Little League® launches campaign to tackle adult behavior in youth sports

win or lose. We just want to play. According to the Aspen Institute Project Play, the average child spends less than three years playing sports, and quits at the age of eleven, often because the sport isn’t fun anymore. With the entry of the Little League and World Championships in full swing, Little League and ESPN have teamed up to launch a new Public Service Advertising (PSA) campaign aimed at tackling the rise in win-at-all-costs behavior by parents and coaches and the negative impact it is having on children just looking to enjoy the sport. .

“The vast majority of adults in youth sports play this sport for the right reasons, however, we want to use our platform to highlight the negative impact that bullying behaviors by parents and coaches can have on the sporting experience of young children,” said Liz Delow. Brown, Senior Vice President and Marketing Director of Little League and a mother of two. “The two new Public Service Services, created in partnership with ESPN, addressed this important topic, reminding us that children are the most important beneficiaries of a positive youth sporting experience. Little League International is proud of all the adult volunteers and caregivers who are doing it the right way in fields around the world, However, it is time to address the need to support and experience our players when adult behavior creates a negative environment.”

The launch of these two new PSAs, which will air during the 340 Little League games airing on ESPN Family of Networks this summer, coincides with the launch of the new version Little League Diamond Leader Training Program. Created as part of the Million Coaches Challenge, created by the Susan Crown Exchange to train one million coaches with the goal of improving the youth sports experience, the Diamond Leader Program is a free learning experience for Little League coaches and volunteers. This digital learning experience focuses on providing Little League volunteers with the tools they need to support the social and emotional aspects of youth sports, in coordination with the Aspen Institute’s Project Play. The Little League Diamond Leader has been launched as a beta program This summer and expected to be rolled out to all Little League volunteers in 2023.

Filmed in Darien (Connecticut) Little League with league players and volunteers involved in the production, rather than child actors, A tale of two coaches PSA (Opinion) follows the back and forth of two Little League teams. One coach takes a win at any cost approach, while the other focuses on providing a positive player experience, demonstrating the impact these two approaches have on the junior leagues.®. The The kids have had enough PSA (Opinion) follows the team’s reaction to an opposing player’s father scolding him from behind a fence.

“We are proud to have been working with Little League on their PSAs over the past few years, and it sparked our interest when they brought these ideas to us for this year’s campaign,” said Jeffrey Bird, ESPN Senior Writer/Producer. “Working with longtime collaborator Barrett Esposito of Winter Films, we were excited to be involved in these two clips that we hope will have a positive impact on improving the sporting experience for young people.”

The PSA campaign is the latest in the Little League’s effort to continue promoting a player-centric experience across all 6,500 leagues in more than 80 countries around the world. In the past three years, in addition to launching the new Little League Diamond Leader program, Little League has enhanced its free resources in Little League University; brought to life her Little League Sandlot Fun Days, a player-led unstructured playing opportunity; reinforced girls with toy an initiative to celebrate female participation; It has been recognized as a Aspen Institute Project Champion.

“Countless kids are getting an introduction to youth sports through Little League, and the adult volunteers who support this experience have a great responsibility to foster their love of the game and instill the life lessons that come from participating in the sport,” said Nina Johnson-Pitt. , chief strategic executive of Little League, and mother of three. “Thanks to the support of the Susan Crown Exchange through the Million Coaches Challenge, we are keen to launch the Little League Diamond Leader program as one of our latest initiatives to help provide volunteers with the support they need, as they provide their children in their community. This PSA campaign calls on the very real experiences that It is felt by our children in youth sports today, and it is more important than ever that Little League leads the way in improving adult behavior in stadiums and stadiums around the world.”

To watch these new PSAs, be sure to tune in to the 2022 Minor League Baseball, Softball Zone, and World Series Championships on ESPN’s lineup all summer, ending with 75The tenth Minor League Baseball Anniversary On August 17-28. For more information, including the full game schedule and TV listings for each game, be sure to visit