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Youth Soccer Coach’s Trademark Claim Against Nike Heads to 2026 Hearing

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Key Takeaways

  • Nike allowed its “Total 90” trademark registration to lapse in 2019, opening the door for a third-party registration
  • Hugh Bartlett, a New Orleans-based engineer and youth soccer coach, registered “TOTAL90” in February 2022 and later filed an infringement lawsuit against Nike
  • A federal judge denied Bartlett’s motion to temporarily restrain Nike from selling Total 90 products, citing lack of evidence of consumer confusion
  • The case illustrates “trademark arbitrage,” where parties acquire undervalued marks and leverage them strategically
  • The preliminary injunction hearing is scheduled for January 8, 2026, with Nike’s World Cup marketing plans in the balance

The Trademark Gap That Started It All

Nike’s Total 90 line launched in 2000 and became one of the most recognizable names in soccer footwear for nearly a decade. The brand was worn by players including Wayne Rooney, Roberto Carlos, and Fernando Torres.

Nike formally abandoned its trademark registration for “Total 90” in 2019. Hugh Bartlett, a Louisiana-based engineer and youth soccer coach, registered “TOTAL90” in February 2022. Bartlett’s company, Total90 LLC, developed a fantasy soccer app in 2019 and began selling apparel and footwear in 2022.

According to court filings, Bartlett contacted Nike in December 2024 about a potential collaboration. When that didn’t materialize, Nike claims Total90 LLC demanded $2.5 million for the trademark rights before filing suit.

Nike Wins Early Round, But Case Continues

U.S. District Judge Wendy B. Vitter ruled in Nike’s favor on the temporary restraining order motion. The judge emphasized that under U.S. trademark law, ownership is established by use, not registration.

Total90 LLC failed to demonstrate evidence of actual consumer confusion or that both companies use similar retail outlets. The court also noted that Total90’s 11-month delay between first contacting Nike and filing suit undermined claims of urgent, irreparable harm.

Nike argues its Total 90 products have been available for more than 25 years, giving it priority of use regardless of the lapsed registration.

A Case Study in Trademark Arbitrage

Trademark experts point to this dispute as an example of “trademark arbitrage,” where parties acquire marks that others have undervalued and then leverage them strategically.

As the lawful trademark owner, Total90 LLC now holds multiple options: sell the trademark back to Nike at a premium, pursue legal claims if Nike uses the mark without permission, or continue developing the brand while benefiting from renewed attention generated by the dispute.

“Nike didn’t ‘make a mistake.’ They simply stopped using the mark. They formally abandoned it,” said Andrey Mincov, Founder and CEO of Trademark Factory®. “No responsible trademark attorney would tell a client to manufacture fake use just to keep a registration alive. At that time, Nike had no interest in TOTAL 90. Now they do, and that change comes with consequences.”

What’s at Stake for Nike’s World Cup Plans

Nike has significant plans to revive the T90 aesthetic ahead of the 2026 World Cup in North America, including a collaboration with Palace that features T90 imagery. The ongoing litigation creates uncertainty around these marketing efforts.

The January 2026 hearing will determine whether Total90 LLC can secure a preliminary injunction. A ruling against Nike could complicate product launches timed to the tournament.


This case offers a lesson for youth sports operators and brands managing intellectual property. As Mincov noted: “The TOTAL 90 story is a powerful reminder that in today’s fast-moving market, maintaining trademarks is not just a bureaucratic formality. It’s a strategic business decision.”

For organizations with legacy marks or dormant product lines, the minimal investment in trademark maintenance may prove far less costly than the alternative.


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.


