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Rising youth soccer costs, efforts to expand access for underserved

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by Stephen Smith, Cronkite News
December 4, 2025

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>.

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The trans youth athletes in the US fighting for their rights: ‘Playing is an act of resistance’ | US news

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The US supreme court on Tuesday is considering state laws banning transgender athletes from school sports.

The cases were brought by trans students who challenged bans in West Virginia and Idaho barring trans girls from girls teams. The outcome could have wide-ranging implications for LGBTQ+ rights. A total of 27 states have passed sports bans targeting trans youth while more than 20 states have maintained pro-LGBTQ+ policies.

As the highest court in the US debates their rights to participate in school sports, five trans youth and their families spoke to the Guardian about the role athletics has played in their lives. The students are based in California, a state that has long had trans-inclusive policies.

The youth described the joy sports brings them and how meaningful it has been to play on teams that match their gender identity. They said sports were about community, team-building, socializing and exercising, like they are for so many youth in the US. Some expressed frustration and anxiety about the national debates focused on “fairness” in competition, saying the legal battle was about fighting for their place in society and their fundamental rights to access the same opportunities as their peers.

Here are some excerpts of their reflections.

‘Sports is my escape’

Lina Haaga, a 14-year-old Pasadena student, has played sports since age four, starting with soccer: “My entire family is very athletic,” she says. “I wasn’t particularly good at soccer, but it helped me realize what an asset sports is in my life – as a release and an escape, but also a way to connect with other people and make new friends.” A trans girl who transitioned at a young age, Lina always played on girls’ teams, eventually doing basketball, swimming, water polo, lacrosse, tennis and track.

Lina Haaga. Photograph: Courtesy Haaga family

When she has faced stressors, “sports was always a place where I could find a reprieve and just think about the ball that was ahead of me or the next step in the race,” she says.

The attacks on trans girls in athletics have taken a toll, says Lina: “The political climate has put into question my relationship with sports. Instead of it being something innocent I can just enjoy without fear of being discriminated against, I’ve had to now worry every time I step on the track or the court that somebody might disagree with my participation. That’s been really scary, because it’s started to steal something that’s precious for me – that moment of bliss.”

There are times, she says, when she has avoided games out of fear someone might object.

Her message to the supreme court? “We’re still human. We’re just kids. We’re just trying to have fun … We’re not trying to be monsters or predators or anything malevolent. We’re just trying to find connection and community.”

Lina hopes other trans kids continue to pursue athletics: “Playing sports and loving being out there on the field is in its own beautiful way an act of resistance.”

‘I defied the president’

In May, AB Hernandez, a 17-year-old track and field athlete, won first place in the high jump, first place in the triple jump, and silver in the long jump in the California state finals. It should have been a moment of pure celebration for the high schooler from Jurupa Valley, a city east of Los Angeles, but she and her mom had to worry about something else: Donald Trump’s attacks.

The US president turned AB into a media spectacle, targeting her in a social media post and claiming he was “ordering local authorities, if necessary, to not allow” her to compete, writing her participation was “TOTALLY DEMEANING TO WOMEN”.

Now a senior, AB says she has learned to brush aside her detractors: “People are always gonna have negative thoughts to say about you … I just had to realize I need to be comfortable with who I know I am and be comfortable in my own skin and not let anyone get under it.”

AB Hernandez stands on the field during the high school track-and-field championships in Clovis, California, on 31 May 2025. Photograph: Jae C Hong/AP

“Victory,” she adds, “meant a lot, especially after all the internet drama. To come out on top and be number one. You can’t say anything besides argue with a wall. I’m still competing … Sports is my everything.”

She was touched that standing up inspired others: “People DM’d me to say: ‘I’m so happy you’re fighting. You’re making a really big impact for our community.’ … I thought I just went out and competed, but to others, it was like a movement. I defied the president, in a way. I was like, oh my god, I did do something.”

Her mom, Neredya Hernandez, says she won’t stop defending her daughter’s rights and hopes other parents will be moved to embrace their trans kids. “My message to other parents is: support your kids and be louder. We’re unaware of how much support we have within this community until you’re actually put in a position like we were. We’re not alone.”

