In this episode of the Sports Philanthropy Podcast, host Roy Kessel speaks with Scott Pederson, founder and CEO of Positive Athlete, about how sports can build character and create real world opportunities. From his Nebraska roots and work with the Kansas City Royals to major sports marketing roles with the NFL, MLB, and Nike’s LIVESTRONG campaign, Scott reflects on the lessons that led him to launch Positive Athlete with Hines Ward. The program, now a nationwide initiative, celebrates high school athletes for their leadership, resilience, and teamwork, showing how positivity in sports can inspire success far beyond the playing field.
Scott Pederson
Scott Pederson is a longtime sports executive, entrepreneur, and the founder and CEO of Positive Athlete, a national organization that celebrates high school athletes for their character, leadership, and positive influence. Originally from North Platte, Nebraska, Scott’s lifelong love for sports began with baseball and evolved into a dynamic career that combined his passion for athletics, marketing, and community impact.
After graduating from the University of Nebraska, Scott’s career took off when he joined the Kansas City Royals, where he quickly rose to become director of marketing at just 24 years old. He later worked with the NFL and Major League Baseball, creating innovative fan engagement programs such as Punt, Pass & Kick and the early NFL Experience. His creative vision also played a key role in helping Nike reposition the LIVESTRONG wristband campaign, transforming it into a global symbol of hope and resilience.
Today, through Positive Athlete, Scott focuses on recognizing and uplifting student-athletes who exemplify teamwork, perseverance, and integrity on and off the field. Partnering with professional teams, Olympic organizations, and major companies, he continues to expand the program’s reach across the country. His mission remains clear: to inspire young people to use the lessons learned from sports to become positive leaders in their schools, workplaces, and communities.
Positive Athlete
Positive Athlete is a national organization founded by Scott Pederson with a mission to celebrate and promote the values of character, leadership, and positivity in high school sports. The program recognizes student-athletes who display qualities such as teamwork, resilience, and integrity both on and off the field. It provides an opportunity for coaches, teachers, and community members to nominate students who make a meaningful impact on their teams, schools, and communities through their attitude and actions.
Launched in partnership with former NFL star and Super Bowl MVP Hines Ward, Positive Athlete began in Pittsburgh as a local initiative and quickly grew into a nationwide movement. The program partners with hundreds of schools, professional sports teams, and corporations to honor thousands of student-athletes each year. These recognitions often include scholarships, awards ceremonies, and opportunities for young people to connect with positive role models in sports and business.
Beyond recognition, Positive Athlete aims to prepare students for life beyond athletics. Through educational programs, mentorship, and a unique app that promotes character development, the organization helps young athletes understand how the lessons learned through sports can translate into success in their future careers and communities. By focusing on positivity over performance, Positive Athlete continues to change the culture of youth sports and inspire the next generation of leaders.
0:03 – 0:36 | Intro – “Sports Philanthropy Podcast”
Host Roy Kessel welcomes Scott Pederson, founder and CEO of Positive Athlete.
0:43 – 2:14 | Early Roots – Nebraska & Baseball Dream
Scott grows up in North Platte, Nebraska, dreaming of living in an MLB city. At the University of Nebraska, he switches from playing baseball to working in sports information to build connections in the sports world.
2:32 – 3:19 | Oklahoma State – Jimmy Johnson Connection
Joins Oklahoma State; coach Jimmy Johnson brings him onto the recruiting team after learning Scott’s brother works for Nebraska football.
3:19 – 4:21 | Kansas City Royals – Rapid Rise & 1985 Title
Becomes assistant director of marketing under Rush Limbaugh and is promoted to director at age 24; celebrates the Royals’ 1985 World Series win from inside the organization.
5:00 – 8:17 | Agency Years – NFL/MLB Programs & LIVESTRONG Insight
Moves to Miller Brewing sports marketing, then starts his own company with NFL support, creating programs like Punt, Pass & Kick and the early NFL Experience. Later helps Nike revitalize the LIVESTRONG brand by focusing on cancer survivors instead of Lance Armstrong, leading to global popularity of the yellow wristbands.
12:12 – 15:13 | Positive Athlete – The Spark
Wanting to highlight character over stats, Scott launches Positive Athlete with Hines Ward in Pittsburgh. The program celebrates high school athletes (9–12 grades) for leadership, resilience, and positivity through open nominations and recognition events.
17:18 – 19:06 | Expansion – From Pittsburgh to Georgia & Beyond
Automates the nomination process and scales the program to Georgia (455 schools, 6,000+ nominations). Expands to other markets with corporate support; within five months, reaches 16% of U.S. high schools and receives nominations from all 50 states.
20:10 – 21:31 | Why It Matters – 10 Million High School Athletes
Focuses on the 10 million U.S. high school athletes (about 57% of students), using sports as a vehicle to teach soft skills like teamwork, accountability, and leadership for future career success.
23:04 – 26:18 | Five-Year Plan & App – Character to Career
Aims to reach 80% of schools and nominate up to a million students yearly. Has given over $600,000 in scholarships and plans to exceed $1 million annually. Launches a LinkedIn-style app with 300 two-minute videos from athletes like LeBron James and Nick Saban on character topics (courage, accountability); students build a “character wheel” visible to employers and college coaches.
27:37 – 31:53 | Whole-Industry Support & Commissioner Question
Collaborates with pro teams and Olympic governing bodies (e.g., Commanders, Tigers) to promote positivity and sportsmanship. Asked which sport he’d lead, Scott chooses the NFL and proposes a rule that if a player causes a personal-foul injury, they must sit out as long as the injured player.
