As day two of the two-day Ironman Roller Hockey Tournament at the Central Coast Sports Arena began Sunday, CCSA co-owner Tobin Flamm greeted spectators enthusiastically.
“How are you?,'” Flamm said to a parent. Flamm then turned to a youngster and said, “Good to see you!”
Early on during the adult session of the two-day tournament, Flamm said, “This tournament has been going on for 10-plus years, and this is the biggest turnout we’ve ever had. We’ve had a total of 32 teams, 12 in the youth tournament and 20 in the adult tournament.
“Teams from all over have come for the tournament. We have teams from the Central Coast, Phoenix, Fresno, San Jose. Although the youth and adult division players are mostly male, both are coed divisions.”
Annual Ironman Roller Hockey Tournament returned to the Central Coast Sports Arena in Santa Maria | Photos
Flamm co-owns the Central Coast Sports Arena, which is part of the Santa Fairpark, with his mother Lori Flamm.
“I’ve been a part of the CCSA since 1994, when I was four years old,” Tobin Flamm said.
“Absolutely, the best part of these tournaments is the camaraderie. It brings the community together.”
Players compete Sunday in the adult divisions during the annual Ironman Hockey Tournament in Santa Maria.
Randy De La Peña, Contributor
“CCSA: Hockey without the ice,” a poster on a wall in the CCSA says, and the CCSA has an extensive public roller hockey program.
“I’ve been playing here for about 15 years,” said Luke Vlassis, after his Pivoteers team defeated CD’s Pucks 6-1 in an adult Bronze/Silver Division game in a match-up between two Central Coast teams Sunday. “It’s great, and the owners are awesome people.”
Vlassis said, “The competition, camaraderie and exercise are the big reasons I play roller hockey,” said Vlassis. “It’s good exercise, and it’s the only exercise I get outside of work.”
Tobin Flamm said the CCAA roller hockey rink is 170 feet long by 70 feet wide.
“It’s eight feet short of being standard size, but it’s within regulation,” Flamm said.
“Ventura teams dominated the youth division,” Flamm said. “Ventura 10-and-under, 12-and-under and 14-and-under teams won age division championships. A San Luis Obispo team won the eight-and-under championship.”
On the second day, it was the adults’ turn. Adult divisions included Bronze, Silver, Gold and Platinum Divisions.
A team member watches as teams compete Sunday during the Ironman Hockey Tournament in Santa Maria.
Randy De La Peña, Contributor
“The Platinum Division is the highest division here,” said Flamm. “It’s one division below professional. We’ve had professional division roller hockey teams come out to play here.”
Central Coast Le’ Blakewell snapped a 2-2 tie in the last two minutes and edged the Phoenix Fleas 3-2 to win the Platinum Division championship and $1,000 in prize money.
Ironman Tournament Adult division games consisted of 12 minutes, with no halftime breaks or breaks between games. Players kept the puck moving briskly on the CCAA floor.
Corey Thaggard scored late in a Bronze/Silver Division game for the Santa Maria Ortagels, and the Ortagels salvaged a 1-1 tie against the Valley Heat from Fresno.
“I’ve been playing roller hockey for 32 years,” said Thaggard. “That’s the great part about roller hockey. It’s indoors, so you can play it all year long.
“This is a pretty good rink,” said Thaggard. “It has real boards, real plexiglass, the puck moves good on the floor.”
Cal Poly student Savannah Varney helped work the Ironman Tournament Sunday and helped promote it. Varney was in her last day of a three-month internship at the CCAA Sunday.
“I hope to become a sports event planner, and my dream job is to be an event planner for an NFL team,” Varney said. “This event has been a lot of fun. I’ve gotten a lot out of it.”
Thaggard lives and works in Santa Maria though, “I play roller hockey all over,” he said.
“The competition and camaraderie are the main reasons I play roller hockey,” Thaggard said. “It’s better than sitting at home all day looking at the internet, in my opinion.”
Annual Ironman Roller Hockey Tournament returned to the Central Coast Sports Arena in Santa Maria | Photos
Dick’s Sporting Goods executives shared key details about the company’s strategic playbook for 2026 at this week’s Morgan Stanley Global Consumer & Retail Conference in New York. Lauren Hobart, president and CEO of Dick’s Sporting Goods, Ed Stack, executive chairman, and Navdeep Gupta, executive VP and CFO shared details on Wednesday about the Foot Locker turnaround since acquiring it earlier this year, how Dick’s plans to expand its retail footprint and
Dick’s Foot Locker Turnaround Plans
Stack elaborated on his recent comments about the Foot Locker acquisition on Dick’s Sporting Goods’ third-quarter earnings call, repeating that Foot Locker had strayed from “retail 101” in recent years.
“The most misunderstood aspect of this is how simple this turnaround is — not that it’s not hard work, but we know exactly what we need to do,” Stack said. “We know exactly how we need to do it. We know exactly who’s going to do it. We know exactly who’s going to partner with us on it,” he said, adding that major brand partners are eager to see a “stable, growing, viable, predictable Foot Locker.”
The immediate focus is on “cleaning out the garage,” clearing old inventory in the fourth quarter to set the stage for a fresh start in 2026. The new management team, led by former Nike executive Anne Freeman, will have its first major impact on product assortment during the back-to-school season next year, which is when the company expects to see progress.
“Some people have asked, ‘so why not better in Q1 and Q2?’ Well, we hope it’s going to be better in Q1 and Q2, but our team did not buy the product for Q1 and Q2,” Stack said. “The product that’s going to be coming in was bought by a previous management team. Most of them are not here any longer. And the first time that we were able to touch and build the assortment for what Foot Locker is going to look like is in the back-to-school time.”
To test its new approach, Dick’s is bringing its “operational excellence” to Foot Locker, with a focus on 11 Foot Locker stores, Hobart said. The new layout features roughly 30% fewer SKUs and a more organized presentation that highlights key franchises. Apparel has also been reintroduced, and early results are promising. “We see some real green shoots that we’re really excited about,” Stack said.
Pre-COVID, Foot Locker’s international business was very profitable, Stack said. But in recent years, the international side lost significance as the EMEA reporting structure shifted, moving from operating independently to reporting to a counterpart in the U.S. Matthew Barnes, the former CEO of Aldi grocery in the U.K., will now run the European business. So far, the North America turnaround is moving more quickly than EMEA, but Europe is not far behind, Stack said.
House of Sport Tweaks and Retail Expansion
While Hobart couldn’t share details about Black Friday results, she said Dick’s is enthusiastic about the holiday season to come.
The House of Sport concept remains a central pillar of Dick’s growth strategy, with a target of opening 75 to 100 of the large-format, experiential stores. These locations have allowed Dick’s to secure prime real estate in high-performing malls that were previously inaccessible, Stack said.
The concept is also a testing ground for new ideas. For example, the success of a collectibles and trading card section, in partnership with Fanatics, is being rolled out to other stores. The stores are also proving to be an effective entry point for new brand partners like Gymshark, which is currently in 12 House of Sport locations. Hobart explained that the format allows new brands to “get comfortable with us, they build the trust, and we can continue to roll.”
The learnings from House of Sport are being applied to more traditional “Field House” stores, creating a flywheel of innovation across the company’s retail footprint.
A Different Approach to Business
Throughout the discussion, the executives stressed that Dick’s current success is a result of doing things differently than it had in the past. This transformation has been guided by four key pillars: elevating the athlete (customer) experience, focusing on the teammate experience, building the brand, and delivering differentiated products.
“Our vision is to be the best sports company in the world,” Hobart said. This broader vision has pushed the company beyond the confines of traditional retail with initiatives like the Game Changer app, a scoring and stat platform for youth sports that now has 9 million unique users. The app not only creates a direct connection with young athletes and their families — who are the company’s most loyal customers — but also forms the basis of a growing media network.
