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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 […]

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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.



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Butte Central legend Dougie Peoples gives back with youth basketball camp

BUTTE, Mont. — He’s a state champ, he’s a national champ, but most importantly, he’s the Peoples champ. Butte Central legend Dougie Peoples is giving back to the next generation with a youth basketball camp in the Mining City. “We work on really all things basketball. And I make sure that they try and use […]

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He’s a state champ, he’s a national champ, but most importantly, he’s the Peoples champ.

Butte Central legend Dougie Peoples is giving back to the next generation with a youth basketball camp in the Mining City.

“We work on really all things basketball. And I make sure that they try and use the correct fundamentals. So we’re really working on the fundamentals. I tell them it’s not if you make a shot or not, it’s if you do it right. We want to do it right right now so then we can eventually start making shots more consistently,” said Dougie Peoples, the 2022-23 Montana Gatorade Player of the Year and 2021-22 state class A champion. “It’s been a lot fun, and I think I have more fun than these guys do.”

This is the third-year Peoples has hosted the Dougie’s Dribblers Camp, an opportunity for area kids aged 7 and up to fine tune their skills and have a bit of fun as well.

“I just got the idea to put it on social media that I’ll do lessons with kids and then it just kind of transformed into this. So, it’s great. Now, I have public school kids, I’ve got kids from Philipsburg, Anaconda, Deer Lodge. It’s great,” said Peoples, who is entering his junior season at the College of Idaho.

Giving back to Butte is vital for Peoples. He gave the Mining City a shoutout after winning the NAIA national title last season, and his college teammates joke that he always brings up his hometown.

“I’m seriously so grateful for Butte and thankful. The Butte community is amazing, there’s really nothing like Butte, so it’s just awesome,” said Peoples.

Peoples knows how much the youth in Butte live and breathe hoops, as he was once in their shoes. He remembers getting up early in the summer to attend Bernie Boyle’s camps at the KCAC. Now, Boyle’s grandchildren are learning from Peoples.

“I remember I’d get up at 5 in the morning for KCAC basketball and I’d be asking my parents when it was time to go. So, I hope that these kids are excited to come up here and they have fun, and I try to make it a fun environment where they’re also learning. But yeah, I remember that as a kid, I would live for KCAC basketball, so it’s awesome. Hopefully, I can just have a small part in these guys careers,” said Peoples.

And although the environment at the camp is relaxed, it can get competitive, and there are some kids with serious skills blossoming on the court.

“It’s cool, the kids that I’ve worked with for the past two years, to see their growth over the past two years, and then see them now in their third year with me. It’s great and I can’t wait to watch these guys grow up, too, and be high school players,” said Peoples. “I’m really excited to just watch their growth and I’m really impressed with everybody. And it’s cool to see, in Butte, I’ve never seen the passion for the game that these kids have. And it’s so many of them that are coming (to this camp).”

Keeley Bake, a 1,000-point scorer at Montana Tech, and Butte Central grad and Miles Community College commit Owen McPartland, are giving peoples a helping hand as volunteer instructors.

“I know Dougie has been doing this for a couple of years now and the kids love it. I’ve just been missing getting in the gym, he texted me the week, and I figured I’d give him a helping hand,” said Bake. “When your playing career is over, being able to share experiences and be a little bit of an inspiration for a little kid, no matter the age, is pretty special.”

“It’s awesome to have Keeley. He was so successful at Montana Tech and all these kids; they look up to him because they watch him play in the games. It’s really cool that he offered to come help. And Owen is great too, I’m excited for Owen to go to Miles City, that’ll be awesome. And all these kids watched Owen in high school, too. Some of (the campers) maybe forget about me because I’m not around very much, so it’s nice that these two are there, they can trust these guys,” joked Peoples.

Also helping with the camp is Peoples younger brother Ryan, who will be a senior at Butte Central come the fall.

“He’s worked with me the past two years, so he’s great at this,” said Peoples.

About 80 kids are participating in total, and the camp resumes in July as Peoples has duties back in Caldwell to attend to in the meantime. And Peoples is ready to continue building his on-court legacy as his junior campaign at the College of Idaho looms.

“The standard at C of I is to go and win a national championship every year. That’s definitely what we’re working toward and what we want to accomplish. The standard is set, and we want to keep it there. It’ll be really fun and it’s a really nice winning atmosphere and environment over there. We have really great culture. So, hopefully we can have really great success next year,” said Peoples.



