4THELOVE

4THELOVE is First & Gold Foundation’s 2026 flagship campaign, launched during the month of February to spotlight a simple but powerful truth: opportunity shouldn’t depend on zip code, income, or circumstance.

At its core, 4THELOVE is about choosing the kind of love that shows up, consistently, practically, and when it matters most. Not the kind of love expressed in words alone, but the kind demonstrated through action: covering costs quietly, opening doors intentionally, and standing in the gap for young athletes who are willing to work but lack access.

Football is the entry point, but it is not the end goal.

For the young people we serve, football provides structure, discipline, mentorship, and belonging. It becomes a platform for leadership, confidence, and life skills that extend far beyond the field. Yet, for too many families, access to these opportunities comes down to one thing: cost. Registration fees, travel expenses, equipment, training, and exposure often determine who gets to participate — not talent, commitment, or potential.

4THELOVE exists to change that.