Game On targets 500,000 kids

Big Brothers Big Sisters announced its Game On initiative at Brandweek 2026. The goal is to get 500,000 young people into sports-centered mentoring by 2035.

Not a new sports league

Game On is a multi-year, multi-platform initiative for creating opportunities through sports. CMCO Adam Vasallo is calling on sports brands, teams, coaches, and fans to get involved.

“This is an open invitation to brands.”

Three ways to get involved

The initiative has three pillars: Play (funding community play days), Coaching (training mentors), and Career Pathways (connecting kids to sports careers like the Little Reporters program).

NFL partnership shows it works

Big Brothers Big Sisters has partnered with the NFL through Inspire Change. The league says mentorship builds confidence and helps young people navigate challenges.

“What we've seen over the years is that mentorship works.”

The sports equity gap is huge

Only 36% of children in low-income households play organized sports, compared to 74% in the wealthiest households. Game On aims to close that gap.

Looking for authentic partners

Vasallo wants value-based partners who share authentic values. The organization will focus on what partners need while guiding them into sports mentorship.

“The most important thing for us is we want to be that value-based partner, someone that really shares authentic values.”