FIFA World Cup 26™ Philadelphia, FIFA World Cup 26™ New York New Jersey, the U.S. Soccer Foundation, and Stand Together Foundation unveiled Yes, Coach!™, an initiative to harness cultural milestones like the FIFA World Cup 2026™ and America250 to drive social impact through youth sports mentorship.
The national campaign aims to celebrate and train more adults to positively contribute to their communities by becoming youth sport coach-mentors who will support and shape the next generation of thriving young people. By providing proven training and resources, Yes, Coach! seeks to equip more coaches with essential youth development skills—the most important tools needed by all coaches when working with youth. The multi-media initiative will build momentum alongside major cultural sporting events, including the 2028 Summer Olympics and annual events like the Super Bowl, U.S. Open Tennis Championships, and the NCAA March Madness basketball tournament. The U.S. Soccer Foundation and the Stand Together Foundation are aiming to raise $10M to train 100,000 coach-mentors by 2030 through this campaign.
At SXSW, FIFA World Cup 26™ Philadelphia and FIFA World Cup 26™ New York New Jersey made commitments to accelerate the impact of Yes, Coach! in the Northeast by helping the U.S. Soccer Foundation train coach-mentors as part of their regional legacy initiatives, with a focus on reaching under-resourced communities across the three states.
“Coaches are among the most influential figures in children’s lives, yet they remain an untapped national resource,” said Ed Foster-Simeon, President & CEO of the U.S. Soccer Foundation. “This campaign celebrates their influence and provides the tools and training to help them build meaningful relationships and drive positive change beyond the playing field. By launching at SXSW—a hub for culture and innovation—we’re turning culture into impact.”
Meg Kane, Host City Executive/CEO for Philadelphia Soccer 2026, highlighted the campaign’s connection to historic moments: “In summer 2026, Philadelphia will host a FIFA World Cup match on the nation’s 250th birthday. Engaging adults as both coaches and mentors who will positively contribute to the future of our community is the perfect way to honor this moment and cement a legacy for generations.”
Alex Lasry, CEO of the FIFA World Cup 26™ New York New Jersey Host Committee, emphasized the campaign’s dual goals: “As we welcome the world, we’re also fostering love for the game locally. By training coaches who nurture growth beyond sports, we’re building a more positive future for our young people and ensuring that this major cultural milestone does good in our region well beyond the final whistle.”
Despite efforts to close the mentor gap, 16 million youth—including 9 million from underserved communities—still lack a mentor, according to MENTOR. Traditional one-to-one mentoring models, while effective, fall short in reaching youth at scale. Meanwhile, volunteerism is on the decline and coaches are not typically trained or deployed to intentionally provide positive youth development at scale. A recent National Coaches Survey by Aspen Institute and Ohio State found that less than 20% of coaches feel confident identifying athletes’ off-field stresses, and just 18% feel equipped to link youth to mental health resources.
“Coaches are already a powerful force for good in the lives of their players,” said Brian Hooks, Chairman and CEO of Stand Together. “The Stand Together Foundation is thrilled to partner with U.S. Soccer Foundation to further equip coaches as mentors to help hundreds of thousands of young people realize their potential. And because this is a time when the entire world will be watching, their actions can inspire millions of people to follow their lead and find their own way to contribute in the lives of others.”
Yes, Coach! will tackle these challenges by creating a centralized hub where current and prospective coaches can access high-quality resources and training to deepen their mentorship skills. Launching later this summer, the hub will celebrate coach-mentorship and help adults make a meaningful contribution to their communities around the many mega-sporting and cultural events coming to the U.S.
For over 30 years, the U.S. Soccer Foundation has advanced soccer as a tool for social impact, working with 1,000+ partners to support under-resourced communities. Its initiatives prioritize health, well-being, and positive youth development. Yes, Coach! builds on this legacy, ensuring cultural and sporting events leave meaningful, lasting impact.
For more information about Yes, Coach! visit www.yescoach.com.