Looking ahead, Dick’s is preparing for a series of major sporting events in the U.S., including the 2026 FIFA World Cup and the 2028 Los Angeles Olympics. Stack believes the World Cup will be “the biggest sports moment this country’s ever had,” and Dick’s is positioned to be at the center of it, he said.
Kate Robertson can be reached at kate@shop-eat-surf-outdoor.com.
Positive Coaching Alliance launched the Lee Corso Legacy Fund to honor the former college football coach and ESPN analyst’s commitment to positive youth sports experiences
The fund will establish the Lee Corso Legacy Award recognizing coaches who use sports to teach life lessons and build character in young athletes
PCA board member and Tallen Capital Partners CEO Terry Tallen, a former player under Corso at Indiana University, provided the lead gift and is challenging others to match his donation
The initiative extends PCA’s reach beyond its current impact of more than 20 million youth across all 50 states and partnerships with over 3,500 schools and organizations
Contributions can be made at positivecoach.org/lee-corso-legacy-fund
Expanding PCA’s Coaching Education Mission
Positive Coaching Alliance announced the creation of the Lee Corso Legacy Fund, a new initiative designed to advance the organization’s work in transforming youth sports culture through coaching education and resources. The fund honors Corso’s decades-long advocacy for positive coaching methods that prioritize character development alongside athletic skill.
The fund will support PCA’s provision of training and resources for coaches, parents, and athletes. These programs focus on fostering sportsmanship, character development, and what the organization describes as “joy in play” for young participants.
New Award to Recognize Coaching Excellence
A central component of the fund is the establishment of the Lee Corso Legacy Award. The award will recognize coaches who demonstrate Corso’s philosophy that sports serve as a vehicle for teaching life lessons and developing confident, resilient young people.
“I’m deeply honored that the Positive Coaching Alliance is creating the Lee Corso Legacy Award to support youth sports,” said Corso. “Promoting youth sports has been a lifelong passion of mine. I have always believed that positive, encouraging coaching is the best way to motivate and inspire our youth.”
Corso, who built his coaching career before becoming one of college football’s most recognizable television personalities at ESPN, credited Terry Tallen for introducing him to the organization. Tallen, who played under Corso at Indiana University and served as co-captain of the team’s Holiday Bowl Championship squad, now sits on PCA’s board and serves as CEO of Tallen Capital Partners.
Lead Donor Issues Challenge to Sports Community
Tallen provided the fund’s lead gift donation and issued a public challenge to football fans, former players, and youth sports supporters to match his contribution. The funding structure aims to leverage Corso’s network and influence in college football to generate sustained support for PCA’s coaching development initiatives.
“I’m so proud of the Positive Coaching Alliance for expanding its mission by creating this fund and honoring one of college football’s greatest coaches, sportscasters and my longtime friend and mentor, Coach Lee Corso,” Tallen said. “I’m thrilled to kick off its funding with a significant lead gift donation and challenge my fellow football friends, fans and youth sports supporters to match my gift.”
The appeal positions the fund within both the college football community and the broader youth sports sector, targeting supporters familiar with Corso’s visibility in sports media and his coaching legacy.
Access and Equity in Youth Sports Coaching
PCA CEO Jason Sacks framed the fund within the organization’s commitment to ensuring access to quality coaching across different economic and social backgrounds. The fund’s structure supports the organization’s stated goal of providing positive sports experiences to every young person, regardless of circumstance.
“Coach Corso’s impact on generations of athletes, fans, and families goes far beyond the field,” Sacks said. “His legacy reminds us that when coaches lead with positivity, integrity, and love for the game, they shape lives. The Lee Corso Legacy Fund ensures that spirit will continue to inspire coaches and athletes for years to come.”
PCA currently operates partnerships in all 50 states and works with more than 3,500 schools and organizations. The organization reports reaching more than 20 million youth through its programs.
Strategic Implications for Youth Sports Development
The fund’s launch represents PCA’s continued focus on coaching quality as a lever for improving youth sports outcomes. By attaching Corso’s name and profile to the initiative, PCA gains access to college football networks and potential donor bases that may not typically engage with youth sports nonprofits.
The matching gift challenge from Tallen creates a fundraising mechanism designed to multiply initial contributions and build momentum for sustained support. The structure suggests PCA is positioning the fund for long-term growth rather than as a one-time campaign.
For coaches and youth sports organizations, the Lee Corso Legacy Award may provide recognition for practitioners who prioritize character development and positive athlete experiences. The award criteria, when released, will likely reflect PCA’s established coaching principles and could influence how coaching effectiveness is measured and celebrated in youth sports settings.
Supporters interested in contributing to the Lee Corso Legacy Fund can visit positivecoach.org/lee-corso-legacy-fund for more information.
via: Positive Coaching Alliance / MS
YSBR provides this content on an “as is” basis without any warranties, express or implied. We do not assume responsibility for the accuracy, completeness, legality, reliability, or use of the information, including any images, videos, or licenses associated with this article. For any concerns, including copyright issues or complaints, please contact YSBR directly.
About Youth Sports Business Report
Youth Sports Business Report is the largest and most trusted source for youth sports industry news, insights, and analysis covering the $54 billion youth sports market. Trusted by over 50,000 followers including industry executives, investors, youth sports parents and sports business professionals, we are the premier destination for comprehensive youth sports business intelligence.
Our core mission: Make Youth Sports Better. As the leading authority in youth sports business reporting, we deliver unparalleled coverage of sports business trends, youth athletics, and emerging opportunities across the youth sports ecosystem.
Our expert editorial team provides authoritative, in-depth reporting on key youth sports industry verticals including:
Sports sponsorship and institutional capital (Private Equity, Venture Capital)
Youth Sports events and tournament management
NIL (Name, Image, Likeness) developments and compliance
Youth sports coaching and sports recruitment strategies
Sports technology and data analytics innovation
Youth sports facilities development and management
Sports content creation and digital media monetization
Whether you’re a sports industry executive, institutional investor, youth sports parent, coach, or sports business enthusiast, Youth Sports Business Report is your most reliable source for the actionable sports business insights you need to stay ahead of youth athletics trends and make informed decisions in the rapidly evolving youth sports landscape.
Join our growing community of 50,000+ industry leaders who depend on our trusted youth sports business analysis to drive success in the youth sports industry.
Stay connected with the pulse of the youth sports business – where industry expertise meets actionable intelligence.
Sign up for the biggest newsletter in Youth Sports – Youth Sports HQ – The best youth sports newsletter in the industry
Follow us on LinkedIn
Follow Youth Sports Business Report Founder Cameron Korab on LinkedIn
Are you a brand looking to tap into the world’s most passionate fanbase… youth sports?
Introducing Play Up Partners, a leading youth sports marketing agency connecting brands with the power of youth sports. We specialize in youth sports sponsorships, partnerships, and activations that drive measurable results.
About Play Up Partners
Play Up Partners is a leading youth sports marketing agency connecting brands with the power of youth sports. We specialize in youth sports sponsorships, partnerships, and activations that drive measurable results.
Why Sponsor Youth Sports?
Youth sports represents one of the most engaged and passionate audiences in sports marketing. With over 70 million young athletes and their families participating annually, the youth sports industry offers brands unparalleled access to motivated communities with strong purchasing power and loyalty.
What Does Play Up Partners Do?
We’ve done the heavy lifting to untangle the complex youth sports landscape so our brand partners can engage with clarity, confidence, and impact. Our vetted network of accredited youth sports organizations (from local leagues to national tournaments and operators) allows us to create flexible, scalable programs that evolve with the market.
