This Leveling-Up was inspired by our partners over at GoFundMe, who continue to be a major connection point for friends and neighbors helping each other out when they need it the most.
This particular story caught our attention not because the team it’s focused-on needs to level-up (they’re already at the top of their game!), but because we believe there’s a huge opportunity for brands who care about youth development — especially in women’s sports — to level-up, and step-up, to help them reach their goals.
Image source: Go Fund Me / Keith Barnes
Here’s the scoop:
The Mamie Johnson Little League Softball team from DC, an all-Black team comprised of girls from typically underrepresented and underfunded areas of the city, just made it to the Little League World Series Regional Championships…for the SECOND year in a row.
That’s a pretty huge accomplishment for any team. But just like last year, these girls and the head of their league, Keith Barnes, are having to go out and raise funds on their own to help cover the tournament’s travel expenses.
(Why? The average U.S. family spent $1,016 on ONE child's main sport in 2024, according to the Aspen Institute. That’s just nuts.)
Barnes, who was recognized in 2022 as a New York Life Community Hero of the Year for his leadership in growing the league, knows that these girls’ accomplishments are about more than just softball.
"This incredible team, composed of girls representing Ward 7 & 8, is breaking barriers and paving the way for young girls in DC to excel in softball. This milestone isn’t just about winning - it’s about representation and opportunity.”
We couldn’t agree more. But you know who else this is an opportunity for (besides for the cost of sports in general to come down)?
BRAND SPONSORS!
Image generated by AI
Of course, we wouldn’t be WIN | WIN if we didn’t already have a few thoughts as to who might make a great brand sponsor for these ladies, and honestly, for more girls’ youth clubs in general.
🥎 AUSL. We know they’re just getting off the ground themselves, but think about the incredible message that supporting a Little League softball team (or even a whole league??) would send. And oh my goodness, they’d have fans for life.
💄 Fenty Beauty. They’ve already entered the women’s sports ecosystem with their WNBA / New York Liberty partnership, and the brand’s values of empowerment and self-expression are a perfect fit for these rising female athletes. Rihanna, you in?
🗓️ TeamSnap, LeagueApps, or any of the 100 other youth sports scheduling management platforms out there. We know there might be concerns about “playing favorites” since youth teams are also their target customers, but that’s part of why it makes so much sense, too. (Sponsorship plus free access to the app, please!) Besides, we believe that where there’s a will, there’s a way.
🎒 Coursera or Udemy. While kids aren’t their primary audience, their parents just might be. And bridging the gap between sports and education is always a winning play, reinforcing the importance of supporting all aspects of young bodies and minds.
🚄 Amtrak. Trains may not be the first mode of transportation on everyone’s lists, but with Amtrak’s headquarters being in DC, and their current efforts to reignite their segment of the travel industry, it would be a fantastic move for visibility and goodwill. (Plus, if the team could get from DC to Bristol CT on Amtrak, with all-star celebrity treatment? What a great story for everyone.)
😅 Native. This non-toxic, personal care brand makes clean-ingredient sunscreens and deodorants that are safe for all skin types — and no one’s out in the heat more than these girls. Keeping their sweat in check and their skin healthy on the field? Can’t get a better proof point than that.
🥄 Two Good Yogurt. They already have two wonderful social impact partners in City Harvest and We Don’t Waste, helping to bring fresh produce to food insecure families in New York and Denver. Standing up for access to healthy food — and equitable play — for a team from an underserved community in DC seems like another home run.
We could probably come up with 10 more thoughts, but this Leveling-Up feature would get very long. Besides, you get the idea.
Teams, orgs, athletes, brands — we’re here to help level-up your partnership connections and activation ideas, too. Give us a shout anytime. You know where to find us.
