Key Takeaways
- The six-week school program will reach approximately 1,600 students in years 8 and 9 across 69 schools in London, the Northwest, and the West Midlands
- Eight Barclays WSL players, including Bunny Shaw, Lauren Hemp, and Fran Kirby, provide the personal stories that anchor each week’s curriculum
- Football Beyond Borders delivers the program, pairing classroom learning with on-pitch sessions built around drills inspired by the featured players
- The initiative grew out of Nike’s expanded role as official technical partner of WSL Football, which includes a commitment to community engagement programming
WSL Football and Nike have launched Breaking Lines, a long-term youth program designed to shift perceptions of women’s football and bring more young people, especially girls, into the game. The Breaking Lines program combines classroom learning with practical football sessions and will reach approximately 1,600 students across 69 English schools in its first run, according to WSL Football’s announcement.
How the Six-Week Curriculum Works
Breaking Lines is built around the experiences of eight Barclays WSL players: Bunny Shaw, Lauren Hemp, Lotte Wubben-Moy, Fran Kirby, Kosovare Asllani, Mariona Caldentey, Wieke Kaptein, and Lenna Gunning-Williams. Each week of the six-week program centers on a different theme, including identity, self-expression, belonging, managing pressure, and overcoming setbacks, with players’ stories serving as the entry point for students to reflect on their own lives.
The classroom component runs alongside practical football sessions featuring drills inspired by the skills those players demonstrate on the pitch. The structure is deliberate: athlete stories open the conversation, and the sport itself keeps students engaged.
Football Beyond Borders, a charity focused on using sport to engage young people in education, delivers the program in schools. “By showcasing the athletes’ personal and professional reflections, Breaking Lines establishes the players as powerful role models both on and off the pitch,” said Ceylon Andi Hickman, Deputy CEO of Football Beyond Borders, in the announcement.
Where the Program Lands First
The initial rollout targets students in years 8 and 9, roughly ages 12 to 14, through 46 schools in London, 13 in the Northwest, and 10 in the West Midlands, per WSL Football. That totals 69 schools and approximately 1,600 participants.
The regional spread is worth noting for operators. Rather than concentrating in a single market, the program launches across three regions that map to WSL club footprints, putting player stories in front of students in the communities where those clubs compete.
A Technical Partnership That Now Includes Community Delivery
Breaking Lines originated through Nike’s expanded role as official technical partner of WSL Football. According to the league, the partnership includes a shared commitment to community engagement initiatives that improve access and shift perceptions of football for women and girls.
That structure matters for anyone watching how apparel deals are evolving. The partnership covers more than kit supply; it funds and builds youth-facing programming with a named delivery partner and measurable reach targets.
“Breaking Lines is a powerful example of how Nike is working in partnership with community partners, athletes and sports leagues around the world to create a future of youth sport that is accessible, inclusive and fun,” said Dan Burrows, GM of Future of Youth Sport at Nike, in the announcement.
Ruth Hooper, Chief Marketing Officer at WSL Football, said the league’s players resonate “not only because of what they achieve on the pitch, but because of the challenges, values and resilience that have shaped their journeys.”
From Kit Supplier to Classroom Partner in 69 Schools
WSL Football describes Breaking Lines as a long-term program, and the first cohort establishes the baseline: 69 schools, three regions, 1,600 students. Neither party has announced expansion targets beyond the initial rollout, but the long-term framing and the three-way structure between a league, its technical partner, and a delivery charity give the program a repeatable model. The open question is scale: whether year two extends Breaking Lines beyond the three launch regions or deepens its footprint within them.
Source: WSL Football, https://www.wslfootball.com/news/wsl-football-and-nike-launch-breaking-lines
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
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.
Youth Sports Business Report resources
- Newsletter: Subscribe to Youth Sports HQ, the most-read newsletter on the business of youth sports, delivering curated youth sports industry news and analysis to thousands of industry leaders every week.
- Research: Read the Youth Sports TAM & Parent Spending Report, an exclusive YSBR and Kinetica Group analysis of market size, parent spending, and marketplace opportunities.
- Jobs: Browse the YSBR Youth Sports Job Board, the most comprehensive destination for careers in youth sports, with hundreds of active listings across facility management, league operations, coaching, sports technology, and marketing.
- Services: Find vetted partners and solutions for your organization in the YSBR Services Hub, connecting youth sports operators, brands, and investors with verified providers across the industry.
- About: Learn more about Youth Sports Business Report and our editorial standards.
Follow Youth Sports Business Report (YSBR): LinkedIn | Facebook | Instagram | X | Substack
Check out Jr. Sports Marketing on YouTube or Spotify
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.
