KPMG Consumer Pulse: Game On – Families Prioritize Sports Despite Rising Costs
Key Takeaways
- Seven in 10 families plan for sports participation this school year even as back-to-school costs climb 6%, according to KPMG LLP.
- Children’s growing interest in sports (42%) and physical health benefits (40%) rank as the top reasons parents keep funding participation.
- Soccer leads at 47% of the most popular outdoor sports, with baseball and softball combined at 39%, KPMG reported.
- Roughly one in eight children overall take part in sports training or coaching, based on the survey’s extracurricular figures.
Seven in 10 Families Plan for Sports Participation This School Year
Youth sports spending is proving durable against a tighter back-to-school budget, according to the Consumer Pulse Back-to-School 2026 survey released by KPMG LLP. The firm reported that seven out of 10 families are planning for sports participation this school year, even as back-to-school costs rise 6% from 2025.
The increase is being driven by price, not volume. Nearly 80% of parents told KPMG that higher spending reflects rising prices on the same school essentials and technology purchases as last year, including laptops, rather than a larger basket of goods.
Pressure is showing up across nondiscretionary categories at the same time. KPMG found that a majority of consumers expect to spend more than they did a year ago on groceries (83%), gas and car maintenance (77%), and prescription drugs (52%).
What Is Driving Parents to Protect Sports Spending?
KPMG identified two primary motivations. Parents cited children’s growing interest in sports at 42% and the physical health benefits of participation at 40% as the leading factors behind sports spending.
Duleep Rodrigo, KPMG U.S. Consumer, Retail & Hospitality Leader, framed the category as structurally insulated rather than discretionary.
“Sports have become essential spending for American families. It’s tied to a family’s routine, which makes it more resilient as consumers make tradeoffs elsewhere in the back-to-school budget,” Rodrigo said in the release.
That distinction matters for anyone selling into the category. A line item tied to a weekly schedule behaves differently under budget pressure than one tied to a season or a single purchase.
Soccer Leads Outdoor Participation, Training Remains a Smaller Slice
Outdoor sports account for the largest share of school-related activities at 43%, KPMG reported. Within that group, soccer is the most popular at 47%, followed by baseball and softball at 39%. KPMG did not break baseball and softball into separate figures.
The training and coaching numbers are narrower than they first appear. KPMG found that 32% of children participate in extracurricular training or tutoring, and that 42% of that group takes part in sports training or coaching specifically. Applied to the full sample, that puts sports-specific training at roughly 13% of children.
The survey was conducted among 2,297 U.S. consumers between May 29 and June 18, 2026. KPMG did not publish a margin of error or specify the size of the parent subsample behind the participation figures.
The Outgrown Cleat Becomes a Retail Category
Rodrigo’s second point in the release was directed at brands rather than families, and it is the one worth watching. He described youth sports purchases as recurring rather than one-time, pointing to the outgrown cleats, the new jersey, and the gear replaced every season.
That is a Big Four consultancy telling consumer brands and retailers that youth sports functions as a replenishment business with a defensible customer relationship, at a moment when 83% of consumers say they expect to pay more for groceries. For sponsors, retailers, and equipment suppliers evaluating where to put dollars against a squeezed household, KPMG’s read is that the cleats get bought before the restaurant meal does. Half of consumers in the same survey said they plan to dine out less frequently once school resumes.
Source: KPMG LLP, July 21, 2026,
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.
