You Can Play Project
You Can Play Project is a 501(c)(3) nonprofit founded in 2012 that advances LGBTQ+ inclusion in sports through education, policy consultation, and advocacy. It serves leagues, teams, and athletes across North America, operating from offices in Denver and Toronto.
- Company typePrivate
- Founded-
- Headquarters—
- Headcount—
- GTM typeB2B and B2C
- OfferingServices
What You Can Play Project does
You Can Play Project is a 501(c)(3) nonprofit organization founded in 2012 that works to advance LGBTQ+ inclusion across the sports industry at professional and grassroots levels. The organization operates offices in Denver, Colorado, USA, and Toronto, Ontario, Canada, and was co-founded by Patrick Burke, Glenn Witman, and Brian Kitts. Its stated mission targets athletes, teams, leagues, and sports administrators, with the goal of making sport safe and welcoming for LGBTQ+ participants and fans.
The organization's core offerings center on education programs described as scenario-based and interactive, policy consultation for leagues and teams, advocacy resources, and an ambassador program engaging professional athletes. It does not sell a traditional product or operate a proprietary technology platform; rather, it deploys programmatic services and consultative support to institutional sports clients. No proprietary technology stack, software product, or AI-driven tooling is referenced in its public materials.
As a nonprofit, You Can Play Project funds operations through corporate partnerships and sponsorships, merchandise sales, individual donations, and ambassador membership fees. Named partners include major sports leagues such as the NHL, NHLPA, MLS, US Soccer, NASCAR, and the Canadian Olympic Committee, alongside corporate sponsors including Canadian Tire, Scotiabank, Labatt Blue, AB InBev, IBM, and Genius Sports. The organization has received external recognition including a GLAAD Media Award (2013), the ESPN Stuart Scott ENSPIRE Award (2015), UN Human Rights Commission recognition (2015), an NEA Award (2016), and the IOC Sport Beyond Borders Award (2017).
You Can Play Project firmographics
Firmographics- Name
- You Can Play Project
- Legal name
- You Can Play
- Website
- https://www.youcanplay.org
- Company type
- Private
- Operating status
- Operating
- Short description
- You Can Play Project is a 501(c)(3) nonprofit founded in 2012 that advances LGBTQ+ inclusion in sports through education, policy consultation, and advocacy. It serves leagues, teams, and athletes across North America, operating from offices in Denver and Toronto.
- Ownership category
- akta.pro rank
You Can Play Project industry classification
Industry- Product category
- Nonprofit Sport Inclusion Services
- NAICS
- Sports and Recreation Instruction (611620), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)
- SIC
- Services-Educational Services (8200), Services-Membership Organizations (8600)
- akta.pro primary industry
- Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs) (MPAKALAJ)
- akta.pro secondary industries
- Arts, Sports & Recreation-Based Youth Development Nonprofits (BPAGADAJ), Sports Fundraising & Development Services (Foundations, NIL Collectives Support) (MPAKAKAK)
Keywords
You Can Play Project business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Partnership and Sponsorship Programs: Revenue generated through partnerships with sports leagues, teams, corporations and organizations who pay for inclusion programs, education, and consulting services.
- Merchandise Sales (Play With Heart Campaign): The Play with Heart Campaign sells merchandise (t-shirts) where purchases support culture shift in sport. Merch is sold through Bonfire storefront.
- Donations: 100% of donations go directly to operations costs. Fundraising through ambassador programs, events, and direct donations.
- Ambassador Membership Fees: Paid membership tiers for ambassadors including Inclusion Ambassador programs with swag packs, exclusive education materials, and member discounts on courses using code 'YCPAMBASSADOR' for 20% off.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free Brand Ambassador tier with basic resources |
| Subscription | Annual | Inclusion Ambassador paid membership |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels9 records
You Can Play Project product offering
Product offeringCore offering
You Can Play Project delivers LGBTQ+ inclusion education, policy consultation, and partnership programs to professional and grassroots sports organizations. It works directly with leagues, teams, national governing bodies, corporations, and community groups to develop and implement inclusive policies, deliver scenario-based interactive education, and provide ambassador and ally resources. Free and paid resources (videos, Pride calendar, education tools) and ambassador memberships extend the offering to individual supporters and fans.