‘We’d have to leave the country’

While anti-trans rhetoric has generally focused on restricting trans girls, the toxic climate has also been distressing for trans boys, some parents said. Several states with bans against trans girls have included restrictions impacting trans boys, too.

One 13-year-old trans boy in the Bay Area, whose name the Guardian is withholding to protect his identity, started playing soccer at age two and now also plays basketball and baseball. “Sports is how I made friends. It’s nice you have people to lean on who have your back,” he says.

Jennifer, his mother, says her son struggled to fit in on girls’ teams before he came out as a boy at age nine, but now is embraced by the boys’ teams and coaches. If he were barred from athletics due to being trans, “we would have to leave the country,” she says. “The message the country is sending deeply and negatively impacts his feeling of belonging in his own country.”

Jennifer, who asked to go by a pseudonym to protect her son’s identity, says the supreme court case “terrifies” her: “The sports issue is so important, because it fundamentally tells us whether people believe trans people exist. Trans girls are girls and belong on girls’ teams. Trans boys are boys and they belong on boys’ teams. Full stop. Once you take the position that trans girls are not girls for the purposes of sports, you have now dehumanized them. It’s a slippery slope to taking away rights after rights after rights.”

Her son says he didn’t understand why some people were so focused on stopping children from playing on teams: “I’m just a kid that wants to play sports with my friends. I’m not special. I just want to be left alone and hopefully be successful in sports. We’re not a threat. We’re not gonna tear down the world … If the Trump administration wouldn’t let me play sports, they would basically be taking away part of me.”

‘I’m used to slurs, but I’ll keep speaking up’

Lily Norcross, a 17-year-old track athlete from California’s central coast, says she has grown accustomed to negative news articles about her participation on the girls’ team, which sometimes lead to death threats and other harassment.

“I know this sounds really sad, but I’ve grown used to people calling me slurs. The news itself doesn’t bother me as much as what it causes. After Trump was inaugurated, people were far more comfortable openly being transphobic and hating minorities,” she says. “For me, it’s important to defend the rights of trans kids … because compared to others, I’m extremely lucky. Practically my entire family is supportive. I live in California, which is very liberal. My school board and most of my teachers support me. Most people aren’t in that situation … I’m speaking up for people in places like Texas, Ohio or Florida who don’t have these opportunities.”

Lily says she also wished Democratic leaders did more to stand up for her rights, noting it felt like their stance was: “Let trans people fight for themselves.” She urges lawmakers to have more empathy: “Put yourself in [our] shoes. Imagine if somebody said your people aren’t allowed to use bathrooms or play sports. How would you feel if you were segregated from everybody else?”

‘I feel hopeless’

Leonard, a 17-year-old swimmer in the Bay Area, says it was hard to be optimistic that his rights would remain protected, even in a state like California.

“I feel hopeless. I don’t like this supreme court and I don’t think they’re going to support trans people’s ability to play sports,” says Leonard, a trans boy who is also a fencer and asked to go by a pseudonym to protect his identity. “I’m scared of the precedent it’s going to set, maybe countrywide. I’m scared of what could happen to me and my friends.”

Leonard wishes people understood how meaningful it can be for trans youth to play on teams where they belong: “It made me really, really, really, really happy to be on the boys team affirming my gender identity, affirming I was as good as any cis boy. I know that I’m a boy, but being on a boys team proves to everyone and myself that I am, in fact, a boy and this is where I’m supposed to be.”





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Special Olympics Targets 600,000 Coaches by 2030 with Nike Partnership

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Key Takeaways

  • Special Olympics aims to grow its coaching roster from 250,000 to 600,000 globally by 2030, a 140% increase over six years
  • The organization lost nearly half of its coaches during the COVID-19 pause in 2020, requiring substantial rebuilding efforts
  • A three-year Nike partnership announced in July focuses on coaching certifications, translations, and curriculum development across global markets
  • Nike plans to recruit 600 additional Unified sports volunteer coaches in Oregon, Berlin, Johannesburg, and Tokyo with emphasis on young women and girls
  • Most Special Olympics coaches are volunteers with high retention rates, as many return after their initial involvement

Rebuilding After Major Pandemic Losses

Special Olympics faced significant challenges following the COVID-19 pandemic, losing approximately 50% of its coaching workforce during the 2020 pause in activities. Since resuming operations, the organization has rebuilt steadily with coaching rosters growing roughly 10% annually.

