Expanding equitable access to youth sport & physical activity across North America
Play is crucial for youth development, fueling self-expression, joy and opening doors to discovery. When young people have safe spaces to move, equitable access to physical activity and consistent investment in programs that support them, they gain far more than recreation — they gain the foundation for lifelong growth.
As the world’s most popular sport, soccer/fútbol offers a powerful platform for play, requiring only a ball, some friends and open space to take part. At the same time, regular practice strengthens the body, improves cardiovascular and mental health and instills teamwork, discipline and resilience. When played in a safe environment under the guidance of skilled coaches and trainers, the game builds confidence, fosters meaningful connections, on and off the pitch, and equips young people with essential life skills that last far beyond the final whistle.
With the 2026 World Cup shining a light on the sport across the U.S., Canada and Mexico, the adidas Foundation and strategic partners, Beyond Sport and Common Goal launched the Play Collective to create more spaces and opportunities for intentional, community-based sport-programming with a focus on underserved youth. The adidas Foundation is providing $3.78 million USD in financial support to project partner organizations as part of the three-year initiative.
PROMOTING ACTIVE YOUTH, BELONGING & OPPORTUNITY
Across North America there is a documented and growing challenge to engage and retain young people in physical activity. National and regional data consistently shows that most adolescents in Canada, the United States and Mexico aren’t meeting recommended physical activity levels – and especially those from communities that historically receive fewer resources.
The Football World Cup and other upcoming major sporting events in the region are a timely opportunity to respond to this challenge by channeling global attention, resources, insights and momentum into locally rooted action as part of a program anchored in collaboration and community.
HOW IT WILL WORK
Over three years, the program will provide funding and strategic support for at minimum 21 community sport organizations to increase access to and retention in sport for underserved youth across the tournament’s host cities. Play Collective will advance collective learning and expand the reach and sustainability of these organizations, providing multi year grants, capacity strengthening support and a cross- continent “Community of Practice” to enhance their long-term impact. Ultimately, the goal is to create spaces that improve young people’s physical, mental and emotional wellbeing while also contributing to a lasting, more equitable youth sport ecosystem across North America.
PROJECT PARTNERS
Organizations supporting inclusive, safe places for play, positive youth development and social connections across the 16 tournament host cities will be part of a movement to leverage the global event for so much more.