Product overview
You Can Play Project operates as a nonprofit organization providing a platform of education and consulting services focused on LGBTQ+ inclusion in sports. The portfolio consists of core service offerings including Education Programs (scenario-based and interactive training), Policy Consultation (inclusive policy development), Pride Event Calendar (event tracking), YCP Ally Videos (awareness content), Inclusion Resources (guides for various stakeholders), and the Play With Heart Campaign (merchandise/activism). The organization also offers Ambassador Program as a paid membership add-on with exclusive resources and training capabilities. Partner services span sport organizations, teams/leagues, corporate partners, and community organizations, providing tailored programming including Pride Games planning, community outreach, communications support, policy development, and crisis support. Secondary content products include a Podcast and Blog covering trans athlete topics and inclusion research.
Differentiator
Problem solved
Functional benefit
Products and services
- Sport Organization Partnership Services Custom LGBTQ+ inclusion partnerships delivered to professional sport leagues, teams, and governing bodies, including policy consultation, athlete Ally Video production, Pride Night activation support, and integration with team communications. Designed for leagues, teams, and national sport organizations seeking sport-specific LGBTQ+ inclusion support.
- Scenario-Based Interactive Education Programs Interactive scenario-based learning programs that translate inclusive sport policy into practical, real-world education for athletes, coaches, staff, and officials. Designed to be delivered to sport organizations as part of their inclusion training.
- Corporate Partnership and Sponsorship Programs Sponsorship and partnership offerings for corporations seeking to align their brands with LGBTQ+ inclusion in sport, access ambassador storytelling for marketing campaigns, and demonstrate corporate responsibility commitments. Designed for CSR, brand marketing, and DEI leaders at major corporations.
- Ambassador Membership Program Tiered ambassador program that lets individual supporters — athletes, coaches, fans, and allies — publicly advocate for LGBTQ+ inclusion in sport, with free and paid ambassador levels providing access to ally resources, content updates, and merchandise benefits.
- Community Advocacy Partnership Program Collaborative partnership program with community-based LGBTQ+ and sport advocacy organizations to extend inclusion messaging into grassroots sport through co-hosted events, cross-promotion of resources, and aligned advocacy campaigns.
- Play With Heart Merchandise Collection Apparel and merchandise collection supporting You Can Play Project's LGBTQ+ inclusion mission, including items carrying the "Play With Heart" campaign. Sold directly to individual supporters as a fundraising and awareness product.
Quantifiable outcome
- Skate Canada's policy changes on gender restrictions in 2022 (first federation to remove gender restrictions on skating pairs) cited YCP's years of inclusion work as foundational
- +1 more outcomes
Companies that use You Can Play Project
Customer profileNamed customers33 records
Segments5 records
Ideal customer profiles5 records
You Can Play Project technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
You Can Play Project partnerships and signals
Strategic signalPartnerships
39 partnerships are on record, tiered core, minor and premier.
- Colorado AvalanchecoreNHL team partner for inclusion programs.
- Denver NuggetscoreNBA team partner for inclusion initiatives.
- Houston DashminorNWSL team partner for women's soccer inclusion programming.
- Greater Toronto Hockey LeaguecoreMajor hockey league partner for youth hockey inclusion programming.
- One ColoradominorCommunity partner for Colorado LGBTQ+ advocacy and sports inclusion.
- Out Boulder CountyminorCommunity partner for Boulder County LGBTQ+ programming and inclusion.
- Human Rights Campaign (HRC)minorNational LGBTQ+ advocacy organization partner for community programming.
- EGALE CanadacorePartnership with EGALE for 2024 Olympics inclusion resources and advocacy.
- Women's Elite RugbyminorWomen's rugby organization partner for inclusion programming.
- Rugby Americas NorthminorRugby governance partner for North American inclusion initiatives.
- Woodbine RacetracksminorHorse racing partner for Pride and inclusion events.
- CLG GamingminorEsports organization partner for gaming community inclusion.
- Halifax ThunderbirdsminorNLL lacrosse team partner for inclusion programming.
- Tennis CanadacoreNational tennis federation partner for Canadian tennis inclusion programs.
- Atlético OttawaminorCPL soccer team partner for Canadian Premier League inclusion.
