New research is shaping how MSE invests in girls’ sports across Washington, D.C.
When the Aspen Institute’s 2023-24 State of Play report commissioned by Under Armour found that 53% of D.C. girls participate in youth sports, compared with 70% of boys, it issued a challenge: do not just track the gap. Understand it. Listen to girls about what’s keeping them on the sidelines.
As part of its multi-year, multi-million-dollar District of Play youth sports initiative, Monumental Sports & Entertainment (MSE) answered the call, commissioning independent qualitative research with middle and high school girls in Wards 7 and 8, along with coaches, teachers and program leaders. What we heard was clear: girls want to play, but barriers can make it harder to start – and stay – in the game.
Now MSE, the District, D.C. Mayor Muriel Bowser, and Under Armour are turning those insights into action through a new initiative focused on gear, uniforms, and continued investment in girls’ participation.
According to the Aspen study, D.C. nearly meets the national youth sports participation goal overall, but the topline number masks a 17-point gender gap. MSE’s research found that girls are often less likely to voice frustration or disclose financial hardship directly. Instead, they may begin missing practices and gradually stop showing up. What can be mistaken for a lack of interest is often a lack of access, confidence, support, or belonging.
To understand the lived experiences behind the participation gap, MSE commissioned a study by an independent research firm, which conducted in-depth qualitative interviews with middle and high school girls in Wards 7 and 8, as well as coaches, teachers, and program leaders who support them. The research identifies recurring themes and practical opportunities for action. As a qualitative study, it is intended to deepen – not replace – broader participation data.
What we’re doing now. Through District of Play, MSE is partnering with the District, D.C. Mayor Muriel Bowser and Under Armour to address one of the study’s clearest and most immediate barriers: access to appropriate gear and uniforms.
The newly-announced initiative will:
>> Equip every female athlete in D.C. Public Schools (DCPS) in Wards 7 and 8 with a practice gear bag including Under Armour athletic shoes, shorts, sports bras, T-shirts, socks, headbands and other essentials.
>> Distribute new, properly fitting Under Armour uniforms for DCPS middle school sports teams in Wards 7 and 8.
>> Provide the new gear to every participating athlete and team – not based on individual need – reducing stigma and ensuring every girl can show up prepared, confident and ready to belong.
Additional investments informed by the research will be announced throughout the 2026-27 DCPS school year.
This initiative builds on a broader commitment.
Since launching in 2024, District of Play has impacted nearly 400,000 kids, coaches and family members. This new initiative builds on MSE’s ongoing work to expand access and remove barriers, including:
EquipHER: more than 13,000 sports bras distributed across 39 DCPS middle and high schools.
District Dribble: basketballs for more than 29,000 DCPS pre-K through fifth-grade students.
District Kicks: more than 6,500 pairs of Under Armour shoes for students in DCPS sixth-grade academies.
District of Play also includes annual investments in playgrounds, courts, and other safe, high-quality places to play.
Every girl deserves to feel prepared, supported, and like she belongs on the team. This initiative is designed to address immediate barriers now while helping MSE and its partners continue learning where future investments can make the greatest difference.
What enables a girl to come back tomorrow?
The biggest question in youth sports is not simply how to get more girls in the door. It is what enables them to come back tomorrow. Every practice, every uniform, every opportunity – and every girl who stays in the game – moves us one step closer.