Our Approach
Every partnership we build is rooted in authenticity and value creation. We don’t just broker deals. We craft youth sports marketing strategies that:
Deliver measurable ROI for brand partners
Create meaningful experiences for athletes and families
Elevate the youth sports ecosystem
Our Vision
We’re positioning youth sports as the most desirable and effective platform in sports marketing. Our mission is simple: MAKE YOUTH SPORTS BETTER for athletes, families, organizations, and brand partners.
Common Questions About Youth Sports Marketing
Where can I sponsor youth sports?How do I activate in youth sports?What is the ROI of youth sports marketing?How much does youth sports sponsorship cost?
We have answers. Reach out to info@playuppartners.com to learn how Play Up Partners can help your brand navigate the youth sports landscape.
Youth sports organizations: Interested in partnership opportunities? Reach out to learn about our accreditation process.
Text to speech audio articles made possible by CAST11 Talking Glass Media
The goal is simple: Gambling in Arizona is 21+, and staying informed keeps young people safe.
The Arizona Department of Gaming (“ADG”) and its Division of Problem Gambling (“DPG”) today announced the launch of Too Young to Bet AZ, the state’s first youth-focused public awareness initiative to prevent underage gambling. The campaign is part of a national effort led by the National Council on Problem Gambling (“NCPG”) to raise awareness about the risks of youth gambling and educate communities on the importance of keeping gambling activities separate from children.
The Arizona initiative reinforces that all gambling in Arizona is strictly for individuals 21 and older and promotes a clear message: no form of gambling is acceptable or safe for children. Our goal is to educate and equip the adults who guide youth and young adults, including caregivers, coaches, and educators, with information to help prevent early exposure to gambling.
Through this initiative, ADG and DPG will share resources highlighting underage gambling risks, guidance for families and educators, downloadable youth-focused materials, and community engagement opportunities statewide. The Division of Problem Gambling is available to deliver presentations, offer technical assistance, and provide no-cost curriculum that schools, youth-serving groups, and community organizations can integrate into their existing programs. In addition, a 24-hour helpline, 1-800-NEXT-STEP (1-800-639-8783), is available to confidentially connect callers with resources, including statewide treatment providers who specialize in problem gambling and financial counseling services.
The Department has launched a new website to amplify awareness and provide accurate information and resources to families and communities at Gaming.az.gov/TooYoungToBet
What Arizona Families Need to Know About Underage Gambling
Young people today encounter gambling-like activities through mobile apps, online games, advertising, and social media, often without recognizing the risks. According to NCPG, more than one in six adolescents has gambled in the past year, with many reporting their first gambling experience at age ten or younger. Many adults unintentionally introduce gambling through casual sports wagers, online games, or the gifting of lottery products. The good news is that research also shows that youth who talk openly with trusted adults about gambling are far less likely to develop gambling problems. Whether you are a parent, caregiver, educator, coach, mentor, or community leader, your voice matters.
Early exposure increases risk: Youth who gamble or encounter gambling-like activities face a higher risk for future gambling problems.
Simple conversations can make a real difference in preventing youth gambling: Ongoing conversations reduce risk, build awareness, and reinforce that gambling is for adults only.
Games and apps often mimic gambling: Popular games include casino-style features that blur age-appropriate boundaries.
Access is easier than ever: Phones, tablets, and online platforms expose youth to gambling ads, sports odds, and unregulated casino-style games that don’t have age verification.
Parents and caregivers may not see it: Monitoring devices, downloads, and in-app purchases can help identify early warning signs.
Prevention requires partnership: Families, schools, coaches, and community organizations all play a critical role in reinforcing that gambling in Arizona is for adults 21+ only.
“Youth gambling can take many forms, and it is a growing risk that families need to be aware of,” said Jackie Johnson, Director of the Arizona Department of Gaming. “This initiative helps the community understand that in Arizona, gambling is for adults 21 and older and how important it is to keep gambling products out of kids’ hands. We are proud to join this national effort led by the National Council for Problem Gambling and encourage organizations across Arizona to get involved and help protect young people from underage gambling.”
“Underage gambling is more common than many families realize,” said Elise Mikkelsen, Director of the Division of Problem Gambling. “As prevention increasingly depends on families, schools, and communities working together, this campaign provides practical tools and gives adults the information they need to recognize early signs and keep gambling where it belongs, with adults. Our team is here to help and ready to support families, schools, and youth-serving organizations across the state.”
Organizations across Arizona are encouraged to visit Gaming.az.gov/TooYoungToBet to download our toolkit, share campaign messaging on social media and in newsletters, distribute prevention materials, integrate underage gambling education into their current programming, and engage with the DPG team for additional support.
Together, we can protect Arizona’s youth by staying informed, increasing awareness of underage gambling risks, supporting responsible decisions, and ensuring families receive accurate, age-appropriate information.
About the Arizona Department of Gaming
Established by the Arizona State Legislature in 1995, ADG is the state regulatory agency for tribal gaming, event wagering & fantasy sports contests, racing and pari-mutuel/simulcast wagering, and unarmed combat sports. ADG also provides and supports education, prevention, and treatment programs for people and families affected by problem gambling through its Division of Problem Gambling and 24-hour confidential helpline, 1-800-NEXT STEP.
About the National Council on Problem Gambling
The National Council on Problem Gambling (NCPG) is neutral on legalized gambling. Based in Washington, D.C., NCPG is the only national nonprofit organization that seeks to minimize the economic and social costs associated with gambling addiction. For more information, visit www.ncpgambling.org.
Read more stories from the Phoenix Area on Signals A Z.com.
Be in the Know with the F1RST2KNOW Ultimate Holiday Guide!
Students sleep overnight on an outdoor basketball court.
Spearheaded by Plant City Vice-Mayor Jason Jones, the Plant City Youth Commission is a comprehensive program for high school students designed to empower and inspire them to become active leaders who will shape the future of Plant City. As a part of this program, the Youth Commissioners go on field trips locally, and as far away as Tallahassee, to learn how municipalities and governments work.
“Part of my plan for the Youth Commission is to teach the high school students about local government, but also to educate them about their community,” Jones said. “When they filled out their applications, the majority said one thing they wanted to learn more about in their community is homelessness. Camp Street Lights has been going on for quite a while. They have a great program. Instead of recreating something new here in Plant City, we decided to join up with Hillsborough County.” Hillsborough County Children’s Services hosted the event on November 21. A panel of speakers addressed 200 attendees about homelessness.
“I wanted to take part because I enjoy helping with community events and representing the Youth Commission in a positive way,” Youth Commissioner Julissa Santana, a sophomore at Plant City Christian Academy (PCCA), commented. “It felt like it was a great opportunity to contribute and connect with people. I was a little unsure at first about what to expect, but once I got there, everyone was welcoming and the atmosphere made it easy to get involved. I learned how much planning and teamwork go into community events, and how important it is to stay flexible and supportive. It also taught me more about engaging with the public in a positive way.”
Participants heard stories from some people who were homeless in the past, and stories about homelessness as a young person. “The students got to hear about what it was like to be homeless, and not just some numbers,” Jones said. “It really taught some compassion. It taught them to think about others and how to help others.”
As a part of Camp Street Lights, the students had the chance to experience a night of homelessness by sleeping on an outdoor basketball court.
“I see homeless people when I drive around,” Youth Commissioner Angela Garcia, a sophomore at PCCA, said. “I wanted to know why there are so many. I thought it would be a good learning opportunity. It was very educational. It taught me a lot about homelessness; how it is more than just not having a job. There is a spectrum of reasons. I also learned there are more homeless people than I thought there was; the numbers are in the thousands for teenagers and young adults in Hillsborough County.”
“It was a good experience, a good opportunity to learn about the community, and how we could help out and give back to our community,” Santana said.
