The impetus behind ESPN's "Take Back Sports" initiative is underscored by the declining youth sports participation. In 2023, only 38.3% of kids between the ages of 6 and 12 were engaged in regular sports participation, which is down significantly from the last decade.

Together with the Aspen’s Institute’s 63X30 committee, aimed at getting 63% of kids playing sports by 2030, ESPN is lending its powerful name to help shape a positive environment for young athletes nationwide.

We love the initial investment of $5M, as well the strategic partnership with Curry’s Eat. Learn. Play. Foundation to target key areas like community leagues and coaching needs, directly addressing barriers to participation.

YOUR NEXT PLAY:

At the core of this initiative is reminding kids (and yes, parents and coaches, too) that the intrinsic joy of sports still needs to be a main focus. That’s the key.

When you strip away the business and entertainment aspects, what’s left is the main reason that all of us love sports: they make us feel good. They connect people from all walks of life. They’re a universal language. And it’s important to keep the main thing… the main thing.

The sports industry thrives because of the emotions and connections that stirs inside us. It’s up to us to make make sure we infuse this spirit into all of our initiatives, and that we don’t lose sight of what brought us here in the first place.