The Denver Broncos Foundation is doubling down on youth football, rolling out an expansion of its All In. All Covered. initiative, a five-year effort that teams the franchise with Every Kid Sports and Good Sports to knock down registration and equipment costs for both tackle and flag leagues. The goal is to reach more than 17,000 kids across Colorado, with a sharp focus on communities facing the biggest financial hurdles.
The expanded program builds on the Broncos’ statewide helmet distribution work and is set up as a one-two punch on affordability. Registration fees are covered through Every Kid Sports, while new and shared-team gear flows through Good Sports, according to Good Sports. Team officials say the longer-term extension is meant to get more first-time players onto the field and keep them there by taking on two of the highest up-front costs.
“We’re excited to work with Every Kid Sports and Good Sports to grow youth football participation,” Bobby Mestas, the Broncos’ director of youth and high school football, said in the Good Sports post. Mestas said the extension is tailored to younger athletes, roughly ages 6 to 14, by cutting financial barriers and opening doors to both tackle and flag football.
The timing is not accidental. Families are staring down higher bills for kids’ sports: the Aspen Institute’s Project Play reports that U.S. families spent an average of $1,016 on a child’s primary sport in 2024, an increase of about 46% since 2019. Organizers say that price jump is exactly the kind of affordability gap the Broncos’ five-year commitment is designed to address.
What the partnerships will cover
On the fee side, Every Kid Sports will cover up to $150 in registration costs per child through its Every Kid Sports Pass, with families applying online for a virtual Chek card, according to Every Kid Sports. After the partnership with the Broncos was announced, applications ticked up quickly, and about 108 kids across 16 Colorado cities were already getting help as of last week, the Denver Gazette reported, noting the early demand.
Good Sports is handling the gear. The group will secure and donate brand-new equipment, apparel, and shared-team items to programs serving communities with the highest need, with its application portal asking leagues to show both financial need and operational readiness. “It’s very unusual for teams or brands to think about a five-year partnership,” Good Sports co‑founder Christy Keswick told The Denver Gazette, adding that the multi-year approach is meant to deliver measurable, lasting gains in access.
How families and programs can apply
Families looking for help with sign-up costs can apply through the Every Kid Sports Pass, while youth football coaches and league administrators can seek equipment grants for their programs. Both sets of resources, along with application links, are collected on the Broncos’ community page. The team also lists a program contact there and encourages local leagues to connect directly with Every Kid Sports and Good Sports if they have questions about how the rollout works.
Organizers say the five-year window is intentional. They want enough time to track whether kids stick with the sport and to see if lowering cost barriers leads to long-term participation instead of a one-season spike. With fall registration already coming into view, the expanded initiative offers Colorado families and youth programs a timely way to help more kids get on the field and stay there.
