US Consumers are Spending on Youth Team Sports Equipment Amid Rising Costs, According to Circana

Top growing categories include baseball and softball, lacrosse, and football

CHICAGO, IL, Aug. 31, 2026 (GLOBE NEWSWIRE) -- The new school year brings with it a return to academic routines, and the kickoff to a fresh sports schedule. According to retail sales data from Circana, LLC, junior team sports equipment sales reached $1.6 billion in the U.S. during the 12 months ending July 2026, growing +3% year over year as unit sales declined -3%. The dollar increase was driven largely by higher average selling prices, which rose +7% during this period.  

"Families continue to prioritize youth sports because they deliver lifelong benefits that extend far beyond physical activity," said Matt Tucker, director of client development for Circana’s sports equipment business. "But affordability remains the biggest challenge facing participation. Cost continues to be the most cited obstacle for team sports, with 41% of parents expressing concern. With tariff uncertainty and the potential for additional pricing pressure across sporting goods categories, keeping sports accessible will become increasingly important for manufacturers, retailers, leagues, and communities."

Baseball and softball remains the largest team sports equipment category within the junior segment, generating nearly $772 million in sales during the past 12 months, an increase of +8% versus the prior year, according to Circana’s Retail Tracking Service data. Growth was supported by a modest increase in units sold, with several key segments including gloves, mitts, batting gloves, and protective gear posting gains in both dollars and units.

Football, the second-largest team sports category, continued to demonstrate steady demand, with junior equipment sales totaling nearly $380 million, up +2% year over year. Growth was led by football sales, which increased in both dollars and units during the year.

Lacrosse emerged as the fastest-growing team sports category for the junior segment. Year over year dollar sales grew 10% and unit sales increased 5%, driven by lacrosse sticks and protective gear.

The retail sales growth is reflected in participation figures. According to the Sports & Fitness Industry Association’s (SFIA) 2026 Topline Participation Report, team sports posted the highest year-over-year growth of any major activity category in 2025. Participation continues to be especially strong among younger generations, with Gen Z leading at 60%. Furthermore, the National Survey of Children's Health reports that 55% of U.S. youth ages 6 to 17 participate in organized sports or sports lessons – a figure that has been growing steadily since 2021.

"Parents are making thoughtful decisions about where and how they spend, but youth sports remain a priority household investment," Tucker said. "The challenge moving forward will be ensuring rising costs don't create barriers that limit access for the next generation of athletes. The organizations that can help balance value with affordability will be best positioned for long-term success."

About Circana
Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behavior driving it, and accelerate their growth. Circana’s Liquid Data® technology platform is powered by an expansive, high-quality data set, and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy.  

Marissa Guyduy
Circana
+1 312-731-1782
marissa.guyduy@circana.com