Key Takeaways
- Phoenix Children’s is the first founding partner of the new platform and holds the title of official youth health and wellness partner.
- Circle of Champions pairs naming rights on a signature event with year-round program and hospitality access, per the Foundation.
- The two organizations’ relationship, active since 2011, has directed nearly $1 million to pediatric care and inclusive play.
- Fiesta Sports Foundation reports $35 million in charitable funding over 15 years, reaching more than 600,000 youths each year.
Fiesta Sports Foundation has launched Circle of Champions, a premium partnership platform built for year-round involvement rather than a single sponsorship buy, and Phoenix Children’s has signed on as its inaugural founding partner. The pediatric health system will serve as the Foundation’s official youth health and wellness partner, according to a press release. The Fiesta Sports Foundation Circle of Champions program extends a relationship that dates to 2011 and has contributed nearly $1 million toward pediatric emergency and trauma care, inclusive play opportunities and patient-focused programs, the Foundation said.
How the Fiesta Sports Foundation Circle of Champions Model Works
The program is structured as an expansion of the Foundation’s traditional sponsorship model. Each partner receives naming rights to a signature event or program, plus participation in multiple Foundation programs, events and hospitality experiences throughout the year, according to the release. Foundation officials said the platform is intended for organizations seeking long-term involvement and measurable outcomes through participation across multiple initiatives, rather than a one-time activation.
Erik Moses, executive director and CEO of Fiesta Sports Foundation, framed the difference in how conversations with partners begin. “Our approach with partners in this program is ‘what can we accomplish together’ rather than ‘what assets do you want to buy,'” Moses said. He described Circle of Champions as the Foundation’s premium tier for organizations that want to connect their business, their people and their purpose to Arizona.
For youth sports organizations that sell sponsorships, the mechanics are the notable part: one partnership tied to a named asset and a bundle of programs, in place of individually priced inventory.
A Partnership That Predates the Platform by 15 Years
Phoenix Children’s and Fiesta Sports Foundation have worked together since 2011. Beyond the funding for pediatric care, the relationship has included more than a decade of support for the Give-A-Thon, along with hospital visits, Fiesta Bowl Parade participation and other community initiatives serving Arizona children and families, per the release.
John R. Nickens IV, president and CEO of Phoenix Children’s, tied the founding partner role to the health system’s stated goal of improving the health of a generation. “Partnering with Fiesta Sports Foundation helps us reach even more children and families where they learn, play and grow,” Nickens said.
Where Phoenix Children’s Shows Up on the Foundation Calendar
As founding partner, Phoenix Children’s will participate in Foundation programs throughout the year, including the AED Assistance Program, the Wellness Forum, Wishes for Teachers, youth football and flag football programs, patient and family experiences, and statewide community engagement activities, according to the release.
That calendar sits on top of a sizable footprint. Over the past 15 years, Fiesta Sports Foundation has provided $35 million in charitable funding across Arizona and has supported programs in all 15 counties and 22 tribal communities, the Foundation said. It reports serving more than 1 million Arizonans and reaching more than 600,000 youths annually through sporting events and charitable programs focused on youth, sports and education.
A Signature Event Naming Announcement Due This Fall
The deal’s most visible asset is still unassigned. Naming rights for the signature event tied to the Phoenix Children’s partnership are expected to be announced this fall, per the release. Organizations interested in joining the program can visit the Foundation’s website or contact Bryce Hancock, the Foundation said.
Circle of Champions launches with one partner and a defined set of touchpoints: a named event, a slate of youth health and football programs, and hospitality access across the year. Whether the Foundation intends to add more founding partners was not disclosed. The next confirmed milestone arrives this fall, when the Foundation names the signature event that will carry the Phoenix Children’s name.
Source: Arizona Digital Free Press, September 14, 2026, https://arizonadigitalfreepress.com/fiesta-sports-foundation-launches-circle-of-champions-partnership-program/
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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.
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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.
