Key Takeaways
- Each of the three 2026 Chevrolet Driven FC events will host up to 85 selected youth players, according to Chevrolet Canada.
- Toronto FC, CF Montréal and Vancouver Whitecaps FC will host sessions between September 20 and September 27, 2026.
- The host MLS clubs lead player nominations, while local Chevrolet dealerships support outreach to youth leagues, schools and community groups.
Chevrolet and Major League Soccer (MLS) announced on September 18, 2026, the return of Chevrolet Driven FC, a national youth soccer experience in Canada that brings nominated young players onto the field with first-team professionals. According to Chevrolet Canada, each of the program’s three events will host up to 85 youth players, which works out to as many as 255 participants across the tour. The sessions are held with Canada’s three MLS clubs: Toronto FC, CF Montréal and Vancouver Whitecaps FC.
The program recognizes young players who show hustle, heart and grit on the field and in their communities, the company said.
Chevrolet Driven FC Tour Dates and Host Venues
The 2026 schedule runs across eight days and three markets, according to the announcement:
- Toronto, Ontario (Toronto FC): Sunday, September 20, at BMO Training Grounds
- Montreal, Quebec (CF Montréal): Tuesday, September 22, at Stade Saputo
- Vancouver, British Columbia (Vancouver Whitecaps FC): Sunday, September 27, at the National Soccer Development Centre
At each stop, participants take part in interactive training drills and question-and-answer sessions with first-team MLS players, Chevrolet Canada said. The format puts youth players in club training environments rather than a neutral venue, which gives each host club a direct role in the day.
Several first-team players from each club will lead drills, share career advice and mentor participants, according to the release. Named participants include Toronto FC defender and midfielder Richie Laryea and Vancouver Whitecaps FC defender Sam Adekugbe, joined by additional first-team players and club representatives across the three markets.
How Are Players Selected for Chevrolet Driven FC?
Selection runs through the clubs themselves. According to Chevrolet Canada, each host MLS club leads the nomination process by working with local youth leagues, schools and community organizations to identify deserving players.
Local Chevrolet dealerships support that effort through community outreach, the company said. This structure ties a national automotive sponsorship to local retail points, with dealers participating in the grassroots work in their own markets rather than appearing only as logo placement.
Community members could still submit nominations at the time of the announcement, according to the release, with program details available at drivenfc.ca.
MLS and GM Canada Frame the Program Around Access
Both partners described the initiative in terms of access for young players.
“Chevrolet Driven FC creates meaningful access for youth across Canada while supporting our shared commitment to growing soccer at the grassroots level,” said Diego Moratorio, General Manager, MLS Canada.
Lauren MacDonald, Chief Marketing Officer, General Motors Canada, tied the program to the brand’s community positioning. “Chevrolet Driven FC is about removing barriers, celebrating community spirit, and giving young players memories that will stay with them forever,” MacDonald said.
For MLS, the program extends league engagement in a market where it operates three of its 30 clubs, according to the league’s boilerplate. MLS is in its 31st season in 2026.
255 Spots, Three Clubs, and a Dealer Network in the Middle
The 2026 edition keeps the program’s footprint tied to Canada’s MLS markets, with capacity capped at 85 players per session, according to Chevrolet Canada. What the release does not disclose is how many nominations each club received, how many dealerships took part in outreach, or whether the tour will expand beyond the three MLS cities. With the Vancouver session on September 27 closing out the schedule, participation figures and any plans for a 2027 edition are the next details to watch.
Source: Chevrolet Canada, September 18, 2026, [URL]
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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.
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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.