The current global total stands at 250,000 coaches. However, officials acknowledge that reaching 600,000 by 2030 represents an ambitious target that will require strategic partnership support and sustained recruitment efforts.

Nike Partnership Focuses on Coach Development

In July, Special Olympics announced a three-year partnership with Nike centered on coach identification and training. Financial terms of the agreement were not disclosed.

“Special Olympics places a lot of emphasis and importance on the role of the coach,” Special Olympics CEO David Evangelista said. “With Nike, we will be investing in making sure we have state-of-the-art coaching resources.”

The partnership will address coaching certifications and provide translations to support global expansion. Nike will also contribute to curriculum development to help coaches stay current with sport-specific training methods.

Geographic and Demographic Priorities

Nike’s recruitment efforts will target four specific markets: Oregon, Berlin, Johannesburg, and Tokyo. The company aims to recruit 600 additional Unified sports volunteer coaches in these regions.

The partnership includes a specific focus on expanding opportunities for young women and girls to participate in Unified sports programs. This demographic emphasis reflects broader industry efforts to increase female participation in youth athletics.

Building on a Longstanding Relationship

The partnership extends an existing collaboration between Nike and Special Olympics. Special Olympics Oregon has worked with Nike for nearly 20 years, including 16 years hosting the Special Olympics Oregon Youth Games at Nike World Headquarters.

More than 6,000 Nike employees have participated in Youth Games events, working with 7,600 athletes with intellectual disabilities. The volunteer retention rate remains high, with most coaches continuing their involvement after initial participation.

What This Means for Youth Sports Inclusion

The 600,000 coach target represents more than operational growth. It signals the organization’s commitment to expanding athletic opportunities for athletes with intellectual disabilities at a time when youth sports access remains a priority across multiple stakeholder groups.

The volunteer model presents both advantages and challenges. While high retention rates suggest strong program satisfaction, scaling to 600,000 coaches will require consistent outreach, training infrastructure, and partnership support across diverse international markets.

via: SBJ / Nike


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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.



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St. Louis LGBTQ+ community rallies in support of athletes

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ST. LOUIS — The LGBTQ+ community rallied at St. Louis City Hall Monday to support the rights of trans student athletes.

This comes as the Supreme Court will hear arguments over the issue Tuesday. Two transgender athletes from Idaho and West Virginia are appealing their lower court’s decision on restrictions over transgender athletes’ participation in girls’ and women’s sports.

The cases focus on the role of Title IX’s equal protection clause and how it should be interpreted when it comes to gender and sports, according to Jesse Jones, executive director of Lavender Youth Alliance and principal consultant with Jesse Jones Education and Consulting.

“Legal experts are advising that the ruling in these cases will also have far-reaching implications for trans youth, extending to things like use of bathrooms and pronouns at school,” they said.

Approximately 27 states, including Missouri, have laws or policies restricting transgender youth from participating in sports that align with their gender identity.

During Monday’s event, organization leaders spoke against laws that hinder and ban rights for the LGBTQ+ community and expressed support for the transgender athletes. 

“It takes all of us coming together to support one another, and that none of these issues we see on the news are in silos,” Jones said.

“Whether these are laws being passed to attack immigrants, transgender people, Black and Brown folks, all of us need to come together as a community, as humans, to show that we all deserve love, respect and belonging.”



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Sign up for youth basketball shooting competition

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The Knights of Columbus, St. Anne’s Council 10221, is sponsoring a youth basketball free-throw competition on Saturday, Jan. 17, at Shaw Gym, 75 South St., in Gorham.

The competition is open to boys and girls ages 9-14. Proof of age is required at sign-up. Registration is set for 2:30 p.m. with the competition at 3 p.m. Winners will advance to the state championship.

For more information, call Jim at 222-0744 or Ben, 436-0223.

Opportunities to volunteer

The Town Council’s Appointments Committee is seeking citizen volunteers for various boards and committees to serve three-year terms. Positions available include those on the Planning Board, Board of Appeals, Conservation Commission, Historic Preservation Commission, Revolving Loan Fund, Cemetery Advisory, and Affordable Housing committees, Board of Health, Board of Assessment Review, Economic Development Corporation, Fair Hearing Board and the Baxter Memorial Library Board of Trustees.

