Partnership Report: THSCA and Victory+ Collaboration for Community and Sustainable Development

Introduction

A strategic partnership has been formed between the Texas High School Coaches Association (THSCA) and the sports streaming service Victory+, owned by A Parent Media Co. Inc. (APMC). Announced on July 21, 2025, this collaboration introduces the “THSCA Game of the Week” initiative. The partnership is designed to increase the visibility of Texas high school football while actively contributing to several United Nations Sustainable Development Goals (SDGs), including Quality Education (SDG 4), Good Health and Well-being (SDG 3), Sustainable Cities and Communities (SDG 11), Reduced Inequalities (SDG 10), and Partnerships for the Goals (SDG 17).

Alignment with Sustainable Development Goals (SDGs)

The initiative’s structure and objectives demonstrate a strong commitment to fostering sustainable development through community-based athletics.

SDG 4: Quality Education

• The partnership promotes education-based athletics, which are integral to a holistic learning experience for over 1.5 million student-athletes annually.
• It supports the THSCA Education Foundation’s mission to provide professional education and character development programs for coaches, directly enhancing the quality of mentorship and guidance for students.
• By highlighting student-athletes, the initiative reinforces the value of extracurricular activities in developing life skills, discipline, and teamwork.

SDG 3: Good Health and Well-being

• The collaboration encourages participation in and support for sports, promoting physical activity and healthy lifestyles among adolescents.
• It raises awareness of the importance of physical and mental well-being within a competitive and supportive community framework.

SDG 11: Sustainable Cities and Communities

• High school football is a significant cultural component in Texas communities. By broadcasting games, the partnership strengthens community identity and social cohesion.
• The initiative provides a platform for celebrating local culture and tradition, making communities more inclusive and connected.

SDG 10: Reduced Inequalities

• Victory+ will stream the “Game of the Week” for free, removing financial barriers to access.
• Global streaming availability ensures that alumni, military families, and geographically distant supporters can participate in community events, reducing inequalities in access to cultural and sporting events.

SDG 17: Partnerships for the Goals

• This collaboration is a prime example of a multi-stakeholder partnership, uniting a non-profit leadership organization (THSCA) with a private sector media and technology company (APMC).
• The partnership leverages the unique strengths of each organization to achieve shared objectives related to education, community development, and well-being, demonstrating an effective model for public-private cooperation.

Initiative Details: “THSCA Game of the Week”

Broadcast and Content

The core of the partnership is a weekly featured Texas high school football game, streamed live and exclusively on Victory+.

1. Live Coverage: One matchup will be broadcast every Friday night throughout the season.
2. Professional Production: Each broadcast will include professional commentary, pre-game and post-game analysis, and exclusive interviews with coaches and players.
3. Global Accessibility: Viewers worldwide can access the live stream for free via the Victory+ website, mobile applications, and connected TV devices.
4. On-Demand Access: Replays of the games will be available on demand for continued viewing.

Organizational Objectives and Missions

Texas High School Coaches Association (THSCA)

• Mission: To serve as the principal advocate and leadership organization for Texas high school coaches, enhancing their professionalism to better serve student-athletes.
• Strategic Goal: THSCA Executive Director Joe Martin stated the partnership fulfills a long-range strategic plan to partner with a media group to promote Texas high school football and its coaches on a larger scale.

A Parent Media Co. Inc. (APMC) and Victory+

• Mission: APMC is a media and technology company focused on Safe Streaming solutions. Victory+ is its free, direct-to-consumer sports streaming service.
• Strategic Goal: Neil Gruninger, President & CEO of APMC, emphasized the objective of showcasing talent and providing families, alumni, and supporters with a “front-row seat,” thereby strengthening community and cultural ties through technology.

1. Which SDGs are addressed or connected to the issues highlighted in the article?

• SDG 4: Quality Education

  • The article highlights a partnership centered on “education-based athletics.” The Texas High School Coaches Education Foundation’s mission is explicitly mentioned, focusing on providing “professional education programs” and “training in character development to coaches,” which in turn “can directly impact the lives of over 1.5 million student-athletes each year.” This directly connects to the goal of ensuring inclusive and equitable quality education.

• SDG 11: Sustainable Cities and Communities

  • The article repeatedly emphasizes the community and cultural aspects of high school football in Texas. It quotes Neil Gruninger, stating, “Texas high school football is more than just a sport, it’s part of the culture and community.” The initiative aims to “celebrate community” and give “hometown supporters a front-row seat,” thereby strengthening and promoting local cultural heritage.

• SDG 17: Partnerships for the Goals

  • The entire article is an announcement of a new collaboration. It details a “new partnership” between the Texas High School Coaches Association (THSCA), a professional/civil society organization, and Victory+ (owned by A Parent Media Co. Inc.), a private sector media company. This cross-sector collaboration to achieve a common goal is the essence of SDG 17.

2. What specific targets under those SDGs can be identified based on the article’s content?

• SDG 4: Quality Education

  • Target 4.7: By 2030, ensure that all learners acquire the knowledge and skills needed to promote sustainable development, including…appreciation of cultural diversity and of culture’s contribution to sustainable development.
    • The article mentions the Texas High School Coaches Education Foundation provides “instructional material and training in character development to coaches.” This focus on character development through sports contributes to the skills and values promoted in Target 4.7.

• SDG 11: Sustainable Cities and Communities

  • Target 11.4: Strengthen efforts to protect and safeguard the world’s cultural and natural heritage.
    • The partnership is designed to “promote Texas high school football at another level” and “share just how special football in the state of Texas truly is.” By broadcasting games and stories, the initiative actively works to safeguard and promote what the article describes as a significant part of Texas “culture and community.”

• SDG 17: Partnerships for the Goals

  • Target 17.17: Encourage and promote effective public, public-private and civil society partnerships, building on the experience and resourcing strategies of partnerships.
    • The article is a direct announcement of such a partnership. The collaboration between the THSCA (a civil society/professional association) and Victory+/APMC (a private media company) to “elevate the visibility of high school football” is a clear example of a private-civil society partnership.

3. Are there any indicators mentioned or implied in the article that can be used to measure progress towards the identified targets?

• For Target 4.7:

  • Indicator (Implied): The number of students benefiting from enhanced educational and character development programs.
    • The article explicitly states that the Education Foundation’s programs “can directly impact the lives of over 1.5 million student-athletes each year.” This figure serves as a direct, quantifiable indicator of the reach of these character development initiatives.

• For Target 11.4:

  • Indicator (Implied): The scale and reach of the cultural promotion initiative.
    • The article specifies that the “THSCA Game of the Week will bring fans a front-row seat to one Texas high school football matchup every Friday night.” The number of games broadcast per season and the global viewership numbers on the Victory+ platform would serve as indicators for measuring how widely this cultural heritage is being promoted and shared.

• For Target 17.17:

  • Indicator (Implied): The establishment of a cross-sector partnership.
    • The article itself serves as evidence of this indicator. The announcement of the “new partnership with the premier sports streaming service, Victory+” and the description of the collaboration’s goals (“promote Texas high school football”) confirm the formation of a partnership between a civil society organization (THSCA) and a private entity (Victory+/APMC).

4. Table of SDGs, Targets, and Indicators

Source: finance.yahoo.com