Appendix: Sources

  1. Benzinga (December 25, 2025) – “Soccer Coach Beats Nike To ‘Total 90’ Trademark, Sparks Legal Fight Ahead Of World Cup” – https://www.benzinga.com/news/legal/25/12/49590587/soccer-coach-beats-nike-to-total-90-trademark-sparks-legal-fight-ahead-of-world-cup
  2. Sportico (November 2025) – “Nike Defeats Motion to Restrain Sale of Total 90 Soccer Shoe Line” – https://www.sportico.com/law/analysis/2025/nike-total90-trademark-decision-1234878043/
  3. Footy Headlines (November 18, 2025) – “Nike Loses Total 90 Trademark – Sued for Alleged Copyright Infringement” – https://www.footyheadlines.com/2025/11/nike-loses-total-90-trademark.html
  4. The Fashion Law (November 20, 2025) – “Nike’s TOTAL 90 Trademark Clash Shows Risks of Brand Revivals” – https://www.thefashionlaw.com/nikes-total-90-trademark-dispute-highlights-risks-in-brand-revivals/
  5. The Fashion Law (December 2025) – “Nike Beats TRO Bid in ‘Total 90’ Trademark Clash” – https://www.thefashionlaw.com/nike-beats-tro-bid-in-total-90-trademark-clash-with-smaller-brand/
  6. Trademark Factory (December 26, 2025) – “Trademark Review: Nike’s TOTAL 90 Trademark Battle Shows Hidden Risks of Brand Revivals” – https://trademarkfactory.com/blog/trademark-review-nikes-total-90-trademark-battle-shows-hidden-risks-of-brand-revivals/
  7. Wall Street Journal
  8. Sports Business Journal
  9. Image – Nike

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 trendsyouth 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 

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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.



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Obituary for Michael Joseph Smith

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Michael “Mike” Joseph Smith (68) of Great Falls, Montana, died in a tragic car accident on January 4, 2026. A Memorial Service will be held on Friday, January 9, 2026, at 3 p.m. at Croxford Funeral Home in Great Falls, Montana.

Mike was born July 28, 1957, in Billings, MT, to Warren and Jane Schlachter Smith. He grew up in Joliet, MT, until 1968 when the family moved to Plains, MT. Mike graduated from Plains High School in 1975 and MT Tech in Butte, MT, in 1979 with a degree in Environmental Engineering.

Since there was a scarcity of environmental engineering jobs available, he worked in the oil fields of Eastern Montana and North Dakota for several years. In 1982 Mike started his professional career with GE in Billings, MT, and later moved to Seattle, WA, Honolulu, HI, and Columbus, Ohio. In 1995 he joined Nationwide Financial in the office of compliance. He retired from Nationwide in 2020 and moved back to his beloved Montana in 2022.

Mike met the love of his life, Suzanne “Suzy” Percival Smith, while playing walleyball at the apartment complex where they both lived in Seattle. They married on October 1, 1988, in Red Lodge, MT. They have two children: a son, Jordan Michael (1993), and a daughter, Hannah Jane (1995). Mike was a wonderful husband and father and friend to all he met.   

Mike enjoyed hiking, snow shoeing, pickleball, gardening, traveling, spending time in the great outdoors especially sleeping unencumbered on a cot beneath the night sky and taking care of his cats. Mike was Eli’s, Hannah’s dog, favorite person and their bond was extraordinary. He was a well-loved and exceptional youth sports coach for football, basketball, baseball, lacrosse, and volleyball. His way with children was admired by many and will be sorely missed. A lifelong volunteer, Mike was involved in community gardens, youth mission trips, and picking up after litter bugs. Since moving to Great Falls, he immersed himself in Wild Montana. Above all Mike treasured time with family and friends and being a devoted husband and father.

Mike is survived by his wife, Suzy; son, Jordan Michael (Terra) Smith; daughter, Hannah Jane Smith (Cody Allison); sisters Margaret (Dave Swan) Halko, Janice (Roger) Hassenpflug, Patricia (John) Buck, Mary (Steve) Supola, Jean (Casey) Clinch, Laura King, Catherine (Jonathan) Roen, and Rebecca (Jeff) Crider; brothers Robert (Pam) Smith, Mark (Penny) Smith, and Paul Smith; sisters-in-law Louise Evered and Laura Percival; brother-in-law Dan Percival; as well as many, many nieces, nephews, and cousins. Mike is also survived by cherished friends, including the classmates he reconnected with during his 50th high school reunion last summer, his pickleball friends, everyone involved with Wild Montana, and his lifelong hiking and basketball groups in Columbus, OH.  

