# Big Brothers Big Sisters launches sports mentorship push

> The nonprofit wants to get 500,000 young people into sports-centered mentoring by 2035.
- Title: Big Brothers Big Sisters launches sports mentorship push
- Summary: The nonprofit wants to get 500,000 young people into sports-centered mentoring by 2035. Big Brothers Big Sisters is calling on sports brands, teams, and…
- Keywords: big brothers big sisters, game on initiative, youth mentorship, sports mentorship, adam vasallo, brandweek 2026, nfl, inspire change, anna isaacson, youth sports equity, nonprofit partnerships, Big
- Source: Adweek — https://adweek.com/brand-marketing/big-brothers-big-sisters-game-on-initiative-partners
- Author: Bill Bradley
- Published: 2026-09-16T10:00:00+00:00
- Read time: 1 min
- Topics: big brothers big sisters, game on initiative, youth mentorship, sports mentorship, adam vasallo, brandweek 2026, nfl, inspire change, anna isaacson, youth sports equity, nonprofit partnerships
## 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.
## Key takeaway

Big Brothers Big Sisters is calling on sports brands, teams, and coaches to help close the youth sports equity gap through its new Game On initiative.