Project Play 2024 is a cross-sector roundtable of leading organizations committed to taking mutually reinforcing actions aligned with Project Play’s youth sports framework for getting and keeping children active through sports. Guided by the Aspen Institute and the principles of Collective Impact, the group meets, shares knowledge, and works together to grow the quality and quantity of sport activities available to youth, with special focus on the underserved and children ages 12 and under.
The group was created in 2017 and given the name Project Play 2020, reflecting the three-year commitment that the initial cohort made to the work. A theory of change for the group was developed, and at the outset members chose to drive progress in two of the eight strategies in the Project Play framework, Train All Coaches and Encourage Sport Sampling. Educating parents also was identified as a shared opportunity. Tools were created and actions were taken by members, including the development of an award-winning media campaign that drew attention to high attrition rates in youth sports.
Recognizing the value of connecting silos across a disjointed sports landscape, most members in 2020 agreed to renew their collaboration for an additional four years and added several new member organizations. Now renamed Project Play 2024, with several new members, the group continues to develop individual, mutually reinforcing, and shared actions to Train All Coaches, Encourage Sport Sampling, and to Revitalize In-Town Leagues, a new priority identified by members in response to the COVID-19 pandemic.
Project Play serves as the backbone organization, with staff dedicated to coordinating activities and helping members identify their mutually reinforcing actions. Project Play facilitates continuous communication among members, hosts virtual and in-person meetings and learning opportunities, captures data, supports the development of tools and resources, elevates successes at the Project Play Summit, and recruits and vets members and affiliates. Member organizations support that work through annual contributions and commitments to take actions in support of the group’s priorities and goals.
Project Play 2024 members include: the American College of Sports Medicine, Augusta Sportswear Brands, The DICK’S Sporting Goods Foundation, ESPN, the Hospital for Special Surgery, LeagueApps, the Major League Baseball and Major League Baseball Players Association Youth Development Foundation, Major League Soccer, the National Basketball Association, the National Lacrosse League, Nike, the PGA of America, the Ralph C. Wilson, Jr. Foundation, The Sports Facilities Companies, the Sports & Fitness Industry Association, Stack Sports, TeamSnap, Under Armour, the U.S. Soccer Federation, the U.S. Olympic & Paralympic Committee, and the U.S. Tennis Association. In addition, the Centers for Disease Control and Prevention and PHICOR at the City University of New York serve as Technical Advisors.
Learn how members are using Project Play 2024 to identify and address challenges in the youth sports ecosystem:
MAJOR Activations
The focus in the first phase of the roundtable was building trust across representatives from disparate organizations and sectors, developing and refining the initiative’s theory of change, and identifying initial priorities. The most prominent activation was the media campaign Don’t Retire Kid, which launched on ESPN and won the 37 of the highest awards in marketing, advertising and social good, including five Cannes Lions, five Clios, and a Halo Award.
Each member has taken actions aligned with shared goals of the group, from grantmaking to jointly funded infrastructure projects, the commissioning of research to the development of tools, educating policymakers to the rallying organizations within their sport or sector. In addition, members have collaborated to create or distribute various resources, among them:
This is the nation’s first website that aggregates best-in-class coaching resources by sport, topic and audience. Developed by the U.S. Olympic & Paralympic Committee and Nike in partnership with Project Play, the site also includes a free, 30-minute course on the basics of coaching kids, as well as modules on Coaching Girls and coaching kids of different ages (age 7 and under, age 8-11, and age 12+).
Members created a public service campaign that highlighted the problem of children “retiring from sports” due to parental pressure and high barriers to access. Launched on ESPN, supported by the Ralph C. Wilson, Jr. Foundation and US Tennis Association and featuring sports stars like Kobe Bryant, Billie Jean King, and Cody Bellinger, the campaign generated 4.8 billion organic media impressions, 220,000 social media mentions, and 37 industry awards.
When COVID-19 shut down sports, resources provided by Project Play 2024 funded the commissioning of national surveys that captured the impact on youth, and the development of return-to-play resources that were widely consulted by public health officials and youth sports organizations. In 2021, members successfully advocated for a carve-out of proceeds from legalized sports betting in New York and Ohio.
Three sets of checklists were created for parents of three groups of kids — those between the ages of 0-5 who are getting introduced to sports, those between the ages of 6-12 who are playing sports, and those between ages 6-12 who are not playing sports. Each includes 10 questions that parents can ask themselves, their child and sport providers that can help get and keep their kids active through sports.
In support of the Encourage Sport Sampling priority of Project Play 2020 members, Aspen worked with the Association of Chief Executives for Sport to encourage national sport organizations to review their policies and practices with the aid of a nine-question checklist. Thirty organizations participated in the initiative. The goal: Reduce the pressure on children to specialize early in one sport.
Project Play 2024 members provided the initial momentum for the development and endorsement of a statement of principles outlining the minimum conditions under which children should be engaged through sport. The Bill of Rights has since been endorsed by more than 100 leading organizations and hundreds of professional and amateur athletes.
The priorities and activations of Project Play 2024 support and are supported by the network of Project Play Champions, a recognition program made possible with member support that highlights specific, meaningful actions taken by organizations that align with the Project Play framework for getting and keeping kids engaged in sports.
In sum, members of Project Play 2020 and 2024 have laid the groundwork to improve the youth sports ecosystem.
“Collective impact works. Organizations from across sectors came together through Project Play 2020 and, guided by a theory of change, attacked a complex challenge from a variety of angles, delivering real results. Now, as we take next steps with Project Play 2024, with members who can turn today's crisis into tomorrow's opportunity and help build a new state of play for youth in the U.S.”
Tom Farrey, Executive Director, Aspen Institute Sports & Society Program
“Project Play can play a central role in driving the progress. There's already the credibility of its research, and it's been applied practically. Now what Project Play can do is bring the sport community together to start having these really open and honest discussions about what we all need to do to improve youth sport in America.”
Rocky Harris, Chief of Sport and Athlete Services, U.S. Olympic & Paralympic Committee
“We don't exist on an island. So, for me the collaboration across the sports is important. Can we rally around shared ideas areas of interest to improve sport as a whole, from aligning (program) standards to adults to (recognizing) a child's basic right to experience the sport?”
Cindy Parlow Cone, President, U.S. Soccer Federation
“Nobody can do this on their own. All of us in Project Play 2020 have the best intentions. If we can all chip away a little bit at a time and have an overreaching plan we all agree on, we can get this done.”
Ed Stack, Executive Chairman, DICK'S Sporting Goods
“We are proud members of Project Play 2020 and are committed to sharing our knowledge and expertise to train all coaches and encourage sport sampling for young athletes.”
Lou Shapiro, CEO, Hospital for Special Surgery