Brands can leverage youth sports in a smarter, more experiential way
Youth sports have always been a fertile market for brands. The traditional model would see local brands attempt to connect mostly with parents, often on the playing field and using legacy tactics. A local pizza spot or muffler shop would buy and brand uniforms, pay for a banner to be hung on the outfield fence […]
Youth sports have always been a fertile market for brands. The traditional model would see local brands attempt to connect mostly with parents, often on the playing field and using legacy tactics. A local pizza spot or muffler shop would buy and brand uniforms, pay for a banner to be hung on the outfield fence or purchase a sponsorship that would earn them a shout-out over the public address announcements at halftime. A boilerplate appeal to a highly targeted audience.
The modern brand marketing model is aimed at the athletes themselves, leveraging social media, video and online virality to deliver and reinforce brand messaging. Both the old and new strategies have value — especially for certain brands and in specific settings. But they also have dramatic limitations.
Try making inroads, for instance, against Gatorade or BodyArmor at an AAU basketball tournament with a competitor CPG brand. Some brands have not just a foothold, but a stranglehold in these spaces. For challenger brands, connecting with an audience and successfully scaling up to carve out a healthy market share in a fertile, valuable space may be viewed as a herculean task. But it doesn’t have to be.
Tactics that reach today’s youth sports market
Youth sports families are estimated to spend $600 to $3,000 per sport, per season. That adds up to a global youth sports market that, according to Statista, totaled $37.5 billion in 2022 and is expected to nearly double to $69.4 billion by 2030. The significance of any market of that size and growing at that rate should be self-evident. But because the youth sports audience is also a high-value target, challenger brands have the potential to make quick, impressive gains in market share and brand awareness in the space.
So, what’s the way forward: the old approach, or the new one? Well, neither. And both. Aspects of traditional and contemporary brand marketing strategies can — and should — apply in youth sports settings. Tactics may include displays and other on-site collateral. Email and social media campaigns may be used in conjunction with each other, perhaps deployed a bit further down the marketing funnel or customer journey. But in youth sports, nothing drives brand awareness and engagement quite like experiential marketing.
Experiential marketing and brand activations at competitions
Rather than competing for eyes and ears using standard tactics in a setting that makes for a constant battlefield of sights and sounds, brands can build their marketing into the overall youth sports experience. Brand activations literally meet athletes and parents where they’re at, appealing to a captive audience that craves engagement during tournament and event down time using demos and discoveries.
Meanwhile, youth sports athletes have proliferated as market micro-influencers — and often powerful ones. Young athletes have pull among their peers, setting fashion trends (and not only on the field or among teammates) while swaying their parents’ decision-making. And because brand activations are tactile, in-the-moment engagements that are embedded in the youth sports experience, a brand can leverage an activation to fold itself into the competition, tagging along in memories and connecting with the target audience in a way that then amplifies like nothing else.
Scaling challenger brands through youth sports
Breaking into any market as a challenger brand can make for a steep uphill climb, and it’s no different in youth sports, despite the opportunity the market presents. In addition to the robust brand competition within many product areas, the relationship with the youth sports target audience is a tricky one. Given the economic climate and financial commitment already required of youth sports, brands should be strategic in their approach.
Rather than marketing to the youth sports end user as a frequent and deep-pocketed consumer, brands would do well to focus on converting them into advocates, ambassadors and influencers. Brand activations that energize a grade-school gymnast or a teenage baseball pitcher reverberate beyond the playing field, influencing the purchasing habits of a team, a class or a school. That’s the sort of amplification a challenger brand simply can’t find elsewhere.
John Stewart is CEO at Fastbreak AI, an AI-powered sports operations platform helping professional and youth sports organizations streamline scheduling, tournaments, sponsorships and revenue generation.
City of Brawley and BPD Launch of Inaugural MLS GO Youth Soccer League | News
BRAWLEY — The City of Brawley, in partnership with the Brawley Police Department, proudly hosted the opening ceremony for the inaugural season of MLS GO, Major League Soccer’s youth soccer program, at Ed Soto Field. This landmark event marks the beginning of an exciting new chapter for youth sports in the community. MLS GO is designed to provide […]
BRAWLEY — The City of Brawley, in partnership with the Brawley Police
Department, proudly hosted the opening ceremony for the inaugural season of MLS GO, Major League Soccer’s youth soccer program, at Ed Soto Field. This landmark event marks the beginning of an exciting new chapter for youth sports in the community.
MLS GO is designed to provide an inclusive and elevated recreational soccer experience for boys and girls ages 4 to 13. The program aims to foster community engagement, promote physical activity, and instill values of teamwork and sportsmanship among young athletes.