IMG Academy will host the inaugural Under Armour Track and Field Nationals in May 2026, marking Florida’s first-ever national track and field event
Registration opens February 1, 2026 and closes May 1, 2026, with entry selection based on verified performance marks
The three-day championship (May 29-31) will feature high school and middle school athletes competing across all track and field disciplines
IMG Academy is installing a new Rekortan Gel Series track surface made from 84% renewable and recycled materials ahead of the event
The partnership extends Under Armour’s existing event portfolio at IMG Academy, which includes basketball, football, and training camps
via: IMG
Filling a Gap in National Competition Access
IMG Academy and Under Armour announced the creation of the 2026 Under Armour Track and Field Nationals on December 3, 2025. The event addresses a notable absence in the competitive landscape: Florida has never hosted a national track and field championship despite being home to significant youth athletics infrastructure and year-round training conditions.
Mark Napier, Director of Track and Field at IMG Academy, identified the gap in national opportunities for the sport within the state. The decision to create the event reflects both organizations’ existing relationship and Under Armour’s track record of bringing youth athletics programming to the Bradenton campus.
“At IMG Academy, our goal is to create unrivaled environments where student-athletes can unlock their potential,” said Brian Nash, VP of Athletics at IMG Academy. “When Mark Napier, our Director of Track and Field, identified a gap in national opportunities for the sport in Florida, we knew we had to act.”
Event Structure and Selection Process
The championship will run for three days in late May 2026, with competition taking place Friday, May 29 through Sunday, May 31. A pre-meet day and early packet pickup is scheduled for Thursday, May 28.
Athletes can register between February 1 and May 1, 2026. Entry acceptance will be determined by a meet committee using a descending-order selection process based on verified performance marks. Field sizes will be predetermined, creating a selective entry standard designed to feature top-performing athletes across all track and field disciplines.
Both high school and middle school student-athletes will compete in separate divisions. The format encompasses all traditional track and field events, from sprints and distance races to field events including jumps and throws.
Strategic Infrastructure Investment
In preparation for hosting national-level competition, IMG Academy is upgrading its track facility with a new surface from Rekortan, which will become an Official Sponsor of IMG Academy through the partnership.
The facility will feature the Rekortan Gel Series, described as the world’s only gel-based track surface. The material uses a thinner gel layer composed of 84% renewable and recycled materials, designed to optimize athlete performance and welfare while reducing environmental impact compared to traditional track surfaces.
IMG Academy’s facility design includes strategic layouts and wind-aware event configurations intended to support fast times, long jumps, and competitive throwing results. These considerations reflect the institution’s focus on creating performance-optimized competition environments.
Extending an Established Partnership
The Track and Field Nationals represents an expansion of Under Armour’s existing event presence at IMG Academy. The brands have previously collaborated on several youth athletics programs, including the Justin Jefferson Flight School, UA Future 60 Basketball Camp, UA Kelsey Plum Camp, and UA Next Future 50.
“We have always been dedicated to creating opportunities for young athletes to compete at the highest level,” said Craig Cummings, VP of Team Sports at Under Armour. “The UA Track and Field Nationals will be a stage for the next generations to showcase their talent, push boundaries, and experience what it means to perform without limits.”
The partnership structure allows Under Armour to connect its brand with elite youth competition while providing IMG Academy with marquee events that utilize its campus facilities during key calendar windows.
Competitive Positioning in Youth Track and Field
The launch positions IMG Academy as a national track and field destination during a period of growth in youth athletics events. The facility’s year-round accessibility, combined with its established reputation in other sports, creates operational advantages for hosting national championships.
Florida’s climate allows for consistent outdoor competition conditions during the spring season, when many northern states still face weather-related scheduling challenges. The timing of late May also falls after most state championship meets but before summer training cycles begin, creating a potential window for top performers to compete in a national setting.
The event’s success will likely depend on its ability to attract verified elite marks during the registration period and deliver competition conditions that produce nationally competitive performances. The predetermined field sizes suggest a selective approach designed to maintain competitive standards rather than maximize participation volume.
Looking Ahead
The inaugural 2026 Under Armour Track and Field Nationals represents IMG Academy’s entry into national track and field event hosting, backed by facility upgrades and an established brand partnership. The event’s structure prioritizes verified performance standards and provides Florida athletes access to a national championship in their home state for the first time.
Registration details, qualifying standards, and specific event schedules will be released in advance of the February 1, 2026 registration opening. The meet’s ability to attract top national talent during its first year will provide early indicators of its long-term positioning within the youth track and field calendar.
Both organizations have indicated the event is designed as a multi-year initiative, with the infrastructure investments and partnership structure supporting ongoing annual competition.
YSBR provides this content on an “as is” basis without any warranties, express or implied. We do not assume responsibility for the accuracy, completeness, legality, reliability, or use of the information, including any images, videos, or licenses associated with this article. For any concerns, including copyright issues or complaints, please contact YSBR directly.
About Youth Sports Business Report
Youth Sports Business Report is the largest and most trusted source for youth sports industry news, insights, and analysis covering the $54 billion youth sports market. Trusted by over 50,000 followers including industry executives, investors, youth sports parents and sports business professionals, we are the premier destination for comprehensive youth sports business intelligence.
Our core mission: Make Youth Sports Better. As the leading authority in youth sports business reporting, we deliver unparalleled coverage of sports business trends, youth athletics, and emerging opportunities across the youth sports ecosystem.
Our expert editorial team provides authoritative, in-depth reporting on key youth sports industry verticals including:
Sports sponsorship and institutional capital (Private Equity, Venture Capital)
Youth Sports events and tournament management
NIL (Name, Image, Likeness) developments and compliance
Youth sports coaching and sports recruitment strategies
Sports technology and data analytics innovation
Youth sports facilities development and management
Sports content creation and digital media monetization
Whether you’re a sports industry executive, institutional investor, youth sports parent, coach, or sports business enthusiast, Youth Sports Business Report is your most reliable source for the actionable sports business insights you need to stay ahead of youth athletics trends and make informed decisions in the rapidly evolving youth sports landscape.
Join our growing community of 50,000+ industry leaders who depend on our trusted youth sports business analysis to drive success in the youth sports industry.
Stay connected with the pulse of the youth sports business – where industry expertise meets actionable intelligence.
Sign up for the biggest newsletter in Youth Sports – Youth Sports HQ – The best youth sports newsletter in the industry
Follow us on LinkedIn
Follow Youth Sports Business Report Founder Cameron Korab on LinkedIn
Are you a brand looking to tap into the world’s most passionate fanbase… youth sports?
Introducing Play Up Partners, a leading youth sports marketing agency connecting brands with the power of youth sports. We specialize in youth sports sponsorships, partnerships, and activations that drive measurable results.
About Play Up Partners
Play Up Partners is a leading youth sports marketing agency connecting brands with the power of youth sports. We specialize in youth sports sponsorships, partnerships, and activations that drive measurable results.
Why Sponsor Youth Sports?
Youth sports represents one of the most engaged and passionate audiences in sports marketing. With over 70 million young athletes and their families participating annually, the youth sports industry offers brands unparalleled access to motivated communities with strong purchasing power and loyalty.
What Does Play Up Partners Do?
We’ve done the heavy lifting to untangle the complex youth sports landscape so our brand partners can engage with clarity, confidence, and impact. Our vetted network of accredited youth sports organizations (from local leagues to national tournaments and operators) allows us to create flexible, scalable programs that evolve with the market.
Our Approach
Every partnership we build is rooted in authenticity and value creation. We don’t just broker deals. We craft youth sports marketing strategies that:
Deliver measurable ROI for brand partners
Create meaningful experiences for athletes and families
Elevate the youth sports ecosystem
Our Vision
We’re positioning youth sports as the most desirable and effective platform in sports marketing. Our mission is simple: MAKE YOUTH SPORTS BETTER for athletes, families, organizations, and brand partners.
