This is Buying Sandlot — the only newsletter that focuses solely on the business of youth sports.
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In the email today:
🇳🇴 The Norway Model
Norway is rolling at the Winter Olympics again.
Current gold, overall medal count leaders in Milan
It would be Norway’s third straight Winter Games medal count win
And fourth straight time with most golds (tie with Germany in 2018)
Winter sports are obviously right up the Norwegians’ alley. But the nation is also respectable during the Summer Games, winning four golds and eight total medals in both Tokyo and Paris. Plus other sporting successes, like Manchester City striker Erling Haaland.
So what’s the secret sauce? Norway’s approach to youth sports is often mentioned, and this year is no different — the wave of articles, social media posts and think pieces is well underway.
“Joy of Sport for All” national philosophy
Formal bill of rights for kids in sports
Emphasis on fun
Culture of multi-sport play
Youth sports are affordable, even for elite athletes
No travel sports
Restrictions on keeping score, championship events until teen years
Kids play a major role in deciding their sports journeys
Everyone gets a trophy
The logic behind embracing the latter point is a compelling counterargument to the participation trophy crowd: If the kids like them, are excited by them and it keeps them engaged, why wouldn’t you keep giving them?
Obviously you cannot copy-and-paste what works for a European country of 5.6M and replicate it here. But when over 90% of kids are participating in youth sports anywhere, you have to give things a look.
The push against specialization would seem to be the area where Norway’s approaches could have some crossover. Sports clubs are big there, but they operate more like recreational leagues and typically offer multiple sports across seasons.
We’re bullish on the idea the trend of established single-sport platforms thoughtfully branching out into new sports will begin to curb specialization.
I cannot imagine we will stop keeping score anytime soon. Even if leagues and organizations did this, there will always be the guy keeping the book in the stands at the T-Ball game like Frank Barone in Everybody Loves Raymond.
That’s how Focus On The Field Founder and CEO Tyler Kreitz described his company to me when I (Kyle) met him at NextUp in October. The easy button for youth sports operators.
What does that mean?
Well, the professionalization of youth sports is leading to inefficiency, burnout, and turnover among youth sports organization. Part-time administrators, coaches and volunteers are loaded with full-time responsibilities. Current solutions only add to the administration glut.
That’s where Focus On The Field comes in.
They offer fully-outsourced, affordable, turn-key support for operators, including:
Administrative tasks
Registration
Communication
Website and tech stack management
Or, more fun:
This includes tasks like coach onboarding, schedule building, legal entity tasks, compliance, email communications, website maintenance, and tech integration, among many other things.
Most youth sports operators got involved because they love the game, not managing back-office tasks. FOTF quite literally wants you to keep your focus on the field and let them handle increasingly-complex administrative tasks.
Find out how Focus On The Field can help you right here.
*Sponsor
🏟️ Join The All-Star Lineup Of Attendees At The Buying Sandlot Summit
Join the likes of (non-exhaustive list!): Hudl, GameChanger, TeamSnap, LeagueApps, PCA, Rush Soccer, Fastbreak, PlayOn, Perfect Game, Base Sports Group, EventConnect, Team Travel Source, Playbook 365, Ankored, Sprocket Sports, LOVB, Playmetrics, Sports Facilities Companies, Little League International, i9 Sports, IMG Academy, Wharton, Prep Network, Rawlings, Focus On The Field, MPI Sports, Go4, Onsides and some of the largest private equity investors in the space registered to attend.
We’re at around 150 of total attendees so far and expecting 250+. Ticket prices remain at $649, but will increase later this month— ending up at $799. The earlier you buy, the more you save.
Here is an early preview of panel topics for April 14-15 in Philly:
Tech Heavy Hitters— executives from leading tech platforms discuss state of the industry
Consolidation, Exits and Acquisitions— what to expect in 2026
Tech 2.0— The next wave of AI-first tech platforms entering the market
Soccer in America— The unprecedented opportunity and challenges surrounding youth soccer development in the US
“Eyes on Youth Sports”— Sponsorship, and how it unlocks increased revenue and opportunity for brands, operators and athletes, and how it can subsidize increased participation rates
Compliance and Safety— Increased expectations and liability, from compliance to athlete health and safety
Athlete Data and NIL— how technology and NIL are shaping the future of high school athletes and college scouting
Professionalized Recreation— Creating world-class experiences for athletes regardless of skill level
Remembering the Athlete— Why it’s important to keep the athlete at the center of the youth sports boom
Emerging Opportunities— Flag, Bananaball, golf, and racquet sports, how the next wave of growth may come from unlikely sports
Streaming— How hardware, AI, and adoption are driving a boom in youth sports streaming
Startups: The next wave of tech startups in the space, and what their growth and exit pathways will be
… and much more. And a boatload of networking!
🎾 Tennis Legend’s Comments On Affordability
The rising cost of youth sports is often portrayed as a recent phenomenon.
But John McEnroe recently told The Dallas Morning News that even his father — a lawyer who became a partner at his firm — needed help covering the bills when he began playing decades ago.
“So I recognize, and I think we all did, everyone did, that it’s too expensive,” McEnroe told the newspaper. "Generally, there’s not enough people that have the chance to do something that I believe is a tremendous sport.
“(I’m) always trying to raise money to give more kids that can’t afford it, which unfortunately is like 99% of the population. So maybe it’s slightly less, I hope, but I’m not sure it is. If anything, it has become more unaffordable since the 70s."
One counter to Johnny Mac: Youth tennis participation is up over 50% from 2019 according to the most recent Project Play stats. Plus padel and pickleball growth. So while McEnroe’s points obviously stand for all youth sports, there are some signs that tennis is beginning to address its traditional access barriers.
🏐 LOVB vs. MLV Begins To Materialize
The Athletic recently published a good explainer on the national volleyball boom and how the market may or may not be able to support both League One Volleyball and Major League Volleyball (and Unrivaled’s volleyball platform to a lesser extent).
Both leagues say they aren’t interested in a merger (for now). MLV CEO Jen Spicher threw a little on-the-record chin music and said she doesn’t think LOVB’s business model is sustainable — a curious take given it is a robust youth volleyball developmental platform that has since launched a pro circuit.
Quick Take: It will probably come down to which league can attract the most big names from the NCAA ranks. And it may all hinge on Pitt star Olivia Babcock, who has yet to make a decision. That is just a guess though; sports league competitions and mergers are tricky to forecast. You could make the argument the AFL was trending to overtake the NFL before it settled, for example.
📰 A Story That Caught Our Eye
School officials in a small Illinois town are doing the inverse of Middle School Matchup.
Mayo Middle School in Paris said it will not continue its crosstown sports rivalries with Crestwood Junior High — a decision that has generated some local controversy.
The schools are different sizes and in separate districts, but feed into the same high school.
Mayo officials said they want to focus on playing schools it will see in state tournaments and “building a cohesive spirit of unity, cooperation, and sportsmanship across the entire community," with Mayo athletes, coaches and students being sent to cheer on Crestwood at games.
🌽 No Movement In Nebraska
Gov. Jim Pillen continues to effectively block a slew of youth sports projects in the state.
ICYMI in November: Numerous proposed facilities, including a $114M USL stadium anchoring a mixed-use development, a 181K-square-foot volleyball complex and several other venues are trying to access a special state tax program. But Pillen — who has made reducing state property taxes a key agenda item — won’t sign off.
Pillen’s office said he won’t make a decision until at least June, leaving all the projects in limbo.
Critics argue Nebraska is losing out on a windfall of sports tourism revenue to the Kansas City region and other neighbors due to its lack of facilities.
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