Mike was preceded in death by his parents, mother- and father-in-law, Betty and Bob Percival, brothers-in-law Joe Halko and Robert Percival, and sister-in-law Cindy Smith.

Memorial donations may be sent to Wild Montana or a charity of your choice.

To send flowers
to the family, please visit our floral store.



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Beckman, Aliso Niguel, Tesoro, Tarbut V’ Torah and Pacifica Christian notch victories –

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BECKMAN 66, TRABUCO HILLS 53: Beckman was led by Josh Charette, who scored 16 points and had four assists and Qusai Azem, who scored 15 points and grabbed 11 rebounds in the Sea View League road game Wednesday. The Patriots play at Aliso Niguel Friday night.

ALISO NIGUEL 65, MISSION VIEJO 56: The Wolverines (12-8, 1-0 were led by Wyatt Richmond with 19 points, Jayden Mysin with 18 points and Jay Keys with 14 points in the Sea View League game.

TESORO 78, CAPO VALLEY 39: Coach Steve Garrett’s Titans captured a South Coast League victory Wednesday night. Tesoro (18-3) was led by Dean Mika who had 23 points, four rebounds and four assists. Carson Hatch had 17 points, four rebounds and four assists and Owen Hatch 12 points, four rebounds and two assists.

TARBUT V’ TORAH 51, VALLEY CHRISTIAN 47: TVT pulled off an upset in a non-league game Wednesday. Ori Maya led the way for the Lions with 15 points and 10 rebounds while Ari Varon scored 14 points, none more important than a deep 3-pointer with 12.5 seconds on the game clock and time running out on the shot clock. Varon added eight rebounds.

TVT is 6-6 entering league play next week vs. Newport Christian.

PACIFICA CHRISTIAN 71, PACIFICA CHRISTIAN SANTA MONICA 41: Michael Noel led the OC Pacifica Christian team (14-4) to the non-league win Wednesday, scoring 14 points and grabbing seven rebounds. Joaquin Rigdon added 14 points and four rebounds, Donavan Hogan had 11 points and seven rebounds, Ian Escobar had nine poiunts and Solomoan Huang eight points and five assists.

Final scores:

California 105, Saddleback 77

Segerstrom 43, Orange 21

Los Alamitos 57, Huntington Beach 47

Send basketball scores to timburt@ocsportszone.com



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Youth basketball starts Jan. 10, schedule • SSentinel.com

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The Middlesex County Parks and Recreation Department winter youth league basketball season will start play on Saturday, Jan. 10, with the starter division at the John M. (Buddy) Moore Memorial Gymnasium at Middlesex Elementary School and the junior and senior leagues at the John S. Clements Memorial Gymnasium at Middlesex High School (MHS).

The Jan. 10 games at MES will start at 9 a.m. with Team Elite United versus MCPR sponsored team. At 10 a.m. Something Different will square off against Virginia Street Cafe.

At MHS, Iron Horse Xpress will take on Middlesex Farm Bureau at 2:45 p.m.; I Love Urb vs. Empowered Electric at 3:55 p.m.; Chandler’s Automotive vs. LCC at 5:05 p.m.; and Claus Corp. vs. Ward’s at 6:15 p.m.

Beginner Ball games will be at MES but the schedule is not complete, said Reed.


Starter Division Games

(all played at John M. [Buddy] Moore Memorial Gym):

  • 9 a.m. Jan. 10 — Team Elite United vs. MCPR
  • 10 a.m. Jan. 10 — Something Different vs. Virginia Street Cafe
  • 9 a.m. Jan. 17 — MCPR vs. Something Different
  • 10 a.m.  Jan. 17 — Virginia Street Cafe vs. Team Elite United
  • 9 a.m. Jan. 24 — Virginia Street Cafe vs. MCPR
  • 10 a.m. Jan. 24 — Something Different vs. Team Elite United
  • 9 a.m. Jan. 31 — Virginia Street Cafe vs. Something Different
  • 10 a.m. Jan. 31 — MCPR vs. Team Elite United
  • 9 a.m. Feb. 7 — Team Elite United vs. Virginia Street Cafe
  • 10 a.m. Feb. 7 —  Something Different vs. MCPR
  • 9 a.m. Feb. 14 — Team Elite United vs. Something Different
  • 10 a.m. Feb. 14 Virginia Street Cafe vs. MCPR