Common Questions About Youth Sports Marketing
Where can I sponsor youth sports?How do I activate in youth sports?What is the ROI of youth sports marketing?How much does youth sports sponsorship cost?
We have answers. Reach out to info@playuppartners.com to learn how Play Up Partners can help your brand navigate the youth sports landscape.
Youth sports organizations: Interested in partnership opportunities? Reach out to learn about our accreditation process.
PHOENIX – For most of the world, soccer is the most accessible sport imaginable. The pillar of many communities, all it takes to play is a bit of space and something to kick.
In the United States, though, soccer is anything but accessible.
“When the cost for my son’s club team started (pushing) $2,000 because of all the expenses, my husband said, ‘We’re out,’” said Di Anderson, a loan officer in Phoenix. “He wasn’t even a teenager yet.”
Many in the youth soccer universe have echoed Anderson’s frustrations.
“There was a line that people used to use a lot: ‘For soccer around the rest of the world, you need a ball. For soccer in America, you need a uniform, you need referees and you need a scoreboard,’” said Washington Post reporter Les Carpenter, who has covered the issue of exclusivity in youth soccer extensively. “There is a lot of truth to that.”
Forget accessible. Soccer isn’t even affordable here.
“The soccer scene is an incredible amount of money and time commitment,” said Jon Solomon, community impact director at the Aspen Institute Sports & Society Program. “You are paying for your league fees or the team fees. You are paying tournament fees. Sometimes, there is additional money that you are paying to go play at these tournaments.
“You are paying for the travel, whether it is flights or driving and gas. Hotel stays and food, too. Don’t forget about equipment and uniforms.”
The bucket of costs parents must take on for their kids to play soccer in the United States is overflowing.
Even as excitement builds for the men’s FIFA World Cup 2026 coming to North America, U.S. youth organizations are seeing a decline in enrollment. Participation in soccer for ages 6-12 dropped 5.5% from 2013 to 2023, according to a study by the Sports & Fitness Industry Association. Soccer is typically the sport kids play first, the study revealed, but also the one whose participation rate declines the fastest, often because of expense.
Overlooked costs speak to both the accessibility and the costliness of playing soccer here, in part because of field access. The process of obtaining permits is “very, very extravagant,” said Carpenter, who initially believed “parks were parks, and you just go play ball in the park. I didn’t realize there was a permitting procedure.”
Fields are increasingly hard to come by in the U.S., and leagues are taking extreme measures to secure them.
“I was told that there is a league in suburban Maryland that actually employs someone to do nothing but find fields,” Carpenter said.
Money, money, money
The glut of youth soccer costs are on the rise, and at an alarming rate.
In 2024, the families of youth soccer players spent $910 annually, up from $537 in 2019, according to an Aspen Institute’s Project Play survey published in March.
This “pay-to-play” model that U.S. soccer has adopted cannot be traced to a single cause. Some speculate it is the result of the sport finding its footing here later than elsewhere in the world, forcing organizers to build infrastructure while unfamiliar with soccer’s inner workings.
They leaned on existing league structures for other sports in the United States, which were not designed to allow soccer to flourish.
“Soccer trailed the other sports here in terms of organization,” Carpenter said. “There was a boom in the 1970s, and these leagues would start up, but they were very rudimentary and mimicked Little League for baseball or youth basketball leagues. Soccer here didn’t try to evolve organically like it did around the rest of the world.
“When soccer evolved in the 1970s and these leagues started, it became, ‘How do we do soccer? Well, we start a league.’ This was because there was no other way that anyone knew how to do it or how to find players. It started so differently here than anywhere else.”
Soccer adopting more rigid, structured leagues makes for a more costly experience for parents. Unfortunately, capitalization does not spare youth sports.
“Youth soccer is a highly commercialized industry,” Solomon said. “There are a lot of entities and people who are making money in this industry.”
Though the motivations behind a structured, pay-to-play model for youth soccer, as opposed to one that is more organic and serves to better the local community like the ones many other countries have opted are unclear, the result is obvious: The underserved and the marginalized within American society suffer the most from a youth soccer system where increased parental income levels are seemingly a prerequisite for participation.
“Covering this was really eye-opening,” Carpenter said. “Not only a disparity, but it was almost as if there were two separate worlds. There was a soccer world played by immigrant kids or kids from lower-income families that never saw the light of day, and, no matter how wonderful their leagues or their games might be, they were never going to be a part of the bigger system.”
By leaning into higher costs to turn youth soccer into a revenue machine, few paths allow many kids to even enter the space.
Exposure to sports at a young age is essential for future participation. For kids who are interested in playing youth soccer but are excluded for reasons out of their control that stem from being unable to pay the costs associated with it, or not having a league near them and facing transportation issues, this early exclusion can often be a death knell to their prospects in the sport.
A lack of inclusion at a young age can foster feelings of insecurity about one’s ability to play, which can prevent later adoption of soccer, understandably so.
“Once you get to that middle school age, if you don’t have the training, you don’t want to be embarrassed,” Solomon said. “You don’t feel like you can play. We have this ‘up-or-out’ model in the U.S. when it comes to youth sports, meaning you’re either continuing to move up competitive levels, or oftentimes you are out of sports because you don’t have the money.”
While it is fair to point to the idea that soccer is a priority in other countries in a way it is not here, and this impacts the general attitude toward what families should have to pay to participate, clubs in most other countries, particularly in Europe, will often work with families who struggle to pay for the costs of youth soccer.
Rather than being priced out, families can receive a lifeline through a club that provides financial or transportation assistance.
The Messi journey
The most famous instance of this is now-Inter Miami forward Lionel Messi and the circumstances surrounding his decision to leave his native Argentina at 13 to join Spanish giant FC Barcelona. Diminutive in stature, Messi was diagnosed with a hormone deficiency as a child and was prescribed daily growth hormone injections that cost around $1,000 a month.
His family was unable to afford these costs, and Newell’s Old Boys, his club at the time in Argentina, initially covered the payments but later reneged on this agreement. River Plate, a massive club in Argentina, were offered the opportunity to poach Messi but declined, citing its inability to cover the injections due to the state of the Argentine economy at the time.
If this had happened to the Messi family in the U.S. he might have been priced out of the sport as a child, which is hard to imagine given his place in the game now. Because it happened in a part of the world where youth soccer is not primarily seen as a way to make money, he was not.
Barcelona stepped in and agreed to pay for Messi’s treatments, thus securing his services.
While Messi’s case is perhaps extreme, families from other countries are often not left to choose between clubs, where selecting one option over another will have financial ramifications that may later lead them away from the sport.
Take Charlie Dennis. The British forward for USL Championship club Phoenix Rising FC came up through the academy system at Southampton FC, an English soccer club currently in the EFL Championship, the second tier of the soccer pyramid.
England favors club academy systems, which have a very different attitude toward the costs a family will incur for their child to play.
“We didn’t pay anything,” Dennis said. “We didn’t have to pay anything. Anything at all.”
Costs that U.S. parents have been forced to accept as part and parcel to their child playing organized soccer were covered by Southampton.
“They would give us training uniforms and travel outfits,” Dennis said. “If we had an away game, there was a team bus to use. The facilities at Southampton were really good. You’d never be asked to pay a penny, really.”
Having now been exposed to the American approach to soccer, Dennis can point to the different priorities between the two countries. England is more focused on casting a wider net to find the best players, regardless of socioeconomic status, while the U.S. prioritizes profits.
“Use Wayne Rooney as an example,” Dennis said. “He had a lower-class upbringing in Liverpool. For people like that who are struggling for money, they would not be able to get those opportunities they got in England (in the United States). (British Academies) definitely give everyone a look, and look at a bigger pool of players.”
