Playing sports can have a huge impact on athletes’ lives — as decades’ worth of research has shown, it builds camaraderie and perseverance, and can help boost self-esteem. But participation can be costly, keeping many underserved communities out of the game. According to a new study from the Aspen Institute, youth athletes from low-income households are six times more likely to drop out of sports than those from higher-earning families.[1] Too many potential athletes are losing out because they can't afford a pair of cleats or don't have a safe place to play a match.
PepsiCo and its brands Pepsi, Gatorade and Lay’s are working to change that by creating Team of Champions, a national platform to support soccer in underserved Black and Hispanic communities. Building on its global partnership with the UEFA Champions League, the company plans to invest $1 million over a three-year period. The result will be actionable commitments on and off the field, creating transformational change for those who might not otherwise be able to participate in the sport.
Team of Champions is supported by international soccer star Javier ‘Chicharito’ Hernandez as he joins the PepsiCo athlete roster. In his first national effort partnering with Pepsi and Lay’s, he shares: “From access to safe play, gear and equipment, to coaching and role models, Team of Champions looks to remove barriers to the game that have become harder to move, particularly during the pandemic.”
To kick things off, PepsiCo has selected its Starting Eleven, the first group of local soccer leagues and non-profits to receive support. These organizations train, develop and support players in cities including Los Angeles, Chicago, New York, Detroit, Washington, D.C., Dallas and Fort Lauderdale. Through the Starting Eleven, an estimated 7,500 players will be positively impacted within the first year of Team of Champions.