The competition invites athletes aged 7 to 17 across the United States and Canada to share their personal stories of sportsmanship and leadership. Participants advance through tournament-style rounds, relying on support from their local communities. While free daily votes are available, the process encourages tax-deductible donations to DTCare, which subsequently issues grants to Russell Wilson and Ciara’s Why Not You Foundation. This model follows a successful 2025 campaign that generated over $21 million for charitable causes, including the V Foundation for Cancer Research.
2026 Youth Athlete of the Year Competition Launches with CBS Campaign Prize
A national search for the 2026 Youth Athlete of the Year is now underway, offering young competitors a chance to win a $25,000 prize and a starring role in a 3BRAND commercial campaign. The initiative, managed by fundraising platform Colossal, aims to benefit the Why Not You Foundation through community-driven donations.
Beyond the financial reward, the winner receives a high-profile media package. This includes an appearance in a 3BRAND advertisement set to air on CBS and feature in Sports Illustrated, alongside a red-carpet debut at the Family Film & TV Awards. To support the participants, a roster of high-profile ambassadors—including Russell Wilson, Shawn Johnson East, Kevin Love, Laila Ali, and David Ortiz—will provide mentorship and inspiration throughout the tournament. Prospective applicants can register via the official website, though Colossal notes the event is a fundraising campaign rather than a formal athletic scouting program.
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