Granted, the situations were very different, but the youth soccer journeys of Messi and Dennis paint a clear picture: Youth soccer elsewhere steps in to help families make ends meet for their children’s athletic future.
Looking for a fix
Youth soccer’s inaccessibility to so many in the United States does not mean some aren’t trying to correct the problem.
When Amir Lowery, who played youth soccer in Washington, D.C. before playing for various MLS and USL clubs during his professional career, returned to the D.C. area in 2013 to coach following retirement, he knew something was wrong.
“I started coaching, and immediately I could see, and I knew that it was not an accurate representation of the demographics of D.C.,” Lowery said. “It was predominantly white, upper-middle-class. Not only was there no racial diversity, but the socioeconomic diversity of the team was nonexistent.”
Lowery also recognized that, even for those kids from different backgrounds or economic standings who did find a way into the “pay-to-play” system, they still had to make sacrifices and face stressors that many of their teammates did not.
The system was not catered to them or serving them. Instead, they were sacrificing in order to participate, often to their detriment.
“An equitable platform did not exist in the form of having these kids and those families integrated into the ‘pay-to-play’ system because they had to leave their communities,” Lowery said. “They were not in welcoming, safe places. They were often the only or one of the only minorities and definitely one of the only players from a different socioeconomic background.
“Those factors, and the environment the kids were in, took too much of a mental and emotional toll on the kids to make it worth it.”
Lowery himself had seen that youth soccer did not have to create what he describes as a “transactional environment” and could be a place that brings people together and props up the collective.
“I come from a middle-class family, and there was a lot of diversity in programs and teams that I grew up playing for,” Lowery said. “White, Black, Latino and otherwise. My experience was one of people helping each other out, working together collectively and giving each other rides at times. Solving problems and navigating situations as a group to make sure the team and kids were having the best experience.”
Recognizing the role that soccer can play in a community when harbored correctly, Lowery was not going to stand idly by and let these issues in the youth soccer system go unchallenged.
“I know that soccer is a powerful vehicle for development, for character building, for upward mobility, and I am a living example of that,” Lowery said. “I knew that the environment I was in, the entire structure, would benefit from having more diversity, socioeconomic and racial, and that that would create a better platform for kids to understand different cultures and backgrounds and be more tolerant.”
Looking for a fix
In 2015, Lowery and Simon Landau co-founded Open Goal Project, a free-to-play soccer program operating in the Washington, D.C. area.
Open Goal Project brought everything for its soccer program in-house, curtailing the risk of costs being shoved onto parents later. They planned the league so that it was within walking distance of public transport in the D.C. area, in a bid to make the programs as accessible as possible.
The decision to effectively create a union between the Open Goal Project and public transportation is one that draws praise from those invested in solving this issue.
“They are bringing club soccer, which is typically in more affluent communities, directly to these underserved kids, and that is one model that I think works,” Solomon said.
Lowery is not only hoping to change the cost structure of youth soccer with Open Goal Project. He is challenging the values of traditional youth soccer leagues and teams, which he believes have strayed so far from the things youth sports should prioritize.
“We have gone away from a set of values that promote youth development and building leaders who will impact their communities in positive ways,” Lowery said. “Talent development has become the ideal, and what clubs are selling. For our organization, character development precedes talent development. We focus on blending those two things with a holistic approach.”
To provide free leagues, Open Goal Project scours any and every potential avenue for funding, an undertaking Lowery acknowledges, matter-of-factly, takes “a tremendous amount of time and energy and sacrifice.”
“We piece together a lot of things for our funding,” Lowery said. “We apply for a lot of grants. We get grants from the city government and government-adjacent entities here locally. We get grants from family foundations and corporate entities. We try to go after sponsors in the local communities here. Our families run some fundraisers. We cultivate a lot of individual donors and sell merchandise.
“We do pretty much everything possible to amplify our brand and drive resources towards our community.”
In the years since its inception, Open Goal Project’s imprint on the D.C. community is already evident in a number of ways.
Over 20 participants have progressed through the program and played soccer collegiately at various levels, said Lowery, who was quick to stress that an Open Goal Project participant playing at the Division I level is “no more impactful” than another playing for a community college.
Success classified as collegiate soccer participation is tangible and easy to point to. For Lowery and Open Goal Project, success can also be more abstract.
“We have taken players who would have otherwise had no opportunity to play at a high level, and helped them integrate into either the pay-to-play system or our own system,” Lowery said. “We have wrapped support and guidance and mentorship and positive coaching around those kids.”
The ripple effects of Open Goal Project participants attending college are long-reaching and likely to span generations.
“We have helped a lot of kids become the first person in their families to go to college,” Lowery said. “They are first-generation college students and college graduates. We have helped those families and those players change the trajectories of their families by giving them soccer.”
Lowery and his fellow Open Goal Project leaders are not the only ones working on this issue.
MLS jumps in
In 2023, Major League Soccer introduced MLS GO, a soccer program that was “designed to increase participation and access for boys and girls outside of the existing soccer ecosystem.” Namely, they want to provide kids with a “fun, affordable, local soccer experience.”
In Vallejo, California, Ryan Sarna already had the Coach Sarna League, a nonprofit program that provided flag football leagues to local youth at a lower cost, up and running.
This program was founded for the same reasons the Open Goal Project exists: Kids want to play sports, and more affordable option to make this feasible are needed.
The kids in the flag football leagues expressed an interest in a soccer league, and Sarna seized the opportunity presented by MLS GO with both hands.
Where league fees for other youth soccer leagues in the area can range from $500 to $1,000, Sarna’s MLS GO program in Vallejo costs $125 per session, a figure inclusive of uniform costs and registration fees.
There is also room for fluctuation in the cost, depending on any given family’s financial situation. Like Open Goal Project, this league exists to work with families who want their kids involved in soccer, rather than dismissing those who cannot pay.
“If a family can’t pay, they will let me know,” Sarna said. “If they are willing to coach, we will give them a full scholarship, so they won’t pay anything. If they want to volunteer, we will give them a scholarship, and they won’t pay anything. If they can’t do either, they fill out a form, and I ask if they can pay half. If they can’t pay half, we figure something out.”
Since its inception, Sarna’s MLS GO program has awarded nearly $18,000 in scholarships to families to ensure their children can participate.
No one-size-fits-all solution exists for the problems facing youth soccer. It will require more people like Lowery and Sarna who understand what will be asked of them and are willing to take this issue on at the community level.
And they insist people should not be deterred by the challenges this issue presents
“It does not matter how small or large the impact is that someone can make,” Lowery said. “There are ways to affect this issue in small ways.
“Maybe they start how we started, by helping players who can’t afford league fees. Maybe it is a community organization that offers soccer and people with expertise in it. Maybe it is someone with a license and expertise who gets involved and donates their time. It doesn’t have to be viewed as ‘We need a club, and we need scale and we need to impact hundreds or thousands of kids.’ It can be done in a smaller way, and still be important.”
As the United States prepares to co-host the men’s FIFA World Cup 2026, many are hoping the federation can capture the increased interest in the sport and use it to pursue what they believe is the most critical goal: fielding a men’s team that can actually compete in the World Cup.
Should that be the focus? For the next generation of Americans who want to follow in the footsteps of the world’s soccer stars who will soon be welcomed to the U.S., the rising cost of youth soccer makes that dream a moot point.
All eyes will be on the American soccer system this summer, and it could be the catalyst for sweeping change.
“I think we are in desperate need of some sort of awakening from people within U.S. soccer to do something about this,” Lowery said. “It can’t just be folks like myself operating on the ground level.
“We need people in decision-making roles and leadership roles to take action, and that is one thing that has been sorely missed.”
