The target is to achieve 63% youth participation in sports by 2030.
Amid the pristine landscapes of Colorado, the Aspen Institute has set a bold new goal to reshape the future of youth sports in America. Project Play, the Institute’s flagship initiative, has called upon its network of more than 20,000 leaders to increase youth sports participation to at least 63% by the end of the decade, aligning with the Healthy People 2030 national public health goals.
“Kids need sports more than ever given the challenges facing them and our society,” said Tom Farrey, the Aspen Institute’s Sports & Society Program executive director.
Federal data reveals a worrying trend. Only 54% of children aged 6-17 played on a team or took lessons in 2022, a decline from 58% in 2017. This stark decrease underscores the urgency of Project Play’s mission.
Since 2013, Project Play has provided critical insights, innovative ideas, and impactful opportunities to promote healthy children and communities through sports. Now, it is aiming higher than ever before. “Members of the Project Play network recognize this (trend), so we’re building the dream team to take the big swing,” said Farrey.
The newly formed 63×30 roundtable is central to this mission, a coalition of leading sports, health, and philanthropy organizations. This impressive lineup includes The DICK’S Sporting Goods Foundation, ESPN, Gatorade, Hospital for Special Surgery, LeagueApps, Little League Baseball and Softball, Major League Baseball, Major League Soccer, National Basketball Association, National Recreation and Park Association, Nike, PGA of America, Ralph C. Wilson, Jr. Foundation, Stack Sports, TeamSnap, Under Armour, U.S. Olympic & Paralympic Committee, and U.S. Tennis Association.
The collective commitment is to catalyze various actions, from creating affordable sports programs in underserved neighborhoods to promoting multi-sport sampling and developing a new generation of coaches. These initiatives are designed to address the diverse needs of children across America, including participation in team sports, like basketball, baseball/softball, and soccer, and individual sports, including tennis and golf. This strategic approach ensures the initiative can reach a broad demographic and maximize its impact.
Building on the successes of previous initiatives, such as Project Play 2020 and Project Play 2024, the new roundtable is poised to amplify its efforts. Earlier projects introduced a variety of mutually reinforcing activities supporting grassroots organizations, developed the How to Coach Kids platform, launched the award-winning Don’t Retire Kid campaign, and created the Children’s Bill of Rights in Sports. This framework, endorsed by over 500 leading organizations, athletes, and government entities, sets a robust foundation for future endeavors.
As the United States gears up to host major sporting events like the 2026 FIFA Men’s World Cup and the 2028 Olympics and Paralympics, the momentum for increasing youth sports participation is building. These events provide unique opportunities to rally stakeholders around the 63% target and inspire collective action. The Aspen Institute will meticulously track progress, connecting national roundtable efforts with state and local initiatives through Project Play.
The benefits of reaching this participation goal are profound. According to a February study published in the American Journal of Preventive Medicine by researchers from the Institute, the U.S. Department of Health and Human Services, and leading universities, achieving 63% participation could deliver more than 1.8 million Quality Years of Life and generate $80 billion in societal benefits through reduced medical costs and increased worker productivity.
The 63×30 roundtable recently made its official debut at the Aspen Ideas Festival, following a preview at the Project Play Summit in Baltimore, where 640 cross-sector leaders gathered to explore the next steps in building healthy communities through sports.
“Our role at this table,” Kevin Martinez, ESPN’s Vice President of Corporate Citizenship, said at the Summit, “is to ensure that everyone is aligned on the same narrative, statistics, and KPIs.” “By working together, we can effectively tell that story,” said Martinez.
