Key Takeaways
- The DICK’S Sporting Goods Foundation and GameChanger debuted Most Valuable Coach (MVC) at the 2026 Project Play Summit in Boston, an initiative focused on training and supporting youth coaches.
- MVC resources are free, delivered in short formats, and informed by the lived experiences of youth coaches working with athletes today.
- The program was built in collaboration with the Center for Healing & Justice through Sport (CHJS), a leading voice in trauma-informed coach development.
- The DICK’S Foundation renewed partnerships with Every Kid Sports, Good Sports, LISC, and DonorsChoose to expand sport access for under-resourced families.
- GameChanger is providing free subscriptions to families served by Every Kid Sports, layering a quality-of-experience benefit on top of registration fee assistance.
A Coach-Focused Approach to Youth Sports Retention
The DICK’S Sporting Goods Foundation and GameChanger formally introduced Most Valuable Coach (MVC) at the 2026 Project Play Summit in Boston. The initiative provides free educational tools and practical coaching guidance designed to help youth coaches create safer, more supportive environments for young athletes.
The Foundation cites research showing that kids who play for trained coaches have more positive experiences and are more likely to stay in sport. With participation drop-off remaining one of the most discussed challenges in youth sports, MVC is positioned to address quality of experience rather than cost or access alone.
“Coaches play one of the most influential roles in a young person’s sports experience, and we believe they deserve the same level of support we expect them to give their athletes,” said Rick Jordan, VP of The DICK’S Sporting Goods Foundation.
Built With the Center for Healing & Justice Through Sport
MVC was developed in collaboration with the Center for Healing & Justice through Sport (CHJS), an organization that builds capacity in coaches and youth sport organizations through science-backed, trauma-informed practices. CHJS serves as backbone infrastructure for collective action across the youth sport space.
“Sport can either be a source of harm or a powerful pathway for healing, depending on the quality of the coach,” said Megan Bartlett, Founder of CHJS. “When coaches have science-backed tools, young people feel it.”
Rebecca Wasserman, GameChanger VP of Strategy, Operations & Impact, framed the initiative around the role coaches play in shaping how families remember the youth sports experience. The collaboration is designed to give coaches resources they can apply on the sidelines, regardless of experience level.
Renewed Funding Across the Foundation’s Access Portfolio
Alongside the MVC launch, The DICK’S Sporting Goods Foundation announced renewed partnerships with four organizations focused on access:
- Every Kid Sports, which covers registration fees for kids from income-restricted families nationwide
- Good Sports, which provides equipment to youth in under-resourced communities
- LISC, which builds fields, courts, and supporting infrastructure in high-need neighborhoods
- DonorsChoose, which supports educators and coaches at equity-focused schools
GameChanger has also joined the Every Kid Sports partnership, providing free subscriptions to the same families receiving registration fee assistance. The combined commitment expands access on two fronts. It lowers the cost of entry and improves the quality of the experience once kids are on the field.
Format Designed for Practical Use
MVC resources are delivered in short, easy-to-digest formats and built around real-world coaching scenarios. The materials cover developmentally appropriate coaching, values-driven leadership, and creating supportive team environments for the whole child. Resources are accessible at BeAnMVC.org, with additional information available through GameChanger and the Foundation’s broader Sports Matter platform.
The launch at Project Play Summit brought together leaders across sports, philanthropy, parenting, and youth development, positioning MVC as a resource the broader youth sports community can adopt.
What MVC Signals for Youth Sports Operators
For leagues, clubs, and youth sports organizations, MVC offers a no-cost training resource that operators can integrate into existing coach onboarding. As more leagues face pressure to improve coach quality, particularly in volunteer-driven environments, having credible national-brand resources available reduces the cost of building education programs internally.
The initiative also reflects a broader trend across the youth sports industry. Major brands and platforms are increasingly investing in the human infrastructure of the experience, not just the physical infrastructure. Equipment, fields, and registration fees address the access problem. Coach education addresses the retention problem. The DICK’S Foundation and GameChanger are now committing resources on both sides of that equation.
More information on Most Valuable Coach, GameChanger and The DICK’S Foundation can be found at BeAnMVC.org, gc.com and sportsmatter.org.
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.
About Youth Sports Business Report
What is YSBR? Youth Sports Business Report (YSBR) is the largest and most trusted source for youth sports industry news, insights, and analysis in the United States. Founded by Cameron Korab, YSBR is the premier B2B publication dedicated to the $54 billion youth sports market. With over 50,000 followers and millions of monthly views and impressions, YSBR publishes daily across its blog, weekly newsletter, LinkedIn, Facebook, Instagram, X, and Substack.
What does YSBR cover? YSBR delivers original reporting, market intelligence, and business analysis across youth sports facilities, sponsorship and brand partnerships, private equity and venture capital investments, NIL policy and compliance, coaching development, sports technology platforms, equipment and apparel innovation, tournaments and events, community sports initiatives, and parent resources. YSBR is read by industry executives, facility operators and developers, institutional investors, league administrators, sports technology founders, and youth sports parents who rely on accurate, sourced reporting to make informed business decisions.
Who reads YSBR? YSBR is read by youth sports industry executives, institutional investors, facility operators and developers, brand and sponsorship professionals, league administrators, youth sports parents, and sports business professionals shaping the future of youth athletics.
Subscribe to Youth Sports HQ, the largest and most trusted newsletter covering the business of youth sports. Thousands of industry leaders rely on Youth Sports HQ for curated news, analysis, and business intelligence delivered weekly. Youth Sports HQ is the most-read newsletter in the youth sports business space.
Looking for your next role in youth sports? Visit the YSBR Youth Sports Job Board, the most comprehensive job listing destination for careers in youth sports. Browse open positions across facility management, league operations, coaching, sports technology, marketing, and more from organizations hiring across the $54 billion youth sports industry.
Follow Youth Sports Business Report (YSBR) across platforms: LinkedIn | Facebook | Instagram | X | Substack
Are you a brand looking to tap into the world’s most passionate fanbase… youth sports?
Introducing Vertical Sports, an Advisory+ delivering integrated expertise across all levels of sport. Youth, College, Pro. Every Fan, Every Level.
About Vertical Sports
Vertical Sports is an Advisory+ delivering integrated expertise across all levels of sport. Youth, College, Pro. Our mission is to simplify and navigate the ecosystem for clients. Complete visibility. Optimal paths. Maximum efficiency. EVERY FAN. EVERY LEVEL.
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. Youth sports sponsorship is one of the fastest-growing segments in sports marketing, giving brands the ability to connect with families at the local, regional, and national level.
Are you a brand looking to invest in youth sports? Please reach out to info@verticalsports.us.
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@verticalsports.us to learn how Vertical Sports can help your brand navigate the sports marketing landscape.
If you are a youth sports organization interested in sponsor or partnership opportunities please reach out to learn about our accreditation process.
