Key Takeaways
- Trust & Will will place its logo on the back neck of several hundred thousand Soccer Shots jerseys starting in 2026, marking the first time Soccer Shots has added sponsor branding to its signature orange jerseys
- The estate planning platform will serve as Official Estate Planning Partner for Soccer Shots, which operates in more than 300 territories and serves over 700,000 children annually
- A new Community Grant Program will expand access to Soccer Shots programming in underserved communities through free sessions, clinics, camps, and scholarships
- The partnership launches in January 2026 and includes family-focused activations like the “Sideline Surprise & Delights” program offering coffee and treats at select sessions
Partnership Brings Estate Planning to Youth Soccer Sidelines
Soccer Shots announced a national partnership with Trust & Will on November 18, positioning the online estate planning platform as its first Official Estate Planning Partner. The agreement begins in January 2026 and represents a notable shift for Soccer Shots, which will add Trust & Will branding to its player jerseys for the first time in the organization’s history.
The Trust & Will logo will appear on the back neck of Soccer Shots jerseys worn by children ages 18 months to 8 years across the franchise system’s 42-state footprint. Soccer Shots, based outside Harrisburg, Pennsylvania, is owned by Stronger Youth Brands, which also operates Little Kickers, an international youth football organization serving 26 countries.
Community Access and Family Engagement Programs
The partnership centers on a Community Grant Program designed to bring Soccer Shots programming to families who might not otherwise access it. Each grant will fund free fun days, clinics, camps, and scholarships in underserved communities. The program aims to provide children with opportunities to develop soccer skills, build confidence, and form peer connections through structured curriculum-based sessions.
Trust & Will will also support the “Sideline Surprise & Delights” initiative, providing coffee and treats to families during select Soccer Shots sessions. The partnership includes plans for national sweepstakes and giveaways, though specific details on these programs were not disclosed in the announcement.
“We are thrilled to partner with Trust & Will, a brand that shares our belief that the actions we take today will help children and families flourish in the future,” said Justin Bredeman, Chief Executive Officer of Soccer Shots. “Together, we’re introducing initiatives that create meaningful experiences and make a lasting difference for families and communities well beyond their time at Soccer Shots.”
Aligning Brand Missions Around Family Planning
Trust & Will, founded in 2017, has built its business around making estate planning accessible through online tools. The platform has attracted more than one million users and operates as both a certified B Corporation and Public Benefit Corporation, organizational structures that embed social mission into business operations.
The company supports over 20,000 financial advisors and 200 enterprise partners, including AARP, Fifth Third Bank, UBS, and Northwestern Mutual. Trust & Will’s platform allows users to create wills, trusts, and healthcare directives tailored to state-specific laws.
“As a dad, I know how important it is to help our kids grow, dream big, and feel supported along the way,” said Cody Barbo, Co-founder and CEO of Trust & Will. “That’s why this partnership with Soccer Shots means so much to us. Together, we’re helping families build a legacy of care by planning for the future while their kids learn, play, and thrive on the field.”
What This Means for Youth Sports Partnerships
The Soccer Shots and Trust & Will partnership represents a growing trend of non-endemic brands entering youth sports through values-aligned messaging rather than traditional sports product categories. By connecting estate planning with youth development programming, both organizations are positioning their services as part of responsible family planning.
The jersey placement gives Trust & Will visibility with hundreds of thousands of families at a touchpoint when parents are actively engaged in their children’s development. For Soccer Shots, the partnership provides funding for community expansion while maintaining brand alignment around family-focused values.
via: PRNW
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