Coed Junior and Senior Division Games

(all played at John S. Clements Memorial Gym):

  • 2:45 p.m. Jan. 10 — Iron Horse Xpress vs. Middlesex Farm Bureau
  • 3:55 p.m. Jan. 10 — I Love Urb vs. Empowered Electric
  • 5:05 p.m. Jan. 10 — Chandler’s Automotive vs. LCC
  • 6:15 p.m.  Jan. 10 — Clas Corp. vs. Ward’s
  • Senior Division: J&M — Bye
  • 8:45 a.m. Jan. 17 — Ward’s vs. J&M
  • 9:55 a.m. Jan. 17 — Chandler’s Automotive vs. Iron Horse Xpress
  • 11:05 a.m. Jan. 17 — LCC vs. Empowered Electric
  • 12:15 p.m. Jan. 17 — Middlesex Farm Bureau vs. I Love Urb
  • Senior Division: Clas Corp. — Bye
  • 8:45 a.m. Jan. 24 — I Love Urb vs. LCC
  • 9:55 a.m. Jan. 24 — Middlesex Farm Bureau vs. Chandler’s Automotive
  • 11:05 a.m. Jan. 24 — Iron Horse Xpress vs. Empowered Electric
  • 12:15 p.m. Jan. 24 — J&M vs. Clas Corp
  • Senior Division: Ward’s — Bye
  • 8:45 a.m. Jan. 31 — Ward’s vs. Clas Corp
  • 9:55 a.m.  Jan. 31 — Iron Horse Xpress vs. I Love Urb
  • 11:05 a.m. Jan. 31 — Chandler’s Automotive vs. Empowered Electric
  • 12:15 p.m. Jan. 31 — LCC vs. Middlesex Farm Bureau
  • Senior Division: J&M — Bye

 

  • 2:45 p.m. Feb. 7 — I Love Urb vs. Chandler’s Automotive
  • 3:55 p.m. Feb. 7 — Middlesex Farm Bureau vs. Empowered Electric
  • 5:05 p.m. Feb. 7 — Iron Horse Xpress vs. LCC
  • 6:15 p.m. Feb. 7 — J&M vs. Ward’s
  • Senior Division: Clas Corp. — Bye
  • 8:45 a.m. Feb. 14 — Clas Corp. vs. J&M
  • 9:55 a.m. Feb. 14 — Junior Division Seed #3 vs. Junior Division Seed #6
  • 11:05 a.m. Feb. 14 — Junior Division Seed #4 vs. Junior Division Seed #5
  • Senior Division: Ward’s — Bye
  • Junior Division: Seeds #1 and #2 — Bye
  • 2:45 p.m. Feb. 21 — Junior Division Seed #1 vs. Lowest Junior Seed Left
  • 3:55 p.m. Feb. 21 — Junior Division Seed #2 vs. 2nd Lowest Junior Seed Left
  • 5:05 p.m. Feb. 21 — Senior Division Seed #2 vs. Senior Division Seed #3
  • Senior Division: Seed #1 — Bye
  • 2:45 p.m. Feb. 28 — Junior Division Championship
  • 3:55 p.m. Feb. 28 — Senior Division Championship
  • 5:05 p.m. Feb. 28 — Coaches vs. Junior Division All-Stars
  • 6:15 p.m. Feb. 28 — Coaches vs. Senior Division All-Stars



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USCA Announced As NCAA Award Of Excellence Finalist

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AIKEN, S.C. – USCA is one of 26 schools and one conference announced as a finalist for the 2026 Award of Excellence. This award highlights initiatives that exemplify the Division II philosophy of community engagement and student-athlete leadership.

