TPM 284: The Business Case for Increasing Soccer Participation

An investment model for more participation + 10 additional ways we can give more opportunity for play to those who need it most.

A recent post by our friend Matt Young got my attention (as most of his posts, thoughts and insights do!). The topic is creating a business case for investors around improving access to soccer.  There is a lot in this topic (hence the interest!).

First, improving access to soccer.  Giving our youth more opportunities to play should be our number one priority in ensuring their mental and physical health.  Soccer is the example here, but this is not limited to soccer. Pick any other popular activity: basketball, baseball/softball and even hockey, tennis etc.  The strategies can be applied to multiple sports. 

The second spark is the “creating a business case”.  This is worth a deeper dive.  Some of the most successful youth programs globally have a financial sustainability that takes the burden of the participating families and gets assistance from business. This is not the case for most in Canada and many countries. The reality is that participating families can only do so much when we consider cost of living in 2024 is at an all-time high, and increasing by the day.  When cost of living is high, “non-essential” things get cut back. While physical and mental health of our kids are essential, the reality is activities cost more today than ever before, and many can not afford them.

It is well documented that businesses want to create trusting bridges with the communities they serve. Many invest in youth sport and activity, and more should be encouraged along the same line.

The below article from proposes an investment model that could support more access to soccer, along with 10 other suggestions that could also improve participation.  They are well thought out and come from a lifetime of experience in creating, engineering and supporting successful programs. We need to listen to those with the expertise in areas we need help.

Let’s dive in:  

Thanks Matt Young.

This week, I had the opportunity to be interviewed by three bright students from the Ivey School of Business. They are working on creating a compelling business case for investors around improving access to soccer. Early in the conversation, the topic of soccer "bubbles" arose, addressing the need for facilities to accommodate the geography and climate in the eastern regions.

I couldn’t help but recall how we played soccer our entire lives without such concerns—though, to be fair, we didn’t play year-round like we see today. Ironically, while evidence suggests year-round play isn’t necessary or even optimal, it's a standard few seem to question or enforce. Anywho...

I proposed a tiered investment model: a "minimal-better-best" approach.

It would start with funding schools or institutions to employ qualified coaches, as the public school system has increasingly fallen short in delivering on its promises around sports programming.

The next option would involve channeling investment into coaching via private businesses or recreational centres.

Finally, the “best” solution would be to combine the construction of bubbles with these two steps—ensuring access to facilities and high-quality coaching.

Really appreciated the excitement and professionalism of the students. Their level of due diligence, including research conducted across the country to inform their proposal, was impressive and encouraging.

The following were 10 additional suggestions for increasing access to the sport.

Perhaps others may find these useful.

1. Reignite School Soccer Programs: Strengthen and promote school soccer using existing infrastructure, offering low-cost or free participation for children from low-income families.

2. Expand KidSport and Jumpstart Programs: Partner with charities to increase awareness of financial aid for soccer fees and equipment.

3. Clubs Allocate Community Spots: Encourage clubs to designate spots for low-income participants through discreet application processes.

4. Community Recreation Soccer: Partner with municipalities to offer free or low-cost soccer programs in public spaces, focusing on fun and inclusivity.

5. Second-Hand Equipment Drives: Organize community initiatives to collect and distribute gently used soccer gear to families in need.

6. Corporate Sponsorships: Engage local businesses to sponsor participation fees or equipment for low-income players.

7. Volunteer Coaching & Mentorship: Develop volunteer coaching networks to provide free training for youth in underserved communities.

8. Transportation Solutions: Partner with local governments or transport providers to offer free or subsidized transportation for practices and games.

9.Flexible Payment Plans: Encourage clubs to offer flexible payment options or fee waivers for families with financial need.

10. Leverage National Soccer Associations: Work with national and provincial soccer associations to create grants and scholarships for low-income youth.