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Woodfin announces a half-million-dollar plan for Birmingham youth sports

Birmingham Mayor Randall L. Woodfin today announced the formation of the Birmingham Youth Sports League, a new initiative aimed at enriching the lives of young people through athletic training, mentoring and academic support. “This is a chance for Birmingham to support and enhance the youth sports experience across our city,” said Mayor Woodfin. “We’re not […]

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Birmingham Mayor Randall L. Woodfin today announced the formation of the Birmingham Youth Sports League, a new initiative aimed at enriching the lives of young people through athletic training, mentoring and academic support.

“This is a chance for Birmingham to support and enhance the youth sports experience across our city,” said Mayor Woodfin. “We’re not just building athletes, we’re building character, community, and opportunity.”

The city plans to invest $500,000 in the program, he said. “This is not just seed money from the city,” Woodfin said. Corporate sponsors will make it a public-private partnership, he said. “We’re grateful for the private sector (support),” Woodfin said.

Broadening the availability of youth sports programs was one of the recommendations of the Birmingham Crime Commission earlier this year as a way of reducing crime.

“There’s probably nothing better than sports that teaches teamwork, that teaches trust, teaches communication and all these things we want for our child and children,” Woodfin said.

“The battle for the future of our city begins with our youngest members,” said Birmingham City Council member Clinton Woods.

“I know what it can mean for young people staying on track, young people staying out of trouble, young people building confidence, understanding how to overcome adversity,” Woods said.

The league launches this summer with football and cheerleading, and will expand to include basketball, baseball, softball, and soccer in future phases. Official launch dates for additional sports will be announced at a later date.

The league will focus on providing life skills, conflict resolution strategies, and academic mentorship to participating youth.

This pilot project represents a citywide commitment to investing in Birmingham’s next generation through positive engagement and structured activities. It also builds on recent efforts to revive city-run youth engagement programs like the Police Athletic Teams (P.A.T.) by the Birmingham Park and Recreation Board and Birmingham Police Department. The independent Birmingham Crime Commission highlighted the importance of such programs in its January 6, 2025, report recommending “reinvest in mentorship, education, and diversion programs to reduce juvenile crime and foster positive relationships. Re-implement the Police Athletic Teams (P.A.T.) and other proven youth engagement and mentorship partnerships.”

The league will be led by a governing team that includes an advisory team, commissioner, assistant commissioner, and operations directors for each sport, with coordination from the Mayor’s Office, Birmingham Park and Recreation, and the Department of Youth Services.

For more information or to get involved, visit the web site: www.birminghamal.gov/youthsports.

Birmingham launches youth sports league

Birmingham City Council member LaTonya Tate, right, talks to Mayor Randall Woodfin on the playing field at Legion Field on June 13, 2025. (Photo by Greg Garrison/AL.com)ggarrison@al.com



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Umps Care Charities teams up with MLB Together for national campaign to curb abuse of sports officials in youth sports

UMPS CARE Charities – the official philanthropy of the Major League Baseball Umpires – is proud to announce that it has teamed up with MLB Together for a national campaign with a goal of curbing physical and verbal abuse directed at sports officials in youth sports. The campaign includes a public service announcement, created with […]

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UMPS CARE Charities – the official philanthropy of the Major League Baseball Umpires – is proud to announce that it has teamed up with MLB Together for a national campaign with a goal of curbing physical and verbal abuse directed at sports officials in youth sports.

The campaign includes a public service announcement, created with the input of Major League Baseball Umpires, UMPS CARE Charities and MLB Together. MLB Together is baseball’s social responsibility platform to make change off the field in communities. Together with Clubs, Players, and fans, MLB encourages the public to get involved in their communities.

“We are thrilled to have the continued support of Major League Baseball and the MLB Umpires for this important campaign to stop verbal and physical abuse against umpires in youth sports,” said Jennifer Skolochenko-Platt, Executive Director of UMPS CARE Charities. “There is a huge crisis in youth sports with a national shortage of sports officials, largely because of the abuse directed toward them from players, coaches and parents. MLB Umpires are committed to using their role at the top level of baseball to support umpires and officials at all levels.”

“MLB Together is proud to support the outstanding work of the Major League Umpires and to shine a light on the significant role that youth umpires and other officials have in bringing kids into baseball, softball and all sports,” April Brown, MLB’s Senior Vice President for Social Responsibility, said. “Umpires are at the center of providing fairness, order and an environment of respect – and all sports officials deserve exactly that from their communities in return. We want all kids to learn these important life values through their participation in baseball and softball.”

