Key Takeaways
- Special Olympics aims to grow its coaching roster from 250,000 to 600,000 globally by 2030, a 140% increase over six years
- The organization lost nearly half of its coaches during the COVID-19 pause in 2020, requiring substantial rebuilding efforts
- A three-year Nike partnership announced in July focuses on coaching certifications, translations, and curriculum development across global markets
- Nike plans to recruit 600 additional Unified sports volunteer coaches in Oregon, Berlin, Johannesburg, and Tokyo with emphasis on young women and girls
- Most Special Olympics coaches are volunteers with high retention rates, as many return after their initial involvement
Rebuilding After Major Pandemic Losses
Special Olympics faced significant challenges following the COVID-19 pandemic, losing approximately 50% of its coaching workforce during the 2020 pause in activities. Since resuming operations, the organization has rebuilt steadily with coaching rosters growing roughly 10% annually.
The current global total stands at 250,000 coaches. However, officials acknowledge that reaching 600,000 by 2030 represents an ambitious target that will require strategic partnership support and sustained recruitment efforts.
Nike Partnership Focuses on Coach Development
In July, Special Olympics announced a three-year partnership with Nike centered on coach identification and training. Financial terms of the agreement were not disclosed.
“Special Olympics places a lot of emphasis and importance on the role of the coach,” Special Olympics CEO David Evangelista said. “With Nike, we will be investing in making sure we have state-of-the-art coaching resources.”
The partnership will address coaching certifications and provide translations to support global expansion. Nike will also contribute to curriculum development to help coaches stay current with sport-specific training methods.
Geographic and Demographic Priorities
Nike’s recruitment efforts will target four specific markets: Oregon, Berlin, Johannesburg, and Tokyo. The company aims to recruit 600 additional Unified sports volunteer coaches in these regions.
The partnership includes a specific focus on expanding opportunities for young women and girls to participate in Unified sports programs. This demographic emphasis reflects broader industry efforts to increase female participation in youth athletics.
Building on a Longstanding Relationship
The partnership extends an existing collaboration between Nike and Special Olympics. Special Olympics Oregon has worked with Nike for nearly 20 years, including 16 years hosting the Special Olympics Oregon Youth Games at Nike World Headquarters.
More than 6,000 Nike employees have participated in Youth Games events, working with 7,600 athletes with intellectual disabilities. The volunteer retention rate remains high, with most coaches continuing their involvement after initial participation.
What This Means for Youth Sports Inclusion
The 600,000 coach target represents more than operational growth. It signals the organization’s commitment to expanding athletic opportunities for athletes with intellectual disabilities at a time when youth sports access remains a priority across multiple stakeholder groups.
The volunteer model presents both advantages and challenges. While high retention rates suggest strong program satisfaction, scaling to 600,000 coaches will require consistent outreach, training infrastructure, and partnership support across diverse international markets.
via: SBJ / Nike
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 is the largest and most trusted source for youth sports industry news, insights, and analysis covering the $54 billion youth sports market. Trusted by over 50,000 followers including industry executives, investors, youth sports parents and sports business professionals, we are the premier destination for comprehensive youth sports business intelligence.
Our core mission: Make Youth Sports Better. As the leading authority in youth sports business reporting, we deliver unparalleled coverage of sports business trends, youth athletics, and emerging opportunities across the youth sports ecosystem.
Our expert editorial team provides authoritative, in-depth reporting on key youth sports industry verticals including:
- Sports sponsorship and institutional capital (Private Equity, Venture Capital)
- Youth Sports events and tournament management
- NIL (Name, Image, Likeness) developments and compliance
- Youth sports coaching and sports recruitment strategies
- Sports technology and data analytics innovation
- Youth sports facilities development and management
- Sports content creation and digital media monetization
Whether you’re a sports industry executive, institutional investor, youth sports parent, coach, or sports business enthusiast, Youth Sports Business Report is your most reliable source for the actionable sports business insights you need to stay ahead of youth athletics trends and make informed decisions in the rapidly evolving youth sports landscape.
Join our growing community of 50,000+ industry leaders who depend on our trusted youth sports business analysis to drive success in the youth sports industry.
Stay connected with the pulse of the youth sports business – where industry expertise meets actionable intelligence.
Sign up for the biggest newsletter in Youth Sports – Youth Sports HQ – The best youth sports newsletter in the industry
Follow Youth Sports Business Report Founder Cameron Korab on LinkedIn
Are you a brand looking to tap into the world’s most passionate fanbase… youth sports?
Introducing Play Up Partners, a leading youth sports marketing agency connecting brands with the power of youth sports. We specialize in youth sports sponsorships, partnerships, and activations that drive measurable results.
About Play Up Partners
Play Up Partners is a leading youth sports marketing agency connecting brands with the power of youth sports. We specialize in youth sports sponsorships, partnerships, and activations that drive measurable results.
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.
What Does Play Up Partners Do?
We’ve done the heavy lifting to untangle the complex youth sports landscape so our brand partners can engage with clarity, confidence, and impact. Our vetted network of accredited youth sports organizations (from local leagues to national tournaments and operators) allows us to create flexible, scalable programs that evolve with the market.
Our Approach
Every partnership we build is rooted in authenticity and value creation. We don’t just broker deals. We craft youth sports marketing strategies that:
- Deliver measurable ROI for brand partners
- Create meaningful experiences for athletes and families
- Elevate the youth sports ecosystem
Our Vision
We’re positioning youth sports as the most desirable and effective platform in sports marketing. Our mission is simple: MAKE YOUTH SPORTS BETTER for athletes, families, organizations, and brand partners.
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@playuppartners.com to learn how Play Up Partners can help your brand navigate the youth sports landscape.
Youth sports organizations: Interested in partnership opportunities? Reach out to learn about our accreditation process.