Those interested in applying or learning more can visit the Town Clerk’s Office. To apply, complete and submit a committee volunteer application online. For more information, call the office at 222-1670 or e­mail Town Clerk Laurie Nordfors at [email protected].

Applications will be accepted through Jan. 29. The Appointments Committee will schedule short informal interviews with applicants starting in February and the Town Council will appoint applicants at its March meeting.

Winter parking ban

Parking on any public road in Gorham or public easement between midnight and 6 a.m. until May 1, or any declared parking ban, is prohibited. Illegally parked or abandoned vehicles could be towed at the owner’s expense in addition to ticketing by police.

Cars should be removed from the street as soon as owners become aware of a snow alert. For more information, call Public Works at 222-4950.

50 years ago

The American Journal reported on Jan. 14, 1976, that the school budget was rising $182,017 more than the $2.03 million for the previous year. Instruction was the biggest increase driver at $134,932.



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Seattle Adaptive Sports Gives Kids with Disabilities a Team

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A player is pushed during a game of Sharks and Minnows. (Image: Joshua Huston)

Approaching the gym at Bellevue’s Highland Community Center, the familiar sounds of bouncing balls and kids calling out to each other echo down the halls. Inside the doors, more than a dozen young athletes, from grade school through high school, are rolling across the floor in specialized sports chairs — a typical practice session for the Seattle Adaptive Sports (SAS) wheelchair basketball teams.

Sports have been adapted to meet the special needs of student athletes in Greater Seattle for decades, providing opportunities for countless athletes to compete on teams and producing several current and former Paralympians. Seattle Adaptive Sports has been part of the community since the early 90’s, organizing teams that compete in sled hockey (players sit on specialized sleds low to the ice), soccer for athletes in motorized wheelchairs, goalball for visually impaired athletes, and wheelchair basketball (players propel themselves across the court and older age groups shoot on regulation hoops).

SAS teams regularly compete against programs from Tacoma, Spokane, and Portland, and travel to compete nationally.

Back at the community center, the younger athletes are wrapping up their practice session while older players are gearing up for more intensive drills. SAS runs three youth teams: varsity for ages 14 to 18, prep for kids ages eight to 13, and the Micro Sonics for players ages four to seven. Their overlapping practice times create mentoring opportunities between age groups, and many of the older players have passed down sport chairs they’ve outgrown to younger athletes.

SAS designs all its programs to be as accessible as possible and to lower or eliminate the many barriers to participation, including the significant cost of equipment, facility rental, and travel. They use grants and fundraisers — including their annual gala, coming up on March 7 — to fund scholarships for athletes and purchase and maintain equipment that can be loaned out to new members. All of this is with the goal of increasing the number of participants and growing adaptive sports locally.

Current SAS families come from as far north as Bellingham and as far south as Auburn.

Brennan Henderson, 16, attends Auburn Riverside High School and began playing wheelchair basketball just before turning seven. He is now one of the most experienced players in the program.

“I started with power soccer. I’ve tried sled hockey before, but my main sport with SAS is wheelchair basketball,” Henderson says.

The sophomore doesn’t remember being nervous their first time on the court.

“My mom showed me videos of wheelchair basketball, so that probably helped me know what to expect,” Henderson says. “I kept turning in circles because I didn’t know how to use the chair and my arms were really impacted by cerebral palsy. Over time, I became stronger and my arms became stronger and I learned how to adapt myself to use the chair.” Henderson has not only adapted but excelled, earning “most valuable player” honors at the West Coast Championships in 2024.

Jess Thomson has watched a lot of kids like Henderson develop and find success through SAS programs. A member of the board and parent of an SAS athlete, she first introduced her son to playing sled hockey with the adult team at the Kraken Community Iceplex before becoming a founding member of SAS’s new youth team. Her son now participates in multiple sports with SAS and Thomson has seen him compete in ways that a lot of kids with disabilities aren’t able to access.

