Number 115
Image source: Jeffrey Bennett / Las Vegas Raiders
Gillette and RCX Foundation:
Expanding Youth Sports Access
Featured Focus:
Access/Inclusion/Equality, Youth Development,
Partnership for Good
Scope of Impact: Country
Gillette and RCX Foundation are expanding youth access to flag football nationwide with a brand new NFL FLAG. Here’s the game plan:
Breaking Barriers: This $25,000 commitment directly tackles economic hurdles, offering up to $100 in registration grants for eligible families, ensuring financial constraints don't sideline young athletes. Families with an annual household income below the national median or those enrolled in Medicaid, SNAP, or WIC are prioritized, offering tangible relief.
Fueling Growth: The initiative strategically leverages NFL FLAG, one of the world’s fastest-growing sports, with a keen focus on increasing participation and visibility within underserved communities across the country.
Holistic Development: Beyond the game, this partnership embodies the RCX Foundation’s mission to unlock the lifelong benefits of sports—confidence, character, and community—for every child, fostering thriving futures on and off the field. This strategic investment reinforces Gillette's brand as a champion for positive youth development, leveraging the inherent inclusivity of flag football to create nationwide opportunities.
After investing $30,000 into flag football officials, RCX Foundation continues to do more for the sport and for youth in the US. By offering targeted participation grants, Gillette and the RCX Foundation provide a tangible solution to the rising costs in youth sports, a critical issue impacting access nationwide. We love this partnership for a couple of reasons:
- Flag Football, a rapidly growing, inherently inclusive sport, especially for women and girls, is on the up and up. A trajectory that will continue in the near future with the inclusion of Flag football at the 2028 LA Olympics. RCX Foundation’s core mission is to foster confidence, character, and community for kids nationwide, while RCX Sports can help make it happen.
- Gillette’s strategic involvement goes further than a simple monetary participation. The $25,000 grant, a drop in the bucket for a brand that size, will have a direct impact for youth and their families, while elevating Gillette’s brand in the process.
From Gillette’s perspective, in addition to the brand lift, this is a great opportunity to position their brand to tap into new markets and a new generation of customers.
We’d go a step further to help families with free products and also education. Gillette is all about pushing men to be better role models for boys. Adding this layer to the current partnership with RCX Foundation would be beneficial for everyone involved.
We love partnership that have a clear intent and a direct way to impact youth. If you are working on opportunities for youth in your market, we encourage you to take a page from the Gillette and RCX Foundation playbook. With this type of price point, a lot of brands, local or national, could be interested in striking a similar deal. Can you find them?