This <a target=”_blank” href=”https://cronkitenews.azpbs.org/2025/12/04/rising-youth-soccer-costs-u-s/”>article</a> first appeared on <a target=”_blank” href=”https://cronkitenews.azpbs.org”>Cronkite News</a> and is republished here under a <a target=”_blank” href=”https://creativecommons.org/licenses/by-nd/4.0/”>Creative Commons Attribution-NoDerivatives 4.0 International License</a>.
PHOENIX – For most of the world, soccer is the most accessible sport imaginable. The pillar of many communities, all it takes to play is a bit of space and something to kick.
In the United States, though, soccer is anything but accessible.
“When the cost for my son’s club team started (pushing) $2,000 because of all the expenses, my husband said, ‘We’re out,’” said Di Anderson, a loan officer in Phoenix. “He wasn’t even a teenager yet.”
Many in the youth soccer universe have echoed Anderson’s frustrations.
“There was a line that people used to use a lot: ‘For soccer around the rest of the world, you need a ball. For soccer in America, you need a uniform, you need referees and you need a scoreboard,’” said Washington Post reporter Les Carpenter, who has covered the issue of exclusivity in youth soccer extensively. “There is a lot of truth to that.”
Forget accessible. Soccer isn’t even affordable here.
“The soccer scene is an incredible amount of money and time commitment,” said Jon Solomon, community impact director at the Aspen Institute Sports & Society Program. “You are paying for your league fees or the team fees. You are paying tournament fees. Sometimes, there is additional money that you are paying to go play at these tournaments.
“You are paying for the travel, whether it is flights or driving and gas. Hotel stays and food, too. Don’t forget about equipment and uniforms.”
The bucket of costs parents must take on for their kids to play soccer in the United States is overflowing.
Even as excitement builds for the men’s FIFA World Cup 2026 coming to North America, U.S. youth organizations are seeing a decline in enrollment. Participation in soccer for ages 6-12 dropped 5.5% from 2013 to 2023, according to a study by the Sports & Fitness Industry Association. Soccer is typically the sport kids play first, the study revealed, but also the one whose participation rate declines the fastest, often because of expense.
Overlooked costs speak to both the accessibility and the costliness of playing soccer here, in part because of field access. The process of obtaining permits is “very, very extravagant,” said Carpenter, who initially believed “parks were parks, and you just go play ball in the park. I didn’t realize there was a permitting procedure.”
Fields are increasingly hard to come by in the U.S., and leagues are taking extreme measures to secure them.
“I was told that there is a league in suburban Maryland that actually employs someone to do nothing but find fields,” Carpenter said.
Money, money, money
The glut of youth soccer costs are on the rise, and at an alarming rate.
In 2024, the families of youth soccer players spent $910 annually, up from $537 in 2019, according to an Aspen Institute’s Project Play survey published in March.
This “pay-to-play” model that U.S. soccer has adopted cannot be traced to a single cause. Some speculate it is the result of the sport finding its footing here later than elsewhere in the world, forcing organizers to build infrastructure while unfamiliar with soccer’s inner workings.
They leaned on existing league structures for other sports in the United States, which were not designed to allow soccer to flourish.
“Soccer trailed the other sports here in terms of organization,” Carpenter said. “There was a boom in the 1970s, and these leagues would start up, but they were very rudimentary and mimicked Little League for baseball or youth basketball leagues. Soccer here didn’t try to evolve organically like it did around the rest of the world.
“When soccer evolved in the 1970s and these leagues started, it became, ‘How do we do soccer? Well, we start a league.’ This was because there was no other way that anyone knew how to do it or how to find players. It started so differently here than anywhere else.”
Soccer adopting more rigid, structured leagues makes for a more costly experience for parents. Unfortunately, capitalization does not spare youth sports.
“Youth soccer is a highly commercialized industry,” Solomon said. “There are a lot of entities and people who are making money in this industry.”
Though the motivations behind a structured, pay-to-play model for youth soccer, as opposed to one that is more organic and serves to better the local community like the ones many other countries have opted are unclear, the result is obvious: The underserved and the marginalized within American society suffer the most from a youth soccer system where increased parental income levels are seemingly a prerequisite for participation.
“Covering this was really eye-opening,” Carpenter said. “Not only a disparity, but it was almost as if there were two separate worlds. There was a soccer world played by immigrant kids or kids from lower-income families that never saw the light of day, and, no matter how wonderful their leagues or their games might be, they were never going to be a part of the bigger system.”
By leaning into higher costs to turn youth soccer into a revenue machine, few paths allow many kids to even enter the space.
Exposure to sports at a young age is essential for future participation. For kids who are interested in playing youth soccer but are excluded for reasons out of their control that stem from being unable to pay the costs associated with it, or not having a league near them and facing transportation issues, this early exclusion can often be a death knell to their prospects in the sport.
A lack of inclusion at a young age can foster feelings of insecurity about one’s ability to play, which can prevent later adoption of soccer, understandably so.
“Once you get to that middle school age, if you don’t have the training, you don’t want to be embarrassed,” Solomon said. “You don’t feel like you can play. We have this ‘up-or-out’ model in the U.S. when it comes to youth sports, meaning you’re either continuing to move up competitive levels, or oftentimes you are out of sports because you don’t have the money.”
While it is fair to point to the idea that soccer is a priority in other countries in a way it is not here, and this impacts the general attitude toward what families should have to pay to participate, clubs in most other countries, particularly in Europe, will often work with families who struggle to pay for the costs of youth soccer.
Rather than being priced out, families can receive a lifeline through a club that provides financial or transportation assistance.
The Messi journey
The most famous instance of this is now-Inter Miami forward Lionel Messi and the circumstances surrounding his decision to leave his native Argentina at 13 to join Spanish giant FC Barcelona. Diminutive in stature, Messi was diagnosed with a hormone deficiency as a child and was prescribed daily growth hormone injections that cost around $1,000 a month.
His family was unable to afford these costs, and Newell’s Old Boys, his club at the time in Argentina, initially covered the payments but later reneged on this agreement. River Plate, a massive club in Argentina, were offered the opportunity to poach Messi but declined, citing its inability to cover the injections due to the state of the Argentine economy at the time.
If this had happened to the Messi family in the U.S. he might have been priced out of the sport as a child, which is hard to imagine given his place in the game now. Because it happened in a part of the world where youth soccer is not primarily seen as a way to make money, he was not.
Barcelona stepped in and agreed to pay for Messi’s treatments, thus securing his services.
While Messi’s case is perhaps extreme, families from other countries are often not left to choose between clubs, where selecting one option over another will have financial ramifications that may later lead them away from the sport.
Take Charlie Dennis. The British forward for USL Championship club Phoenix Rising FC came up through the academy system at Southampton FC, an English soccer club currently in the EFL Championship, the second tier of the soccer pyramid.
England favors club academy systems, which have a very different attitude toward the costs a family will incur for their child to play.
“We didn’t pay anything,” Dennis said. “We didn’t have to pay anything. Anything at all.”
Costs that U.S. parents have been forced to accept as part and parcel to their child playing organized soccer were covered by Southampton.
“They would give us training uniforms and travel outfits,” Dennis said. “If we had an away game, there was a team bus to use. The facilities at Southampton were really good. You’d never be asked to pay a penny, really.”
Having now been exposed to the American approach to soccer, Dennis can point to the different priorities between the two countries. England is more focused on casting a wider net to find the best players, regardless of socioeconomic status, while the U.S. prioritizes profits.
“Use Wayne Rooney as an example,” Dennis said. “He had a lower-class upbringing in Liverpool. For people like that who are struggling for money, they would not be able to get those opportunities they got in England (in the United States). (British Academies) definitely give everyone a look, and look at a bigger pool of players.”