The overall finalists were chosen by a committee of athletics administrators and the Division II Student-Athlete Advisory Committee, with the SAAC members ultimately selecting the top three finalists. Those honorees, including the winner, will be announced at the Division II business session this month at the 2026 NCAA Convention in the Washington, D.C., area.

Each finalist will receive $750. The winner will receive $3,000, with the second-place finisher getting $1,750 and the third-place finisher awarded $1,500. All prize money is intended to be used for future SAAC programming or community engagement events.

Learn more about the 2026 finalists and their initiatives:

University of South Carolina Aiken, Peach Belt Conference

A Night in Wonderland: USC Aiken SAAC celebrated students with intellectual disabilities from the USCA LIFE program and the local community with a semi-formal prom night. Around 130 student-athletes and community volunteers transformed the campus gym into a ballroom, pairing each guest with a student-athlete buddy for an evening of dancing, games and inclusion.

A NIGHT IN WONDERLAND PHOTO GALLERY

Auburn Montgomery, Gulf South Conference

TOPSoccer and Dream Court: Auburn Montgomery partnered with YMCA TOPSoccer and Dream Court to support adaptive sports programs for youths with physical and intellectual disabilities. Over 45 student-athletes volunteered more than 500 hours, assisting with soccer and tennis activities that promoted inclusion and confidence. The collaboration included seasonal events and ongoing engagement with families in Montgomery.

Augustana (South Dakota) and Minnesota State Mankato, Northern Sun Intercollegiate Conference

Wish Family Fun Day, Make-A-Wish: Augustana and Minnesota State Mankato partnered to support Make-A-Wish. The programming featured a Week of Wishes with campus events, donation drives and a joint social media campaign. Sodexo donated food for the pregame tailgate and Make-A-Wish staff helped coordinate family participation. Activities included games, face painting and a football game experience for Wish kids, with over 60 families.

Bentley, Northeast 10 Conference

 

Flight Plan: Bentley launched a four-year leadership and development program for student-athletes built around five pillars: leadership, wellness, career readiness, community engagement and financial literacy. The program includes annual phases — Ignite, Ascend, Cultivate and Soar — with workshops, service projects and mentorship opportunities. Campus partners support this initiative through wellness training, career development and financial education to prepare athletes for life beyond college.

Central Intercollegiate Athletic Association (at large)

Painting HER Story: The CIAA’s 50th Anniversary Women’s Basketball Tournament in Baltimore combined athletic excellence with community engagement. Programming featured youth basketball and cheer clinics for more than 200 students with support from Under Armour, outreach through the Mental Health Forum, Money Moves Financial Summit, Tech Summit House and the Shoes of Hope initiative with Samaritan’s Feet, providing new shoes to 500 children. Education and career access were prioritized through High School Education Day, which welcomed 3,000 students for on-the-spot college acceptances and scholarships, and a Career Expo connecting families to employment opportunities. Free Fan Fest and Super Saturday removed economic barriers, while partners like Visit Baltimore, Nationwide and Food Lion amplified the event’s impact. Intergenerational programs such as the EmpowerHER Town Hall and the Hall of Fame Breakfast featured icons like Sheryl Swoopes.

Central Washington, Great Northwest Athletic Conference

Retirement Homes Reverse Trick or Treat: Central Washington’s SAAC led a “reverse trick or treat” at two senior living homes in Ellensburg, visiting 160 residents. Student-athletes delivered handwritten cards, candy and flowers while engaging in meaningful conversations, lifting spirits and building lasting relationships.

Coker, South Atlantic Conference

Halloween in Hartsville: Coker hosted Hartsville’s annual Treats on the Street celebration and its own campus trick-or-treat event, welcoming thousands of families, with over 468 student-athletes participating. Activities included soccer goal challenges, lacrosse shots and track sprints, creating interactive experiences for children. The second event welcomed over 200 families to the DeLoach Center for candy, costumes and a volleyball match.

