Riverfront Recreation Center at Julian B. Lane Riverfront Park to Undergo Transformation Ahead of the Women’s Final Four in Tampa Bay.
TAMPA, FL —The Tampa Bay Local Organizing Committee and the NCAA are excited to unveil the location for the 2025 Women’s Final Four Legacy Court beautification project: the Riverfront Recreation Center at Julian B. Lane Riverfront Park. This transformative project, presented by Dove, a brand of parent company Unilever, will transform the historic space into a premier destination for community engagement, athletic excellence, and neighborhood revitalization.
"We are extremely grateful that Unilever has once again partnered with the NCAA to create a lasting impact on our Championship communities, long after the Women’s Final Four has concluded," said Stephannnie Harvey-Vandenberg, NCAA Managing Director of External Engagement, Strategic Projects, and Special Programs. "We are excited and honored that this Legacy initiative will directly enhance capital facilities, supporting expanded youth programs and improving literacy opportunities for the children of the Tampa community.”
"This will be the marquee court in the Tampa Parks and Recreation system, serving programs city-wide,” said City of Tampa Parks & Recreation Team Supervisor Cedric Smith. “The beautification process will transform an unwelcoming building into a focal point of pride for the community. Parents and participants will feel a renewed sense of safety and excitement. This initiative will not only enhance aesthetics but also foster community engagement and improve quality of life by creating a vibrant, welcoming public space.”
Julian B. Lane Riverfront Park holds a special place in Tampa’s basketball history, serving as more than just a venue—it’s a symbol of community and athletic excellence. In the early 1980s, the park became the home of the Riverfront Summer Basketball League, a transformative initiative spearheaded by visionaries Lewis Brinson and Larry Harrison. They established a league that stood out for its high level of play, proper uniforms, and NCAA sanctioning, creating a platform where top college athletes, local legends, and scouts converged. This league became a beacon of inspiration, drawing crowds of up to 3,000 to watch electrifying performances from stars like Charlie Bradley (USF), Murray Brown (FSU), and Horace Broadnax (Georgetown).
Today, the park continues its legacy through Team Tampa Basketball, a youth mentorship and development program that uses the facility for games and tournaments. The court supports affordable, high-quality programs for over 2,000 children each year, nurturing the next generation of athletes and leaders.
With the Legacy Court beautification project, the park is poised to reclaim its status as Tampa’s premier basketball hub. The renovations honor its storied past while enhancing its future as a cornerstone for women’s and men’s grassroots basketball in the community.
“The Women’s Final Four is way more than three games and this is the perfect example of how the Championship leaves a lasting legacy in WFF host communities,” said Tampa Bay Local Organizing Committee Executive Director Claire Lessinger. “This court and beautification project will transform and instantly resurrect a historic basketball facility and community center destined to positively impact local youth and nurture the next generation.”
According to research commissioned by Dove and Nike, nearly half of girls drop out of sports by age 14 due to low body confidence. Dove co-developed Body Confident Sport — a first-of-its-kind program — to build body confidence in 11-17-year-old girls through a scientifically proven set of coaching tools.
Body Confident Sport is a self-guided, web-based tool designed to provide coaches with the knowledge and skills to create positive body image environments. The program aims to #KeepHerConfident and ensure sports can be a space where kids can thrive playing the sports they love. Body Confident Sport has undergone rigorous scientific testing and has been proven to positively impact both coaches and athletes. Topics and activities are informed by the latest research in body image, sports participation, mental health, and well-being. Programs are also reviewed and validated by coaches and athletes to ensure their relevance and effectiveness.
“Coaches play a critical role in building self-esteem in a young athlete’s life, and Dove is thrilled to be partnering with the WBCA to help these inspiring coaches support further girls on and off the field so they can thrive,” said Marcela Melero, Chief Growth Officer, Dove Personal Care North America.
Learn more and access tools to help #KeepHerConfident in sports at Dove.com/confidentsports or on social @Dove.
For more information about the Legacy Court beautification project, please contact the City of Tampa Parks and Recreation Department.
About The Legacy Project Initiative
The Legacy Project Initiative leaves a lasting footprint in the host city for the NCAA Women’s Final Four after the championship games and weeklong activities have concluded. Title sponsor Dove, which is a brand of parent company Unilever, provided essential resources and support for the renovation projects. This initiative underscores a commitment to community enhancement, creating spaces where dreams are nurtured and futures are built. By revamping the Riverfront Recreation Center and surrounding area, this project will create a space where dreams are made, memories are forged, and the community can come together in celebration of sport and unity.
About Tampa Bay Sports Commission
The Tampa Bay Sports Commission works to unite all interests in the Bay Area under one full-service approach that provides leadership and guidance for the benefit of all parties involved in the bidding and hosting process. Working in partnership with Visit Tampa Bay, our community’s convention and visitors bureau, we provide a one-stop-shop for all interested parties looking to bring their event to the Tampa Bay region.
About Dove
Dove started its life in 1957 in the US, with the launch of the Beauty Bar and its patented blend of mild cleansers and ¼ moisturizing cream. Dove's heritage is rooted in care–proof, not promises grew Dove from a Beauty Bar into one of the world's most beloved beauty brands. Real women have always been our inspiration, and since the beginning, Dove has been wholly committed to providing superior care to all, and to championing real representations of beauty in our advertising, communications, and campaigns. Dove believes that beauty is for everyone, and the Dove mission is to ensure a positive experience with beauty is universally accessible to all.
For more than 65 years, Dove has been committed to broadening narrow definitions of beauty in the work we do. This includes the 'Dove Real Beauty Pledge,' and commitment to:
Portray women as they are in real life with honesty, diversity, and respect. We feature women of different ages, sizes, ethnicities, hair color, type, and style.
Represent individuals with zero digital distortion, with all images approved by the women they feature. This includes never using AI to alter or distort real people in our marketing, advertising or campaigns.
Help young people build body confidence and self-esteem through the Dove Self-Esteem Project, the biggest provider of self-esteem education in the world with a goal to educate 250 million young people by 2030.
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