This article examines how a graduate sport-marketing class, at an urban university, implemented a sport-related service-learning project (Hoops Against Hunger) that provided relief to victims of Florida's 2004 hurricanes. The article describes the seven components of the project (need, participants, learning, service, publicity, evaluation, and reflection) and shows how these were implemented in three phases (project preparation, action, and evaluation), with reflection central to each phase.