The NBA has a new teammate, Facebook. The website’s second-highest ranking executive, Sheryl Sandberg has enlisted NBA stars LeBron James, Stephen Curry, and some of the basketball league’s other top players to convince more men to join the fight for women’s rights at home and at work. The players will deliver the message in PSAs set to air during NBA games on major TV networks over the next few months. Sandberg is hoping to persuade men that they will be better off financially and emotionally if they take more responsibility for housework and child care, while also backing equal rights for women at work. The clips featuring the basketball stars are part of a partnership to be announced Thursday between the NBA and LeanIn.org, a nonprofit group Sandberg started two years ago with the publication of a best-selling book advising women on the steps they should take to ensure they get the same opportunities as men traditionally have.
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