Change the game: How sports can drive social impact

In 2026, audiences across the United States will experience some of the most iconic sporting events in the world—from Super Bowl LX and NBA All-Star weekend to the Milan Cortina Winter Olympic Games and the FIFA World Cup. For Comcast NBCUniversal, it marks one of the most significant years in our sports history, which will unite millions of fans.  

But sports are more than entertainment—they’re a force for connection, growth, and transformation. These events offer a rare moment to unite people and leave a lasting impact well beyond the games themselves.  

EXPAND ACCESS TO YOUTH SPORTS  

Early access to sports can shape a child’s future. According to the Aspen Institute’s Project Play, it’s linked to better health, stronger academics, and lifelong habits of teamwork and resilience. Yet far too many communities remain on the sidelines. Today, families spend on average nearly $900 per child per season, putting participation out of reach for too many.  

Across the sports ecosystem, organizations are responding with targeted, community-based solutions. DICK’s Sporting Goods has committed more than $100 million since 2014 through its Sports Matter Program to help schools and local leagues cover essentials like equipment, registration fees, and facility access—support that has helped keep millions of kids across all 50 states participating in youth sports. Nike’s Community Impact Fund takes a similar, grassroots approach, empowering employee-led committees to award local grants to nonprofits and schools expanding neighborhood-based play, particularly for young people with limited access to safe, high-quality sports opportunities. 

These efforts reinforce a simple truth: Access works best when it is local, affordable, and sustained.  

At NBCUniversal, we too believe that sports can uplift local communities. Ahead of the FIFA World Cup, Telemundo is supporting neighborhood-based soccer festivals and Unity Cup celebrations in Los Angeles, San Francisco, and Miami—working with trusted local partners to connect young people not only to play, but to mentorship, cultural pride, and a sense of belonging.

Together, these initiatives demonstrate that expanding access is a critical first step. Once young people can engage in sports, they also need meaningful guidance and support.

EMPOWER THROUGH MENTORSHIP

Coaching is not just about teaching athletic skills and game strategy. Coaches often serve as role models and mentors for young athletes. The Aspen Institute’s Coaching Social and Emotional Skills in Youth Sports report highlights how intentional coaching provides a powerful venue for young people to develop social and emotional competencies, from teamwork and self‑regulation to empathy and decision‑making.

One example of how companies are investing in coaching is Under Armour’s UA Next program, which serves as the company’s national grassroots platform for middle‑ and high‑school athletes. UA Next operates across major U.S. cities through partnerships with regional coaching networks and locally-hosted camp events, connecting young athletes with high‑level instruction and structured skill building environments.  

The U.S. Soccer Foundation’s Yes, Coach! initiative aims to train 100,000 coach-mentors by 2030 who will impact 3 million youth. Comcast NBCUniversal and Telemundo will support this effort through a new bilingual platform and public service announcement campaign created by apprentices at Wide Angle Youth Media, and airing across our networks ahead of the tournament.

Additionally, ahead of the Super Bowl, NBC station KNTV is supporting a Laureus Sport for Good USA and Positive Coaching Alliance (PCA) community event, where NFL players and PCA coaches will lead on‑field training and mentorship for San Francisco youth.

These initiatives help provide more children with the chance to be supported by a trusted adult on and off the field.

In addition to the positive role mentorship and coaching play in young athletes, sports can be a powerful catalyst for giving young people the opportunity to shape and share the stories that bring these moments to life for fans at home.

ELEVATE VOICES THROUGH SPORTS STORYTELLING  

Every major sports moment creates a story. These moments also have a profound impact on those who get to tell them and whose voices are amplified along the way.  

A powerful illustration of sports-driven storytelling comes from Visa’s Player of the Match program, which leveraged the FIFA Women’s World Cup global stage to spotlight top women athletes and entrepreneurs. Across all 64 matches, Visa committed $500,000 in grants to women-owned businesses from the home countries of each match’s standout player—connecting on-field excellence with real-world entrepreneurial achievements, and broadening visibility on the world stage.  

Extending the impact of storytelling beyond the field, NBCUniversal partners with nonprofit creative agencies such as RE:IMAGINE, Venice Arts, Kids in the Spotlight, Reel Works, Wide Angle Youth Media, Youth Beat, and Ghetto Film School to provide production opportunities for emerging young storytellers. This year, in collaboration with the NBA, select apprentices will produce content around NBA All-Star Weekend that will run across Comcast NBCUniversal and NBA platforms. The goal isn’t just to capture memorable moments; it’s to help young creatives build confidence, broaden networks, and gain hands-on experience that extend far beyond any single event. 

From access to mentorship, and the opportunities around sports storytelling, a clear throughline emerges: Sports have the power to uplift and unite communities, provide an infrastructure for youth to feel supported, and create pathways for young people to thrive.

WHY IT MATTERS  

This work is personal. As a former high school athlete and a parent, I’ve seen how sports can build confidence, empathy, and a sense of purpose, especially when young people feel encouraged and included.  

In a year defined by unprecedented moments in sports, we have an opportunity to meet the moment with intention. By using the shared attention of these global events to expand participation and invest in the next generation of athletes and fans, we can create impact that endures long after the final whistle.  

Because when we change the game, we change lives.

Hilary Smith is EVP of corporate social responsibility at NBCUniversal.  

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