A Defining Decade of Sports & Fitness Activity in America
This decade, the United States will host an unprecedented slate of the world's biggest sporting events. Together, they create an extraordinary opportunity to help more Americans experience the transformative power of sports and fitness.
2034WARD is SFIA's commitment to ensuring this once-in-a-lifetime opportunity leaves a lasting legacy on our country. The initiative is built on a simple belief: when more people participate in sports and fitness, individuals become healthier, communities grow stronger, and the positive impact extends far beyond the playing field.
By bringing together industry leaders, policymakers, community organizations, and partners, we can inspire more Americans to embrace active lifestyles and strengthen communities through sports and fitness.
2026-2034
A Decade of Global Sporting Events on U.S. Soil
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2026
World Baseball Classic
Men's Soccer World Cup -
2028
LA Summer Olympics & Paralympics
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2029
FISU World University Games
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2031
Women's Soccer World Cup
Men's Rugby World Cup -
2033
Women's Rugby World Cup
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2034
SLC Winter Olympics & Paralympics
A Decade of Inspiration
Industry Action Through 2034WARD
A More Active Future
The Opportunity Before Us
From now through 2034, the United States will host the Men's and Women's soccer World Cups, the Summer and Winter Olympic and Paralympic Games, and world championships in baseball, rugby, and more. The world's attention will be focused on sports and fitness, creating an unparalleled platform to inspire participation and industry growth.
Moments like these encourage people to try a new activity, return to one they once loved, and build lifelong habits of movement. Our participation research has documented this pattern for years. The responsibility for our industry is to sustain that momentum by creating pathways from inspiration to lifelong participation.
Every initiative within 2034WARD serves one purpose: helping more people experience the physical, mental, and social benefits of sports and fitness.
That purpose extends beyond any one event, program, or organization. It calls for industry leaders, policymakers, community organizations, and partners to work together to expand access, remove barriers, and give people of every age and background more ways to get active.
When we look back on this defining decade, the true measure of success will be the people, families, and communities whose lives changed because they found more opportunities to play, connect, and move.
How we move participation 2034Ward
Unite the Industry
Bring together organizations from across the sports and fitness ecosystem to align around a shared vision for participation.
Expand Access
Support programs and partnerships that create more opportunities for people of every age and ability to participate in sports and fitness while building clear pathways to stay active.
Shape Public Policy
Advance public policy that improves affordability, accessibility, and investment in sports, fitness, and recreation across the country.
Build Lasting Momentum
Help ensure this defining decade contributes to healthier people, stronger communities, and more active lives long after the final competition concludes.
Inspiring the Next Generation
SFIA's National Youth Sports Clinic Series demonstrates what 2034WARD looks like in action.
Each clinic introduces children to multiple sports, connects families with local opportunities to continue participating, and gives young people a positive experience with sports and fitness that can set the foundation for a lifetime of healthy habits.
Case Study
Atlanta's Clinic
Free to attend for every participating family
Young participants ages 7–12
Multiple sports represented by national governing bodies and professional league partners
Many children tried a new sport for the first time
Every participant left with equipment and information about how to continue playing
“I think I love baseball now.”
— A young participant, on the day
As 2034WARD grows, so will the opportunities to create this kind of impact in communities across the country.
By Sport
Help Shape The Legacy
2034WARD will continue to evolve over the next decade, shaped by the organizations, leaders, and partners who believe this moment can create lasting change.
Whether you join the Coalition, sponsor community activations, advocate for access, or become an SFIA member or partner, your organization can help create a stronger future for sports and fitness.
Join the 2034WARD Coalition
Stand alongside organizations committed to expanding sports and fitness participation over the next decade.
Become A Sponsor
Support Youth Sports Clinics and future 2034WARD initiatives that bring more people into sports and fitness.
Strengthen Your Organization
Join the association leading research, advocacy, and collaboration that help move participation 2034WARD.
Advocate for Access
Add your organization's voice to SFIA's policy work expanding affordability, accessibility, and investment in sports and fitness nationwide.
Tell Us How You Would Like to Get Involved
Share a bit about your organization and where you would like to plug into 2034WARD — our team will follow up directly.