Colorado Mesa, Rocky Mountain Athletic Conference

Where We Become Mavericks: Colorado Mesa connected student-athletes with Mesa County elementary schools to promote values and college readiness. Over 100 student-athletes from nine teams visited schools for assemblies and interactive lessons, including a Resiliency Pledge at Clifton Elementary. Colorado Mesa’s SAAC also launched a Reading and Recess Buddies program, reinforcing mentorship and engagement throughout the school year.

Concordia University Irvine, Pacific West Conference

Concordia Cares, L.A. Fire Relief: Concordia’s SAAC and women’s water polo student-athletes launched Concordia Cares in response to the January Los Angeles wildfires. Over six days, the campus collected hundreds of boxes of essentials and assembled over 200 care packages, raising additional funds for recovery efforts. Donations were delivered to pop-up sites, including Livingway Community Church and the Red Cross, with support from partners like U-Haul for storage.

D’Youville (at large)

Saints in Service Building Community Through Action: D’Youville student-athletes contributed over 250 hours to build a playground on Buffalo’s west side in partnership with the Ralph Wilson Park Conservancy. Their efforts addressed critical needs in an underserved neighborhood, creating a safe, inclusive space for families and children. 

Embry-Riddle (Florida), Sunshine State Conference

Food Brings Hope: Embry-Riddle partnered with Food Brings Hope and the NASCAR Foundation to support children from Volusia County. Student-athletes hosted kids at a men’s basketball game with meals, mascot photos and on-court activities, and later volunteered at the Daytona International Speedway to distribute more than 100 bikes and helmets.

Fairmont State, Mountain East Conference

Making a Wish Come True, Make-A-Wish: The SAAC at Fairmont State set a goal to raise $10,000 for Make-A-Wish and exceeded it by raising over $20,000, granting two wishes. The student-athletes put on fundraising events that included a Swim-A-Thon, a free youth softball camp and a community volleyball tournament, supported by campus dining partner Elior.

Ferris State, Great Lakes Intercollegiate Athletic Conference

Golden Girls: The Ferris State stunt program organized monthly “Pamper Days” at The Brook of Big Rapids assisted living facility, creating joyful experiences for the residents. The student-athletes partnered with the “Golden Girls” group for a halftime performance at a football game, strengthening intergenerational connections. In their inaugural season, the 39-member team completed over 765 community engagement hours.

Gannon, Pennsylvania State Athletic Conference

Make-A-Wish Initiative: Gannon raised $14,339 for Make-A-Wish during the 2024–25 academic year, ranking second nationally and contributing to the conference’s fundraising total. Student-athlete fundraising efforts included themed games, raffles, bake sales and events like the women’s lacrosse Wish Stars Campaign and acrobatics and tumbling’s Make-A-Wish meet. The year culminated in a wish reveal granting a child’s trip to LEGOLAND.

Georgian Court, Central Atlantic Collegiate Conference

The Lakewood United Initiative: Georgian Court launched a departmentwide effort to mentor youth in Lakewood through academic, athletic and life-skills programming. Student-athletes led school visits, reading sessions, sport clinics and community events like Trunk or Treat and a Color Run, impacting hundreds of students in a district where fewer than 42% pursue college.

Johnson C. Smith, Central Intercollegiate Athletic Association

The Smitty Project — Literacy as a Bridge to Opportunity: Johnson C. Smith engaged K-8 students through campus-based programs like AVID Day, Literacy Boot Camp and a Scholastic Book Fair. Student-athletes contributed over 2,000 community engagement hours with initiatives combining reading, mentorship and college exposure. This programming served hundreds of students in the Charlotte-Mecklenburg area through tutoring, story sessions, technology workshops and raising thousands for book access.

University of Mary (at large)

Day of Service: Mary united nearly 500 student-athletes and over 1,500 volunteers for a record-breaking day of community engagement across 76 sites. Teams landscaped parks, restored historic sites, assisted nonprofits and supported vulnerable populations, contributing more than 6,000 engagement hours. Rooted in the school’s Benedictine tradition and “Greatness through Virtue” philosophy, the day showcased character, leadership and hope.

