I recently had the wonderful opportunity to interview Jamia Pereira. Jamia is the Senior Program Coordinator for Project Play WNY.[1] Project Play is an initiative that works to ensure all children in Western New York have the opportunity to be active.[2]
Jamia’s role allows her to help and support the team. This includes planning events, building strong relationships with community partners, and supporting strategic initiatives on collective impact. She is able to expand on these opportunities and bring different organizations together in order to collaborate.
Jamia played sports her entire life. Her background was rooted in sports development, which led her to this position. Jamia played basketball and track, and saw first-hand the impact sports can have. Sports can physically, socially, and emotionally impact an individual. Her passion and professional experience brought her to this program.
Jamia’s work is very hands-on, and relationship driven. Her work is not just about funding and fulfilling grant requests. It is about listening to the community, and building trust and relationships. The work consists of providing solutions to the barriers that exist in the youth sport ecosystem.
Project Play WNY has a multitude of initiatives. Summer Free Play and Winter Free Play are some of the rewarding initiatives. These initiatives are two specific grant opportunities for youth sports. They help remove barriers, and allow children to play in a safe and welcoming environment. The space is supervised and children-led. They also give parents the option and opportunity to go to different locations, and have their children play for a few hours for free. Jamia considers these initiatives rewarding because she has seen over one thousand children throughout the years at Free Play programs.
An issue in youth sports is girls dropping out at an alarming rate. I asked Jamia if she had any suggestions that could help more girls stay in sports. First, she stated that she never had a female coach growing up. Jamia believes it is important for young girls to see someone who looks like them. Creating safe and inclusive environments can help girls stay in sports. Also, ensuring that these programs focus on confidence building, skill development, and having fun. Girls drop out due to body dysmorphia/body shaming, not having proper equipment, transportation, cost issues, and more. Increasing access to female coaches and role models can help girls participate in sports. This could include a referee, sports analyst, physical therapist, etc. Jamia said that someone who looks like them can help build that confidence and motivate them to stay in sports.
Jamia stated that “youth sports are about so much more than the game.” She said there is a saying: “the 10 and 0 coach.” It is not about the record and winning ten games. It is about how many of those kids are coming back to play. Jamia stated, “how many kids am I getting back to fall in love with sports altogether.” Project Play WNY focuses on “Sport for All, Play for Life.”[3] Their system helps make sports equitable, accessible, and sustainable for youth sports. Jamia said that “sports are so much bigger than playing the game.” It is important to develop these relationships that can last a life-time.
On May 9, 2026, there will be a Coaches Training event at Sahlen Field. This event is held in partnership with the Buffalo Bisons and the National Recreation and Park Association (NRPA). The Center for Healing and Justice through Sport (CHJS) and UBMD Orthopaedics and Sports Medicine will be there. CHJS is a national nonprofit organization that ensures young people and athletes have access to sports that are healing-centered.[4] They advocate for inclusivity and work to address systemic injustice.[5] UBMD will perform a CPR training session. This event can be found on Project Play WNY’s social media platforms – Instagram and Facebook.
[1] Community Foundation for Greater Buffalo, Our Team: Jamia Pereira (last visited Apr. 24, 2026) https://www.cfgb.org/about/staff/jamia-pereira/.
[2] Id.
[3] Project Play Aspen Institute, Youth Sports Playbook: Think Small (last visited Apr. 24, 2026) https://projectplay.org/youth-sports/playbook/think-small.
[4] CHJS, About Us: Who We Are (last visited Apr. 24, 2026) https://chjs.org/.
[5] Id.
Featured Image: Community Foundation for Greater Buffalo, Our Team: Jamia Pereira (last visited Apr. 24, 2026) https://www.cfgb.org/about/staff/jamia-pereira/.
Ann Marie E. Marseglia is a third-year law student at the University at Buffalo School of Law. She is pursuing a concentration in sports law and has an interest in Title IX matters. Ann Marie is a Student Attorney for the Sports Law Clinic, focusing on issues among girls and women in sports. She is also a Submissions Editor for the Buffalo Environmental Law Journal, Vice President for the Italian-American Law Students Association, and a Member of the Phi Alpha Delta Alden Chapter.
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