The opening ceremony featured enthusiastic participation from local families, community leaders, and law enforcement officers. Brawley Police Department officers, serving as coaches and mentors, emphasized the department’s commitment to building positive relationships with the youth through sports.
“This initiative is more than just about soccer; it’s about community, mentorship, and providing our youth with opportunities to grow and succeed,” said Chief Jimmy Duran. “We’re excited to see the positive impact this program will have on our city’s young residents.”
The City of Brawley and the Brawley Police Department invite all community members to support and participate in the MLS GO program. For more information on registration and upcoming events, please visit the Brawley Police Department’s official Instagram or Facebook Page.
Central Valley set to host 2nd annual California Youth Soccer Cup
FRESNO, Calif. (KFSN) — It’s called the beautiful game — and come this Memorial Day weekend, the Central Valley will welcome in nearly 80 youth soccer programs for the 2nd annual California Youth Cup. The video above is from an earlier story and will be updated. The tournament will take place from May 23-26 at […]
FRESNO, Calif. (KFSN) — It’s called the beautiful game — and come this Memorial Day weekend, the Central Valley will welcome in nearly 80 youth soccer programs for the 2nd annual California Youth Cup.
The video above is from an earlier story and will be updated.
The tournament will take place from May 23-26 at three separate locations that include the Fresno State soccer stadium, Fresno City’s Ratcliffe Stadium, and the Immanuel Sports Complex in Reedley.
Tournament Director Carlos Velasco says the second edition of the tournament promises to elevate youth soccer while fostering cross-cultural connections and community pride.
Velasco tells Action News that he’s worked to bring in a world-class lineup of international you clubs, including:
FC Porto (Portugal)
Sporting Clube de Portugal (Portugal)
Juventus FC (Italy)
Athletic Club Bilbao (Spain)
Fluminese FC (Brazil)
Club Blooming Santa Cruz (Bolivia)
Club Pachuca (Mexico)
Club Atlas (Mexico)
Velasco tells Action News that age groups include 9 to 16-year-olds, with two female groups in the mix.
Fresno Mayor Jerry Dyer shared his enthusiasm for the tournament.
“Fresno is proud to welcome these talented young athletes from across the globe,” Dyer said. “We look forward to the passion they’ll bring and the connections they’ll create within the community.”
For sports updates, follow Alec Nolan on Facebook, Twitter and Instagram.
Click here to listen to this article! Micah Caster, center, recently helped sponsor new “The Dream” playground equipment in McIntosh through the nonprofit Love Your Community Youth Association. He is pictured with children from McIntosh that will benifit from the playground equipment. Micah Caster, a Division I basketball player at the University of Louisiana Monroe, […]
Micah Caster, center, recently helped sponsor new “The Dream” playground equipment in McIntosh through the nonprofit Love Your Community Youth Association. He is pictured with children from McIntosh that will benifit from the playground equipment.
Micah Caster, a Division I basketball player at the University of Louisiana Monroe, is coming home to host a free camp for young athletes in Southwest Alabama in late May.
Born and raised in McIntosh, Caster grew up surrounded by basketball. He started playing at just 3 years old with STARZ Youth Sports, and later attended Jackson schools, while his father Marcus Caster coached at Jackson High School. Although proud to wear the Aggies jersey, Caster was always torn because his mother is a graduate of McIntosh High School. His heart has always belonged to both towns.
Caster made history at Jackson High School by helping lead the Aggies to their first ever state championship in basketball. He earned honors such as 4A Player of the Year and 4A State Championship Most Valuable Player, but he remained grounded in his faith, family, and the values his hometown taught him.
Now, he is giving back.
Caster will host a free basketball skill camp on May 29 and 30 at Jackson High School. The camp is open to youth athletes from McIntosh, Jackson, Leroy, Grove Hill, Chatom, Thomasville, Mobile and surrounding areas. This is a unique chance to improve your game, connect with a Division I athlete, and be inspired through hard work and determination.
Caster recently helped sponsor new “The Dream” playground equipment in McIntosh through the nonprofit Love Your Community Youth Association. Hosting this camp is another way he is investing in the next generation of young athletes from across the region.
To register for the camp, visit https://form.jotform.com/251125115180140.
Whether you come from a big city or a small town, this camp is for you. Come ready to work hard, learn new skills, and believe in what you can become. This is not just about basketball. It is about growth, confidence and community.
Caster’s story is about more than basketball. It’s about perseverance, faith, and staying humble in life. As he continues to rise, Micah remains a shining example for young athletes everywhere: Keep God first, stay grounded, dream big, and remember never forget where you came from.
