Key Takeaways
- The Phoenix Suns, Phoenix Mercury and Valley of the Sun YMCA will develop a $60 million, 55,000-square-foot YMCA in downtown Phoenix, opening in 2029.
- The three-story center features three basketball courts: one NBA-size court and two high school-size courts for camps, clinics and tournaments.
- VanTrust Real Estate will build approximately 60 affordable housing units in three additional stories above the facility.
- Groundbreaking is planned during NBA All-Star Weekend 2027, positioning the project as the event’s lasting legacy in Phoenix.
The Phoenix Suns, Phoenix Mercury and Valley of the Sun YMCA announced plans on October 19 to develop a $60 million YMCA in downtown Phoenix, a three-story, 55,000-square-foot youth basketball facility scheduled to open in 2029. As part of the project, VanTrust Real Estate will build approximately 60 units of affordable housing in three additional stories above the center, according to the announcement.
The teams positioned the development as part of owner Mat Ishbia’s investment in the Phoenix community, pairing youth basketball with programs focused on education, health and wellness, workforce development and food insecurity.
Three Courts Anchor the Downtown Youth Basketball Facility
The center will feature three basketball courts, including one NBA-size court and two high school-size courts, per the announcement. The courts will host camps, clinics, tournaments and other skill development opportunities for young athletes, with the teams describing the building as a premier hub for youth basketball in Arizona.
“This is more than a building. It’s an investment in our community and its future,” said Mat Ishbia, owner of the Phoenix Suns and Phoenix Mercury. “It’s a place where kids can discover their potential, families can build meaningful connections and everyone can come together, support one another, and grow.”
The facility will sit in downtown Phoenix and serve families across central and south Phoenix, two areas the organizations identified as the project’s primary focus.
Affordable Housing and Family Services Above the Courts
Beyond basketball, planned programming includes tutoring and internships, onsite counselors and coaches, training and career development programs, nutrition classes and a full-service cafe, according to the announcement.
VanTrust Real Estate will develop three additional stories above the center with approximately 60 affordable housing units, bringing youth sports, family resources and housing together in one downtown location.
“Building on nearly 134 years of service, we are reimagining the downtown YMCA to create a place where youth and families can connect, grow and thrive for generations to come,” said Bryan Madden, President and CEO of Valley of the Sun YMCA.
A Groundbreaking Timed to NBA All-Star Weekend 2027
The downtown Phoenix YMCA will serve as the lasting community legacy project of NBA All-Star 2027 in Phoenix, and the Phoenix Suns/Phoenix Mercury Foundation and the YMCA plan to host a groundbreaking ceremony during All-Star Weekend, per the announcement.
The Foundation brings established scale to the partnership. Founded in 1988, the charitable arm of the Suns, Mercury and Valley Suns contributes more than $5 million to the local community annually, impacts more than 500,000 people each year and has granted more than $50 million to nonprofit partners since its inception, according to the organization.
The sequence is now set: shovels in the ground during All-Star Weekend in February 2027, followed by a scheduled 2029 opening.
Source: NBA.com (Phoenix Suns), October 19, 2026, Press release
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Youth Sports Business Report (YSBR) is the largest and most trusted media platform covering the business of youth sports worldwide. YSBR delivers youth sports news, market intelligence, and original analysis daily across facilities, sponsorships, private equity, NIL, sports technology, and league operations. With more than 50,000 followers, YSBR is the leading source of youth sports industry news for the investors, owners, operators, and brands shaping the future of youth sports.
How big is the youth sports market?
American families spend approximately $54 billion annually on kids’ sports and recreation, according to the YSBR and Kinetica Group Youth Sports TAM & Parent Spending Report, with organized sports alone representing a $40 billion-plus market. The average family spent $1,016 on a child’s primary sport in 2024, up 46 percent since 2019, per the Aspen Institute’s Project Play, and market research projects the global youth sports market will reach approximately $114 billion by 2032 (Business Research Insights).
How many kids play youth sports in the United States?
Approximately 27.3 million children ages 6 to 17, or about 54.6 percent, played organized sports in 2022-2023, according to the National Survey of Children’s Health as reported by the Aspen Institute’s Project Play. High school sports participation reached a record 8.26 million athletes in 2024-25, per the NFHS.
Who founded Youth Sports Business Report?
Youth Sports Business Report was founded by Cameron Korab, a sports marketing veteran with more than a decade in the industry and an MBA from Northwestern University’s Kellogg School of Management. Korab also co-founded Vertical Sports, a sports marketing advisory serving brands across youth, college, and pro sports.
What does YSBR cover?
YSBR delivers original reporting and market intelligence on youth sports facilities, youth sports technology, sponsorship and brand partnerships, private equity and venture capital deals, NIL policy, coaching development, equipment and apparel, tournaments and events, and community sports initiatives. Readers include industry executives, investors, facility owners and operators, league administrators, and youth sports parents.
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Hosted by Cameron Korab, founder of Youth Sports Business Report, Jr. Sports Marketing features candid 1-on-1 conversations with the brands, athletes, leagues, and innovators building the future of youth sports. Each episode breaks down how the smartest brands are activating, building equity, and winning with youth sports families. If you’re an operator, founder, investor, or marketer trying to understand where this space is headed, this is your show.
Youth Sports Marketing Questions, Answered
Where can brands sponsor youth sports? Brands can sponsor youth sports through local leagues and clubs, tournaments and events, facilities and complexes, governing bodies, and national platform programs. Sponsoring a child’s own program is the most powerful entry point: 81 percent of parents say it captures their attention, outperforming TV, social media, and pro sports sponsorship, per a 2026 Priority Partnerships study conducted by YouGov Sport.
How much does youth sports sponsorship cost? Youth sports sponsorship costs range from a few thousand dollars for a local league or team sponsorship to six and seven figures for regional facility naming rights and national platform programs. The environment is welcoming at every level: 84 percent of parents hold net positive sentiment toward brands sponsoring youth sports, with negative sentiment under 5 percent, per YouGov Sport research. Most brands start with a pilot activation, measure engagement, then scale.
What is the ROI of youth sports marketing? The data is striking: 80 percent of parents say they would choose the brand that sponsors their child’s youth sports program when comparing two similar products, per a 2026 Priority Partnerships study by YouGov Sport. A 2026 EMARKETER and DICK’S Media survey found 84 percent of sports parents say that role influences their purchase decisions, and 60 percent spend more on game and practice days, driving loyalty across categories from dining to travel to automotive.
Ready to build a youth sports strategy? Vertical Sports is an Advisory+ delivering integrated expertise across all levels of sport. Youth, College, Pro. Every Fan, Every Level. Brands and youth sports organizations can reach the team at info@verticalsports.us.
