in-game experiences.
“People are going to consistently say, ‘Oh, I wasn’t expecting that,’” Embry said.
But beneath the entertainment sits something far more serious. Last year alone, United Way of Cumberland County served more than 23,000 active-duty military members and their families through local support services and nonprofit partnerships.
“A lot of people think if you’re a soldier, you’re automatically taken care of,” Embry said. “But younger enlisted families face many of the same struggles that young families outside the gates face.”
Food insecurity, rising costs, unstable housing and financial strain do not stop at the installation boundary. Embry said that realization became one of the emotional drivers behind the event.
“The struggle is real,” he said quietly, referencing a sermon series from his pastor. “When you’re in a season of struggle, you need help. And you need to know where the resources are.”
For United Way, the Classic became an opportunity to create awareness without centering on crisis. Rather than asking people to attend another banquet or formal campaign luncheon, organizers wanted to create something energetic, communal, and memorable.
“Words matter. Pictures matter,” Embry said. “But experiences make a lasting impact.”
That philosophy has shaped nearly every decision surrounding the event. Instead of focusing solely on fundraising totals, organizers are emphasizing participation and visibility — creating an evening where residents can encounter nonprofits, community resources and civic organizations organically while cheering on their teams.
And Fayetteville, Embry believes, was uniquely built for this type of event.
“The relationship between the military and this community created a unique opportunity,” he said.
That relationship has also fueled an unusually broad coalition of support. More than 25 sponsors and partner organizations have contributed to making the event possible, led by presenting sponsor Cape Fear Valley Health. Because sponsorship costs are covering operations, 100 percent of every ticket sold will go directly back into Cumberland County nonprofits.
“If we sell 10,000 tickets, that’s $100,000 staying right here in this community,” Embry said.
The funds will support programs connected to the United Way network, which currently helps fund dozens of local nonprofit initiatives focused on youth development, food security, housing stability and family support.
“We do not send money outside Cumberland County,” Embry emphasized. “When people support this event, they’re supporting their neighbors.”
Even the merchandise was designed with community identity in mind. Limited-edition Team Fort Bragg and Team Fayetteville shirts and hats are available online, including military-inspired minimalist designs. Embry said soldiers specifically requested these so they could wear them during physical training.
“We’re not trying to make money off merch,” he said. “We just want people to pick a team, wear their shirt and have a good time.”
Embry hopes the first United Way Classic becomes an annual tradition, though he suspects future tickets may become harder to secure once people experience the inaugural event firsthand.
“I think once people come, they won’t miss another one,” he said.
Then he paused, sounding less like an executive director and more like someone genuinely excited to see his city come together.
“When people leave that night,” Embry said, “I want them to feel hopeful. Hopeful that when a community chooses to live united, we really can do something impactful together.”
For tickets and merchandise visit https://www.unitedway-cc.org/united-way-basketball-classic.html
(Images courtesy of the Crown Complex)
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Tuesday, 02 June 2026
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Written by Katie Herring
In every community, there are selfless people who answer the call when someone is in need. Whether the emergency is medical in nature, someone’s personal safety is at risk, or there is a car accident or a fire, there are those who drop everything at a moment’s notice to rush to aid. The title we give these heroes is first responders. For the past several years, the Greater Fayetteville Chamber has hosted an event to honor those whose work often goes unnoticed. The recognition is called the Valor Public Safety Awards banquet and is held at Manna Church in September.
This year’s event is made possible by the support of presenting sponsor, Eaton Corporation, a power management company, along with other sponsors: Manna Church, Holmes Security Systems, Fayetteville Technical Community College and the Cumberland County Fire Chiefs Association. These organizations have a long history of support for police, fire and EMT personnel and their dedication extends to awarding the exceptional work done by these men and women day after day.
The Valor Public Safety Awards honor police, fire, EMT and other public safety branches in Fayetteville, Cumberland County and surrounding agencies. The awards also recognize the contribution to public safety by campus security personnel at area colleges, including Fayetteville State University, Methodist University, and FTCC.
Nominated by their organizations’ leadership, the awards honor those who have gone above and beyond the line of duty to serve their community. Some specific awards include the Awards Unit Citation, which recognizes the combined efforts of a unit, not just one individual. The Citizens Award honors a citizen for coming alongside first responders in their assistance to community members. The Award of Merit recognizes outstanding public safety work, demonstrating initiative, ingenuity and diligence in performing their duties. The Life Saving Award is given in recognition of official acts taken in a situation where an individual's life is in jeopardy.
The Valor Award is the highest award, given for valor and heroism. It is awarded in cases in which a public safety official knowingly placed themselves at risk of death or serious harm in performing an official act. The Hall of Fame honors exceptional leaders in Cumberland County in the field of public safety who have made significant contributions to their profession. Freddy L. Johnson, Sr. Leadership Award recognizes an individual that has reached the pinnacle of community leadership and service.
While the Valor Awards ceremony is limited to first responders and their guests, there is a way that the public can be involved in honoring these guardians of our community. The People’s Choice Award is for first responders nominated by members of their community. According to the Chamber staff, anyone is invited to “submit nominations for individuals working within the Police, Fire or EMS services of the City of Fayetteville, Cumberland County or Fort Bragg. Your nomination should include a firsthand account of an act of heroism or an instance where the individual went above and beyond their regular duties. Instances must have occurred between July 1, 2025 and June 30, 2026.” July 1 is the deadline for nominations, and they can be submitted at https://forms.gle/d3qUSHjaBSBmr2a29 or by emailing events@faybiz.com.
Keeping our community safe can be a thankless, even dangerous job. The Annual Valor Awards provide an opportunity for grateful citizens to show their appreciation to those who dedicate their lives to that goal.
(Photo:Photo courtesy of Greater Fayetteville Chamber's Facebook page)
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