Granted, the situations were very different, but the youth soccer journeys of Messi and Dennis paint a clear picture: Youth soccer elsewhere steps in to help families make ends meet for their children’s athletic future.
Looking for a fix
Youth soccer’s inaccessibility to so many in the United States does not mean some aren’t trying to correct the problem.
When Amir Lowery, who played youth soccer in Washington, D.C. before playing for various MLS and USL clubs during his professional career, returned to the D.C. area in 2013 to coach following retirement, he knew something was wrong.
“I started coaching, and immediately I could see, and I knew that it was not an accurate representation of the demographics of D.C.,” Lowery said. “It was predominantly white, upper-middle-class. Not only was there no racial diversity, but the socioeconomic diversity of the team was nonexistent.”
Lowery also recognized that, even for those kids from different backgrounds or economic standings who did find a way into the “pay-to-play” system, they still had to make sacrifices and face stressors that many of their teammates did not.
The system was not catered to them or serving them. Instead, they were sacrificing in order to participate, often to their detriment.
“An equitable platform did not exist in the form of having these kids and those families integrated into the ‘pay-to-play’ system because they had to leave their communities,” Lowery said. “They were not in welcoming, safe places. They were often the only or one of the only minorities and definitely one of the only players from a different socioeconomic background.
“Those factors, and the environment the kids were in, took too much of a mental and emotional toll on the kids to make it worth it.”
Lowery himself had seen that youth soccer did not have to create what he describes as a “transactional environment” and could be a place that brings people together and props up the collective.
“I come from a middle-class family, and there was a lot of diversity in programs and teams that I grew up playing for,” Lowery said. “White, Black, Latino and otherwise. My experience was one of people helping each other out, working together collectively and giving each other rides at times. Solving problems and navigating situations as a group to make sure the team and kids were having the best experience.”
Recognizing the role that soccer can play in a community when harbored correctly, Lowery was not going to stand idly by and let these issues in the youth soccer system go unchallenged.
“I know that soccer is a powerful vehicle for development, for character building, for upward mobility, and I am a living example of that,” Lowery said. “I knew that the environment I was in, the entire structure, would benefit from having more diversity, socioeconomic and racial, and that that would create a better platform for kids to understand different cultures and backgrounds and be more tolerant.”
Looking for a fix
In 2015, Lowery and Simon Landau co-founded Open Goal Project, a free-to-play soccer program operating in the Washington, D.C. area.
Open Goal Project brought everything for its soccer program in-house, curtailing the risk of costs being shoved onto parents later. They planned the league so that it was within walking distance of public transport in the D.C. area, in a bid to make the programs as accessible as possible.
The decision to effectively create a union between the Open Goal Project and public transportation is one that draws praise from those invested in solving this issue.
“They are bringing club soccer, which is typically in more affluent communities, directly to these underserved kids, and that is one model that I think works,” Solomon said.
Lowery is not only hoping to change the cost structure of youth soccer with Open Goal Project. He is challenging the values of traditional youth soccer leagues and teams, which he believes have strayed so far from the things youth sports should prioritize.
“We have gone away from a set of values that promote youth development and building leaders who will impact their communities in positive ways,” Lowery said. “Talent development has become the ideal, and what clubs are selling. For our organization, character development precedes talent development. We focus on blending those two things with a holistic approach.”
To provide free leagues, Open Goal Project scours any and every potential avenue for funding, an undertaking Lowery acknowledges, matter-of-factly, takes “a tremendous amount of time and energy and sacrifice.”
“We piece together a lot of things for our funding,” Lowery said. “We apply for a lot of grants. We get grants from the city government and government-adjacent entities here locally. We get grants from family foundations and corporate entities. We try to go after sponsors in the local communities here. Our families run some fundraisers. We cultivate a lot of individual donors and sell merchandise.
“We do pretty much everything possible to amplify our brand and drive resources towards our community.”
In the years since its inception, Open Goal Project’s imprint on the D.C. community is already evident in a number of ways.
Over 20 participants have progressed through the program and played soccer collegiately at various levels, said Lowery, who was quick to stress that an Open Goal Project participant playing at the Division I level is “no more impactful” than another playing for a community college.
Success classified as collegiate soccer participation is tangible and easy to point to. For Lowery and Open Goal Project, success can also be more abstract.
“We have taken players who would have otherwise had no opportunity to play at a high level, and helped them integrate into either the pay-to-play system or our own system,” Lowery said. “We have wrapped support and guidance and mentorship and positive coaching around those kids.”
The ripple effects of Open Goal Project participants attending college are long-reaching and likely to span generations.
“We have helped a lot of kids become the first person in their families to go to college,” Lowery said. “They are first-generation college students and college graduates. We have helped those families and those players change the trajectories of their families by giving them soccer.”
Lowery and his fellow Open Goal Project leaders are not the only ones working on this issue.
MLS jumps in
In 2023, Major League Soccer introduced MLS GO, a soccer program that was “designed to increase participation and access for boys and girls outside of the existing soccer ecosystem.” Namely, they want to provide kids with a “fun, affordable, local soccer experience.”
In Vallejo, California, Ryan Sarna already had the Coach Sarna League, a nonprofit program that provided flag football leagues to local youth at a lower cost, up and running.
This program was founded for the same reasons the Open Goal Project exists: Kids want to play sports, and more affordable option to make this feasible are needed.
The kids in the flag football leagues expressed an interest in a soccer league, and Sarna seized the opportunity presented by MLS GO with both hands.
Where league fees for other youth soccer leagues in the area can range from $500 to $1,000, Sarna’s MLS GO program in Vallejo costs $125 per session, a figure inclusive of uniform costs and registration fees.
There is also room for fluctuation in the cost, depending on any given family’s financial situation. Like Open Goal Project, this league exists to work with families who want their kids involved in soccer, rather than dismissing those who cannot pay.
“If a family can’t pay, they will let me know,” Sarna said. “If they are willing to coach, we will give them a full scholarship, so they won’t pay anything. If they want to volunteer, we will give them a scholarship, and they won’t pay anything. If they can’t do either, they fill out a form, and I ask if they can pay half. If they can’t pay half, we figure something out.”
Since its inception, Sarna’s MLS GO program has awarded nearly $18,000 in scholarships to families to ensure their children can participate.
No one-size-fits-all solution exists for the problems facing youth soccer. It will require more people like Lowery and Sarna who understand what will be asked of them and are willing to take this issue on at the community level.
And they insist people should not be deterred by the challenges this issue presents
“It does not matter how small or large the impact is that someone can make,” Lowery said. “There are ways to affect this issue in small ways.
“Maybe they start how we started, by helping players who can’t afford league fees. Maybe it is a community organization that offers soccer and people with expertise in it. Maybe it is someone with a license and expertise who gets involved and donates their time. It doesn’t have to be viewed as ‘We need a club, and we need scale and we need to impact hundreds or thousands of kids.’ It can be done in a smaller way, and still be important.”
As the United States prepares to co-host the men’s FIFA World Cup 2026, many are hoping the federation can capture the increased interest in the sport and use it to pursue what they believe is the most critical goal: fielding a men’s team that can actually compete in the World Cup.
Should that be the focus? For the next generation of Americans who want to follow in the footsteps of the world’s soccer stars who will soon be welcomed to the U.S., the rising cost of youth soccer makes that dream a moot point.
All eyes will be on the American soccer system this summer, and it could be the catalyst for sweeping change.
“I think we are in desperate need of some sort of awakening from people within U.S. soccer to do something about this,” Lowery said. “It can’t just be folks like myself operating on the ground level.
“We need people in decision-making roles and leadership roles to take action, and that is one thing that has been sorely missed.”
This article first appeared on Cronkite News and is republished here under a Creative Commons Attribution-NoDerivatives 4.0 International License.