The Next Caitlin Clark May Be Sitting on the Sidelines
And It's Not Because She Lacks Talent
A recent Sports Business Journal op-ed caught my attention with some remarkable numbers: girls' participation in flag football at i9 Sports has surged 45% in just one year. We're witnessing something powerful – young girls stepping onto fields that were once the exclusive domain of boys and men. This is fantastic news.
The op-ed makes excellent points about fostering this growth: eliminate tryouts so that everyone can play, create developmentally appropriate programs, and train coaches properly. But there's another hurdle we need to amplify.
Costs may be killing dreams before they start.
While we're celebrating increased participation rates, we're missing a fundamental barrier that's keeping countless kids on the sidelines. The next LeBron James or Caitlin Clark might be sitting at home right now, not because they lack talent or drive, but because their family can't afford registration fees, equipment, and travel costs.
The Solution is Hiding in Plain Sight
Here's what's fascinating: we're living through an unprecedented boom in sports investment and corporate sponsorship. Billions are flowing into leagues, teams, and sports-related businesses. Yet local youth programs are still holding bake sales and car washes to afford basic equipment.
This disconnect is unnecessary.
What if we flipped the funding model entirely?
The Toyota/NFL flag football partnership, recently highlighted in Youth Sports Business Report, shows us how this could work. Toyota dealers are community-based businesses with local roots and local interests. They're perfectly positioned to funnel corporate sponsorship dollars directly into youth programs in their neighborhoods which they have been doing for years. It’s sponsorship that works - truly “playing it forward.”
Imagine scaling this model. For example, MLB takes a portion of their Capital One sponsorship and directs it to local bank branches, who then invest directly in Little League and community baseball and softball programs. The NBA partnership with Nike creates equipment grants for community centers. Perhaps NHL partner Verizon could utilize funds for equipment via local stores. The basic premise being corporate dollars flow down to where they're needed most – and, in the grand scheme of things, it’s just a tiny dollar amount that needs to be diverted from already-profitable professional leagues.
Beyond Access: Building the Future of Sports
This is about the long game. Think about the possibilities! When we eliminate cost barriers:
We discover talent in unexpected places
We build deeper, more diverse fan bases
We create lifelong connections between communities and sports
We give kids the physical and mental outlets they desperately need
The corporate sponsors win too. Instead of billboard advertising, they're creating genuine community impact. They're not just buying logo placement – they're building the next generation of athletes and fans.
The Time is Now
We have the money. We have the corporate partnerships. We have the infrastructure through local dealers, branches, and franchises.
Let’s shift from asking parents to fundraise and encourage more corporations to step up. It's time to push resources down to the community level, not pull more money up from families.
Cost wouldn’t keep the girl who just discovered her love for flag football away next season. The kid with natural athletic ability wouldn't be priced out before they even get started.
Corporate America is already invested in sports. Let’s find ways to ensure that investment reaches the kids.