In a 2023 NASO survey of 35,813 sports officials, nearly 69 percent cited a deterioration in sportsmanship as a major concern, nearly a 10-percentage point increase from similar responses in a 2017 survey. More than 40 percent of the 2023 respondents cited unruly parents attending youth sporting events as the biggest problem.

In addition to a public service announcement for this campaign, UMPS CARE and MLB Together have created a webpage encouraging fans to “take the pledge” to support better behavior at baseball games. The pledge includes a post that fans can share on social media to engage friends and family to do the same. To take the pledge, click UmpsCare.com/pledge

“UMPS CARE Charities was founded in 2006 through the compassion of the Major League Baseball Umpires to give back to the communities in which we work,” said MLB Umpire DJ Reyburn, who is a board member of the charity. “We know there is a national shortage of sports officials, and the MLB Umpires want to show their public support for sports officials at all levels of the game. Verbal and physical abuse of umpires is not OK.”

Recognizing the uptick in verbal and physical abuse of sports officials nationwide, UMPS CARE launched it newest initiative in 2021. The Official Leadership Program is a free 6-week course for teens that teaches umpiring mechanics on the field and leadership skills in the classroom. Graduates get the opportunity to meet MLB Umpires in special meet and greets before Major League games.

For more information and for umpire resources in the community, click UmpsCare.com/pledge



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Connect AFC Summer Camp Kids Host Car Wash Fundraiser to Support Local Families in Need

Connect AFC Summer Camp Kids Host Car Wash Fundraiser to Support Local Families in Need – MySaline MySaline.com • [email protected] Use the search blank above or visit the menu below. Link 2

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City of Birmingham Announces Youth Sports League

Birmingham Mayor Randall L. Woodfin today announced the formation of the Birmingham Youth Sports League (BYSL) – a new initiative aimed at enriching the lives of young people through athletic training, mentorship, and academic support.   “This is a chance for Birmingham to support and enhance the youth sports experience across our city,” said Mayor […]

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Birmingham Mayor Randall L. Woodfin today announced the formation of the Birmingham Youth Sports League (BYSL) – a new initiative aimed at enriching the lives of young people through athletic training, mentorship, and academic support.

 

“This is a chance for Birmingham to support and enhance the youth sports experience across our city,” said Mayor Woodfin. “We’re not just building athletes, we’re building character, community, and opportunity.”

 

The league launches this summer with football and cheerleading, and will expand to include basketball, baseball, softball, and soccer in future phases. Official launch dates for additional sports will be announced at a later time.

 

The mission of BYSL is rooted in the CEETA standard: character, excellence, equity, teamwork, and accountability. In addition to athletic training, the league will focus on providing life skills, conflict resolution strategies, and academic mentorship to participating youth.

 

This pilot project represents a citywide commitment to investing in Birmingham’s next generation through positive engagement and structured activities. It also builds on recent efforts to revive city-run youth engagement programs like the Police Athletic Teams (P.A.T.) by the Birmingham Park and Recreation Board and Birmingham Police Department. The independent Birmingham Crime Commission highlighted the importance of such programs in its January 6, 2025, report recommending “reinvest in mentorship, education, and diversion programs to reduce juvenile crime and foster positive relationships. Re-implement the Police Athletic Teams (P.A.T.) and other proven youth engagement and mentorship partnerships.”

 

The league will be led by a governing team that includes an advisory team, commissioner, assistant commissioner, and operations directors for each sport, with coordination from the Mayor’s Office, Birmingham Park and Recreation, and the Department of Youth Services.

 



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Lancaster County police probe $19K sportswear theft

East Hempfield Township Police are investigating the suspected theft of a box containing 783 articles of clothing that occurred sometime in April. MANHEIM, Pa. — Police in Lancaster County are trying to determine who stole nearly $19,000 worth of clothing from a sports complex in East Hempfield Township. According to East Hempfield Township Police, the […]

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East Hempfield Township Police are investigating the suspected theft of a box containing 783 articles of clothing that occurred sometime in April.

MANHEIM, Pa. — Police in Lancaster County are trying to determine who stole nearly $19,000 worth of clothing from a sports complex in East Hempfield Township.

According to East Hempfield Township Police, the theft occurred sometime between April 18 and April 19 at Spooky Nook Sports, located on the 2900 block of Spooky Nook Road.

The victim was a representative from MADE Hoops, a youth basketball organization, who reported the theft on May 30. 

A box containing 783 articles of clothing that was stored in the complex was taken by an unknown person or persons, the victim told police. 

The total estimated value of the clothing was $18,992, police said.

The incident remains under investigation.



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