“I think one of the things that able-bodied people take for granted is the luxury of being able to compete,” explains Thomson. “Every kid in this organization has been through surgeries and procedures. These kids have grit, they are really tough.

But it’s a very different kind of toughness to learn how to compete athletically. And every person in Seattle Adaptive Sports has that opportunity,” Thomson says. “Once kids come out and try it, they wind up sticking with it because they are drawn to sports the same as anyone else.”

SAS works with new members to help orient them to the sports they are interested in. For some, like Thomson’s son, who uses forearm crutches off the court, it may be their first time in a sports chair. And with sled hockey, where able-bodied siblings are encouraged to join practices, it may be their first chance to play a sport with a family member.

Interested in becoming involved with Seattle Adaptive Sports? Contact info@seattleadaptivesports.org for more information.

 



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Hawks general manager Onsi Saleh on Trae Young trade: ‘I really wish him the best’

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In his first media availability since the trade of four-time All-Star Trae Young, Atlanta Hawks general manager Onsi Saleh on Monday thanked Young for all he did for the franchise but said the Hawks liked the players they got back and weren’t the type of team to wait if they had a good deal.

The trade late last week, which leaked near the end of Atlanta’s win over the New Orleans Pelicans on Wednesday but didn’t become official until Friday, sent Young to the Washington Wizards for 34-year-old guard CJ McCollum and reserve forward Corey Kispert. Around the NBA, it was widely viewed as a salary dump to avoid Young’s $49 million player option for next season.

“If there are deals to be done, why wait, is my philosophy,” said Saleh, who replaced Landry Fields in April. “If you like something that makes a lot of sense, we’re going to do that. We just do what’s best for our organization. And, you know, I’m not one to really wait on anything like that. Trae has been so huge in our community.

“Him and (his wife) Shelby, what they’ve done, we just wish them the best. They’ve been phenomenal for our organization. (We’re) talking about a guy that’s been the face of our franchise for quite a long time. I really wish him the best, and he’s going to do some cool stuff over there, too.”

“But we like the trade, and what we did was something we really thought would help us now and in the future,” Saleh added. “The players coming back, I think they’re excellent fits with us and make a lot of sense for us, and we get deep in our rotation, too. I think you guys kind of saw a little bit of that last night (in a 124-111 win over the Golden State Warriors).”

Removing Young’s $49 million contract from next season’s books also gives the Hawks considerable offseason flexibility, including the possibility of being a cap-room team in 2026-27, and Saleh didn’t deny that was part of the trade logic.

“When we go through all the calculus of making the deal, there’s elements of the financial flexibility, the optionality, which is huge for us, but also (liking) the players we’re getting back,” Saleh said. “And just having that optionality in this current cap environment, you guys are seeing it. You guys have seen the repercussions of it and the consequences if you’re not diligent in how you spend, in your cap space.”

The emergence of young stars Jalen Johnson and Nickeil Alexander-Walker, in particular, served as catalysts for the trade. Although Young had played in only 10 games due to an early-season knee injury, the core had proven in his absence that it could still thrive.

“We’ve learned a lot about our team this year,” Saleh said. “I think you guys have to, right? Watching our group and the evolution of the guys that we have out there and the youth movement that we’ve got going on as well. I think, again, the emergence of some players on our group, and how it all fits together was really key here …. It was just the right move for us.”

“Jalen’s game has evolved so much, and he’s doing some amazing things on the court. Most importantly, I think he’s making his teammates better as well,” he added. “And that’s how we kind of look at this as like as the group grows. It’s the group, it’s not simply just one player either, right? It’s Jalen, it’s Dyson (Daniels), it’s Onyeka (Okongwu), it’s Zacch (Risacher), it’s Nickeil. We got two guys, Nickeil and Jalen, who have just made tremendous leaps, and when Dyson’s on the ball, we’ve seen that leap as well. So, again, it just comes down to what we’re seeing and how this fits the entire group rather than one person.”

Finally, Saleh wouldn’t comment on a possible extension for McCollum, whose deal expires after the season.

“We’ll see where that all goes as the season comes along, but CJ’s been awesome,” Saleh said. “He’s somebody that I think could fit here long term as well. I’m really, really excited about having him here. But yeah, I can’t really say anything about extension talks and negotiations.”



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