Missouri S&T, Great Lakes Valley Conference

Tornado Cleanup: After an EF-2 tornado struck Rolla, Missouri, S&T student-athletes and staff mobilized for cleanup efforts, volunteering alongside FEMA and the Red Cross. Football and soccer student-athletes cleared debris, removed fallen trees and assisted affected families, contributing significant labor to restore the community. The soccer teams also hosted a free clinic for children impacted by the disaster.

Missouri Western, Mid-America Intercollegiate Athletics Association

Griffs Giving Gifts: Missouri Western adopted 11 families through a partnership with the St. Joseph AFL-CIO Community Services Department. Student-athletes raised over $7,000, provided gifts, nonperishable food and household essentials, and delivered items personally — complete with a student-athlete dressed as Santa. The initiative also included Thanksgiving meals for four families, touching 36 children and 16 adults.

Roberts Wesleyan, East Coast Conference

Redhawks Reachout, Mental Health: Roberts Wesleyan prioritized mental health through partnerships with Morgan’s Message, The Hidden Opponent and the University Wellness Center. Programs included mental health screenings, goat yoga and advocacy campaigns like Smash the Stigma, alongside awareness games hosted by the volleyball and field hockey teams. Over 300 engagement hours from student-athletes supported these efforts, complemented by fundraising and volunteer work for the Pirate Toy Fund, saving over $10,000 in labor costs and collecting thousands of toys for local children.

San Francisco State, California Collegiate Athletic Association

Act of Love: San Francisco State launched a campuswide effort to save its programs after facing a system budget crisis and the potential elimination of athletics. Student-athletes, SAAC leaders, administrators and the Associated Students organization collaborated to advocate for a student fee increase, leveraging social media campaigns, meetings and campus engagement. Increased game attendance and a formal statement of support from Associated Students helped secure funding and preserve athletics at the school.

Southern Arkansas, Great American Conference

Rachael’s Wish, Make-A-Wish: Southern Arkansas student-athletes partnered with Make-

A-Wish to grant “Rachael’s Wish,” raising over $10,000 through initiatives like Restaurant Week, a football game fundraiser and private donations. SAAC members dedicated 174 volunteer hours to help fulfill Rachael’s wish to visit Disney World through a personalized reveal event, including a campus tour, art department visit and volleyball-themed celebration.

Tuskegee, Southern Intercollegiate Athletic Conference

Macon County Helping Hands Food Drive: Tuskegee athletics partnered with the Macon County Helping Hands Food Ministry to organize one of the largest food distributions in Tuskegee. Student-athletes collected, organized and distributed meals and grocery items to hundreds of families, promoting leadership and service learning. The initiative reinforced campus-community relationships and provided essential resources to local residents.

UNC Pembroke, Conference Carolinas

Education Appreciation Day: UNC Pembroke hosted an Education Appreciation Day during a men’s and women’s basketball doubleheader to honor faculty, staff and local educators. The event featured free admission, giveaways, halftime games and T-shirt tosses, while local elementary school students were invited to connect with student-athletes through the Braves Buddies program. Over 1,800 attendees enjoyed a festive atmosphere celebrating education as a pathway for youth.

The University of Texas at Tyler, Lone Star Conference

Sports Camp Supporting Kerr County Flood Relief: UT Tyler hosted Patriots for a Cause, a two-day sports camp benefiting the Kerr County flood relief fund. In partnership with UT Health East Texas, coaches and student-athletes provided multisport instruction for 136 campers, while local businesses like Hawaiian Bros and Raising Cane’s donated meals. The event raised $8,385.50 for the Community Foundation of the Texas Hill Country’s relief fund.

Walsh, Great Midwest Athletic Conference

Cav Salute: Walsh honored veterans, active duty service members and local first responders in celebration of America’s 250th birthday. The initiative included patches on student-athlete uniforms, a Veterans Day celebration and a Salute to Service football game. Over 750 student-athletes engaged in community engagement projects like a Home Run Derby fundraiser, a Veteran Suicide Awareness Push-Up Challenge and volunteering at the Serving Area Military Center. The initiative raised $1,619 for local veteran organizations, along with donated goods.