- National Hockey League (NHL)coreLong-standing partnership with NHL on inclusion programs, Pride initiatives, and allyship campaigns. NHL Pride Tape initiative and ongoing collaboration for inclusive hockey environments.
- NHL Players AssociationcorePartnership with NHLPA for player-level inclusion education and allyship programs, supporting LGBTQ+ players and promoting inclusive locker room cultures.
- Canadian Olympic Committee - Team CanadacorePartnership with Canadian Olympic Committee for Olympic inclusion resources. Teamed up with EGALE for 2024 Olympics to provide inclusion resources.
- Major League Soccer (MLS)coreLeague-wide partnership with MLS clubs including Colorado Rapids, Houston Dynamo FC, and Atlético Ottawa for inclusion programming and Pride events.
- Canadian TirepremierPremier corporate partner of You Can Play, supporting inclusion initiatives and programs.
- ScotiabankpremierPremier corporate partner supporting You Can Play's inclusion work and sports partnerships.
- KSE (Kroenke Sports & Entertainment)coreYou Can Play team member partner through KSE venues (Denver Nuggets, Colorado Avalanche, Colorado Rapids) supporting inclusion across multiple sports.
- HasbrominorPartner supporting You Can Play team members and inclusion initiatives.
- Canada BasketballcoreNational governing body partner for basketball inclusion programs, policy development, and community outreach.
- US Soccer FederationcoreNational governing body partner for soccer inclusion policy development, education, and Pride events.
- Canada Soccer AssociationcoreNational governing body partner for soccer inclusion programs and policy development in Canada.
- Gymnastics CanadaminorNational federation partner for gymnastics inclusion programming.
- PGA of AmericacorePartnership with PGA for golf inclusion initiatives and Pride programming.
- Women's Tennis Association (WTA)corePartnership with WTA for tennis inclusion initiatives and programming.
- ATP TourcorePartnership with ATP for professional tennis inclusion programming.
- Canadian Hockey LeaguecorePartnership with CHL including OHL and Canadian Hockey League for junior hockey inclusion programs.
- Canadian Paralympic CommitteecorePartnership for Paralympic sport inclusion and athlete support.
- Canadian Football League (CFL)corePartnership with CFL for professional football inclusion initiatives.
- United Soccer League (USL)corePartnership with USL for soccer league inclusion programming.
- NASCARcorePartnership with NASCAR for motorsport Pride and inclusion initiatives.
- AB InBevminorCorporate partner including Labatt Blue for Pride initiatives and inclusion programming.
- LA KingscoreNHL team partner for Pride and inclusion initiatives.
- Vancouver CanuckscoreNHL team partner for inclusion programs and Pride events.
- Pittsburgh PenguinscoreNHL team partner for Pride and inclusion initiatives.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
You Can Play Project competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key highlights6 records
Customer concentration
You Can Play Project social profiles
Digital presenceYou Can Play Project financial estimates
Financial estimateRevenue estimate
Valuation estimate
You Can Play Project leadership team
Management profileNumber of profiles
Profiles10 records
You Can Play Project funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
You Can Play Project M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about You Can Play Project
What does You Can Play Project do?
You Can Play Project delivers LGBTQ+ inclusion education, policy consultation, and partnership programs to professional and grassroots sports organizations. It works directly with leagues, teams, national governing bodies, corporations, and community groups to develop and implement inclusive policies, deliver scenario-based interactive education, and provide ambassador and ally resources. Free and paid resources (videos, Pride calendar, education tools) and ambassador memberships extend the offering to individual supporters and fans.
Is You Can Play Project a public or private company?
You Can Play Project is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was You Can Play Project founded?
You Can Play Project was founded in -1.
How does You Can Play Project make money?
Four revenue lines are on record. Partnership and Sponsorship Programs are the primary driver. The others are merchandise Sales (Play With Heart Campaign), donations and ambassador Membership Fees.
Does You Can Play Project have an API?
No public API is recorded for You Can Play Project.
What industry is You Can Play Project in?
You Can Play Project's product category is Nonprofit Sport Inclusion Services. Its primary akta.pro industry code is MPAKALAJ, Cause, Community & CSR-Linked Sports Partnerships (Foundations, Youth Programs), with a secondary code of BPAGADAJ, Arts, Sports & Recreation-Based Youth Development Nonprofits. Its NAICS code is 611620 and its SIC code is 8200.