Lisa Gramling, SVP of Research Innovations & Intelligence, NA, at Momentum Worldwide lives in NYC with her family. This fall, she’s looking forward to a new chapter as her youngest child starts his freshman year at the University of Maryland. She’s looking forward to getting the full collegiate sports experience and cheer him on as he rows for the university’s team. Continue reading to discover Lisa’s perspective on Youth Sports…
Game on, brands: Why it’s time to step up for youth sports
Over half of all parents (55%) have at least one child involved in youth sports. With an estimated 70.9 million kids under 18 in the US*, that’s a lot of parents on the sidelines—and a lot of parents who are signing up, showing up, cheering on and very likely footing the bill. While the average family spends $883 per child annually on youth sports, parents of kids in elite programs (in sports like lacrosse, gymnastics or tennis) can spend upwards of $12,000 a year or more,* with the bulk of that money going toward travel and team fees.
The price to play
What once seemed like a time commitment—shuttling kids to practice, traveling to weekend-long tournaments—has become a significant financial burden. In fact, our research shows that financial issues are the biggest obstacle for those involved in youth sports. The cost of equipment, uniforms and fees is a major concern, with 36% of parents worrying about equipment costs and 32% concerned about participation fees. Youth sports can provide children with the ability to learn both physical and life skills. Having to turn a budding athlete away simply because they couldn’t afford it isn’t just sad, it’s unacceptable.
It takes a village (and a brand)
As Magic Johnson once said, “All kids need is a little help, a little hope, and somebody who believes in them.” While parents and coaches are doing their best, communities and brands can elevate that support to the next level.
The good news? People are on board. Our research found that 84% of those with close ties to youth sports are more favorable of brands that sponsor local organizations. Brand sponsorship for teams is nothing new, but the focus is typically on the collegiate and professional levels. The vast majority of those athletes? They got their start in youth sports.
There are unlimited opportunities for a brand to make an impact, from donating equipment and uniforms (56%) to funding skills camps (46%) or sponsoring team-building trips (41%). Why wouldn’t a company want to be part of the journey for a child who might become the next Tom Brady or Lamine Yamal? More importantly, why wouldn’t a brand want to play a role in helping a child create amazing memories, learn life lessons and forge lasting friendships?
Memories that last a lifetime
As I close the chapter on my own child’s youth sports career, I look back on the years spent on the bleachers and riverbanks with the fondest of memories. The constant running to practices and games? The endless loads of laundry? They felt like tasks at the time, but they are now some of my most treasured memories. It’s not just the young athlete who gets caught up in the game; it’s the parents, coaches, friends and extended family, too.
So, listen up, brands, companies and communities. There’s always room for more people to cheer on and celebrate. Come on, let’s play.
(Sources: Childstats.gov; Project Play)