 

 



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#UnitedBy building bridges – Lindsey Kittredge

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The programme has grown exponentially since its launch, and Kittredge has no plans to let it slow down. In fact, she and her husband have big ideas and goals that they’re aiming to set into motion within the next 12 months.“As for what’s next, right now we’re working on a huge, strategic five-year plan,” she says. “We really feel that in a year, our programme in Rwanda will be completely sustainable with local talent. Our entire coaching staff is Rwandan, and we’re in the process of hiring our first Rwandan in-country programme director. So we’re not only empowering women and men, but we’re also providing a pathway to employment. We are proud to use the power of sport to significantly affect their lives with not only health education, but also a job that helps them support their family. We’re looking to get a lot more institutional funding so we can continue to grow domestically here, in Boston, and take our international model throughout Rwanda, or maybe even to another country.”



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UW-La Crosse aims to break attendance record Saturday during Bubba’s Youth Day honoring coach Moran Lonning’s son

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UW-La Crosse is inviting the community to Mitchell Hall on Saturday for a day of play and remembrance, dedicated to the legacy of Charlie “Bubba” Lonning Weber.

The festivities kick off at from noon-2:45 p.m. with the Charlie’s Kids fest, and lead into the UW-L women’s basketball game after that, where attendance is free and they hope to break the WIAC single-game attendance record of 2,112 fans.

The game will also feature a deeply personal tribute, as the Eagles take the court in special jerseys. Each jersey will be inscribed with the names of 19 infants who have passed away, serving as a visual memorial to raise awareness for pregnancy and infant loss.

Know before you go: Bubba’s Youth Day & Charlie’s Kids fest

If you are planning to help “Fill Mitchell Hall” Saturday, here is the schedule and what you need to know:

  • Charlie’s Kids fest (Noon–2:45 p.m.): The pre-game party takes place in the Mitchell Hall Fieldhouse. It features inflatables, obstacle courses, and activity stations for kids (preschool through 8th grade).
  • The Big Game (3 p.m.): Stick around as UW-La Crosse Women’s Basketball takes on UW-Platteville. This is the official push to break the WIAC attendance record of 2,112 fans.
  • Admission is FREE: Both the fest and the basketball game are free for fans of all ages.
  • Registration & Waivers: While the event is free, children participating in the fest must be accompanied by an adult. You can save time by signing the required waiver online before you arrive.
  • The Cause: The event is hosted by Bubba’s Fund, which supports the Charlie’s Kids Foundation. Their mission is to provide SIDS education and “sleep safe” resources to new parents, a mission that has already significantly impacted childcare safety in the La Crosse area.

While the record is a target, organizers say the primary goal is to “Fill Mitchell Hall” with support for a cause that has already transformed local childcare safety.

Alex Weber (left), Moran Lonning and Charlie “Bubba” Lonning Weber (PHOTO: bubbasfund.org)

The event supports Bubba’s Fund, established by UW-L women’s basketball coach Moran Lonning and her husband, Alex Weber, after their son Charlie passed away in 2024 at just three months old.

Since then, the fund has reached a major milestone in successfully providing automated external defibrillators (AEDs) to every state-licensed childcare facility in La Crosse.

Saturday’s events will help sustain that momentum and support “Rising Athletes,” a nonprofit that removes financial barriers for local youth sports.

Charlie’s Kids Fest at Mitchell Hall Fieldhouse is free for children (preschool through 8th grade) and features inflatables, obstacle courses, plus a chance to play alongside UW-L student-athletes.

Parents are encouraged to sign a participation waiver in advance at bubbasfund.org.

Moran was a guest on La Crosse Talk on Thursday morning with Sean Dwyer.

La Crosse Talk airs weekdays at 6-8 a.m. Listen on the WIZM app, online here, or on 92.3 FM / 1410 AM / 106.7 FM (north of Onalaska). Find the show on Apple Podcast, Spotify or here.



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