NFHS, Positive Coaching Alliance Launch ‘Before It’s Over’ Campaign to Create Positive High School Sports Experiences

The NFHS and Positive Coaching Alliance (PCA) today announced the launch of "Before It's Over," a national campaign focused on reinforcing the important role adults play in creating positive high school sports experiences.

High school sports represent a short but incredibly meaningful chapter in a young person’s life. According to the 2026 NFHS National Parent Benchmark Study, 91% of parents agree that school-based athletics and activities are an important part of a student’s overall education, while 80% believe their student’s overall well-being is better after participating in athletics and activities than before.

Given the meaningful impact of these experiences, "Before It’s Over" centers on the critical role parents and other adults play in making the student-athlete journey a positive one. Through its morethislessthat.org website, the focus is to be more encouraging and less correcting, more respectful and less argumentative, and more celebratory and less critical.

The joint initiative will provide athletic directors, administrators, coaches and parents with resources and practical tools to help foster environments that prioritize character development, personal growth, and a positive experience for student-athletes across the country.

"High school sports represent a short, but incredibly meaningful chapter in a young person’s life," said Jason Sacks, CEO of Positive Coaching Alliance. "With 'Before It's Over,' we are reminding coaches, parents, and administrators of the essential role they play in shaping that experience. By creating positive, supportive environments, we can help ensure student-athletes take away lessons and memories that last well beyond their final season. We are proud to join forces with the NFHS to deliver this message nationwide."

As part of the campaign, NFHS and PCA will provide participating school communities with digital toolkits, signage, educational programming, and social media resources.

"Our state associations and interscholastic athletics programs reach millions of student-athletes every year," said Davis Whitfield, executive director of the NFHS. "Our partnership with Positive Coaching Alliance provides coaches, parents, athletic directors and school leaders with concrete resources to cultivate a healthy, supportive sports culture. This initiative reinforces the lasting value of high school sports and the responsibility we all share to make that experience a positive one."

Key Campaign Components and Local Activation Resources:

• School and AD Toolkits: Dedicated website (www.morethislessthat.org) to host comprehensive toolkits featuring local signage, messaging guides, and actionable strategies for administrators and athletic directors.

• State Association Banner Program: Distribution of banners across all 51 state associations for display at state championship events and in high school facilities nationwide.

• Educational Webinar Series: Recorded conversations and resources for athletic directors and administrators on local activation, alongside a joint leadership discussion featuring PCA CEO Jason Sacks and NFHS Executive Director Davis Whitfield. Details to come.

• Unified Digital and Social Outreach: Coordinated messaging across social platforms (@positivecoachUS, @NFHS_Org, and @NFHSNetwork).

For more information about the campaign or to access local activation toolkits, visit www.morethislessthat.org, or the official websites at positivecoach.org and nfhs.org.