On Friday, July 17, 2026, Serviam was proud to serve as a sponsor of the Annual Rivals Cup Golf Tournament at Strawberry Farms Golf Club in Irvine through Serviam Cares, the firm’s community giving initiative. The tournament is the signature event of the Rivals United for a Kure campaign, which benefits Kure It Cancer Research, an Orange County-based nonprofit dedicated to funding the brightest minds in translational research for underfunded cancers at leading cancer centers.
Service Beyond the Courtroom: The Serviam Cares Mission
The firm’s name comes from the Latin serviam—“I will serve”—and Serviam Cares is how the firm acts on that name outside the courtroom. Through Serviam Cares, the firm supports charitable organizations and community initiatives that reflect its values of justice, public service, and compassion. As a law firm representing California’s cities, counties, and public agencies, Serviam sees the challenges facing local communities every day, and Serviam Cares reflects the firm’s belief that legal service and public service go hand in hand—and that everyone has a role to play in uplifting others.
A Community United Against Cancer
Kure It Cancer Research was founded by Barry Hoeven, founder of Westport Properties, following his 1998 kidney cancer diagnosis. Confronted with the lack of funding for research into kidney cancer and many other underfunded cancers, he built an organization to fill that gap—providing “seed money” that allows researchers to pursue innovative projects at top Comprehensive Cancer Centers. Since its founding, Kure It has raised more than $18 million for underfunded cancer research nationwide, an impact felt at leading cancer centers across the country.
The Rivals United for a Kure campaign began by uniting longtime crosstown rivals—the UCLA Bruin and USC Trojan communities—behind a common cause. To date, the campaign has raised $4.5 million and supported 34 research projects at the USC Norris and UCLA Jonsson Comprehensive Cancer Centers, keeping much of that impact right here in Southern California. This year, the tournament invited all rivalries to represent their alma maters in the battle for the cup, bringing together competitors on the course as partners in the fight against cancer. The day featured 18 holes of golf, contests, lunch, a silent and live auction, and an awards reception.
Serviam on the Course
Beyond the firm’s sponsorship, Serviam Chief Operating Officer Allison Sousae and Partner Kayla Watson volunteered at the tournament, assisting with the day’s events and cheering on the players as rival alumni squared off for the cup.
“Serviam Cares was built on the belief that service extends beyond our work for public agencies and into the communities we call home. Kure It has turned a personal battle with cancer into more than $18 million in research funding, and watching rivals set aside their colors for a common cause was a powerful reminder of what a united community can accomplish,” said Allison Sousae, Chief Operating Officer at Serviam by Wright LLP. “We are honored to play a small part in that mission.”
One out of three Americans will develop cancer in their lifetime, yet an estimated 90 percent of cancers remain underfunded. Organizations like Kure It direct dollars where they are needed most—toward researchers pursuing breakthroughs for cancers that receive little attention and even less funding. Every sponsorship, foursome, and auction bid at the Rivals Cup translates directly into research grants, with impact felt locally at Southern California’s comprehensive cancer centers and nationally through Kure It’s growing network of funded projects.
Serviam CARES: Looking Ahead
From helping children in need to honoring first responders and supporting public servants in crisis, Serviam Cares is the firm’s way of giving back to the people who give so much to others—and the Rivals Cup is one more chapter in that ongoing commitment. To learn more about Kure It Cancer Research or to support its mission, visit RivalsUnitedforaKure.org. For more information about Serviam Cares and the firm’s community involvement, contact us at Info@Serviam.Law.