AUDIO: Ad hoc committee to pick youth sports complex location is set | WIN 98.5 Your Country | WNWN-FM | Battle Creek, MI
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Scotland football to host youth camp at Pate Stadium on Thursday, May 22
LAURINBURG —The Scotland High School Fighting Scots football program will be hosting a youth football camp on Thursday night at Pate Stadium from 6 p.m. to 7 p.m. The event will be hosted by Head Coach Richard Bailey and his staff. The camp will be free and is open to students between the ages […]
LAURINBURG —The Scotland High School Fighting Scots football program will be hosting a youth football camp on Thursday night at Pate Stadium from 6 p.m. to 7 p.m. The event will be hosted by Head Coach Richard Bailey and his staff. The camp will be free and is open to students between the ages of seven and 14.
The camp will take place after the Scots hold a practice for the returners on the team. It will be an open practice at the stadium from 5 p.m. to 5:30 p.m.
The Scots as a team went 7-6 overall (3-3 in conference games) during the 2024 season and were able to advance to the third round of the 3A NCHSAA state playoffs for the second consecutive season. In addition to their playoff victory over Union Pines, they picked up a playoff victory against Terry Sanford before falling to top seeded Havelock.
Scotland will begin their 2025 season on Friday, Aug. 22 at home against Dillon. Under the remade conferences with the North Carolina state realignment, the Scots’ new conference opponents for 2025 will be Gray’s Creek, Terry Sanford, Purnell Swett, Lumberton and Cape Fear.
Their first matchup against any of those teams will be on the road on Friday, Oct. 3 at Gray’s Creek. Their final five games of the 10-game regular season will be against those five opponents.
Youth Soccer Athletes Competed And Were Recognized
Several elementary and middle schools played soccer under the umbrella of the Boys and Girls Club of Burbank and Greater East Valley and just had a year-end banquet. (Photo courtesy Mike Graceffo) By Rick Assad Through tragedy and grief comes healing and hope as the Boys and Girls Club of Burbank and Greater East Valley […]
Several elementary and middle schools played soccer under the umbrella of the Boys and Girls Club of Burbank and Greater East Valley and just had a year-end banquet. (Photo courtesy Mike Graceffo)
By Rick Assad
Through tragedy and grief comes healing and hope as the Boys and Girls Club of Burbank and Greater East Valley Athletic Director, Jay Jackson, who passed away last year, but before he did, started a youth soccer program.
After Jackson’s passing, that program’s torch was handed off to Mike Graceffo, who has been a fixture in the city for five decades.
“Unfortunately, tragically, Jay passed away last July. I took over the position of athletic director in August,” said Graceffo, who graduated from Burroughs High and has been a longtime coach at many different levels and has also been inducted into the Burbank Athletic Walk of Fame. “Our CEO Shanna Warren was very adamant that not only do we continue to carry on this program, but that we take it to another level.”
And with the assistance of so many other people it has done just that and more and has also continued Jackson’s vision.
“With the help of our Director of Impact Rashawn Morris, our Curriculum Manager Brandon Baker, and our Athletic Coordinator Justin Waters, we were able to extend the program to 11 of our Boys and Girls Club school sites, eight Burbank elementary sites and three Burbank middle school sites,” Graceffo said.
There were about three or four seasonal matches held at several Burbank Unified School District schools and saw Bret Harte win the elementary school title defeating Jefferson and Luther beating Muir to claim the middle school title.
Soccer is called the beautiful game, and it was for numerous young athletes from first through eighth grades. (Photo courtesy Mike Graceffo).
The match sites included elementary schools Stevenson, Miller, McKinley, Jefferson, Bret Harte, Edison, Roosevelt and Emerson and middle schools John Muir, Dolores Huerta and Luther.
A year-end recognition banquet was held recently as 120 youngsters ranging from first grade through eighth grade enjoyed the festivities.
“I feel the kids got a lot out of this program. They got a sense of belonging, being on a team, school pride and spirit, having fun, teamwork, and learning about good sportsmanship,” stated Graceffo of the youngsters who played soccer this season. “The program culminated with the initial Boys and Girls Club United Soccer banquet. It was held at our Boys and Girls Club last Thursday evening.”
Graceffo then added: “Parents and participants were allowed to attend. We offered Santoro’s sandwiches, pizza, cake, water and soda. Every athlete received a medal and a T-shirt,” he explained. “All participants that attended were introduced and were able to watch a really cool highlight video produced by our Rashawn Morris. We had over 110 people in attendance. It was an unforgettable evening. A great time was had by all.”
Sports is certainly about competition at every level and in the end of the campaign a champion is crowned.
But sports are also something that brings people together and is challenging and fun and, in many instances, can be a learning opportunity for those involved.
Sports is also a healer of sorts as evidenced after natural disasters like the recent wildfires in Southern California, tornadoes in the Midwest and hurricanes in the South.
