Tony Sanneh's Next Goal: Scaling Social Impact with a New Playbook

MINNEAPOLIS, MN – May 01, 2026 – Fresh off his induction into the National Soccer Hall of Fame, former U.S. Men's National Team star Tony Sanneh has unveiled his next major play, one aimed far beyond the soccer pitch. Sanneh announced the launch of Operation Elevation SBC, a new Minnesota Public Benefit Corporation, alongside the forthcoming release of his book, On the Assist: How Significance Finds Us When We Invest Ourselves in Others.

This dual announcement marks a significant evolution in Sanneh’s long-standing commitment to community empowerment. While his athletic career is decorated with two MLS Cups and a starting role in the 2002 World Cup, his post-playing career has been defined by a different kind of success: leveraging his platform to uplift under-resourced youth. This new venture aims to codify and scale that mission, transforming a personal philosophy into a structured, replicable model for social impact.

From Pitch to Purpose: A Legacy of Giving Back

Long before Operation Elevation, there was The Sanneh Foundation. Founded in 2003 while he was still an active professional player, the Saint Paul-based non-profit has become a cornerstone of youth development in the Twin Cities. Its mission to empower youth, improve lives, and unite communities has translated into a comprehensive suite of programs serving tens of thousands.

The Foundation's impact is tangible. Its Dreamline program embeds mentors in over 10 schools to support more than 1,200 students academically and emotionally. Its nutritional services fight food insecurity by providing free, healthy meals year-round. From free community soccer camps that break down financial barriers to a dedicated career center offering job readiness training, the organization has built a holistic ecosystem of support. This work is the real-world embodiment of the philosophy Sanneh champions in his new book.

On the Assist, co-written with John Lenker and Kevin deLaplante, PhD, frames Sanneh's journey through the lens of those who provided the crucial “assists” in his own life. It argues that his achievements were not solitary triumphs but the result of coaches, mentors, and community members who invested in him. The book's central thesis is a powerful lesson Sanneh learned along the way: true significance isn't found in trophies or accolades, but in becoming a pivotal figure in someone else's development.

A New Playbook: The Public Benefit Corporation

With Operation Elevation, Sanneh is taking that philosophy and giving it a new corporate structure. The move from a traditional 501(c)(3) non-profit model to a Specific Benefit Corporation (SBC) is a deliberate and strategic choice. Under Minnesota law, an SBC is a for-profit entity legally required to pursue a specific public benefit alongside financial returns. This hybrid structure allows the organization to attract private investment and operate with a business-oriented focus on growth and scalability, something not always possible in the non-profit world.

This new entity is the culmination of a decade-long partnership with co-founders Lenker and deLaplante, who worked with Sanneh to develop the philosophical framework that now serves as the company's foundation. Operation Elevation is designed to take the principles proven effective at The Sanneh Foundation and scale them nationally through books, professionally developed curriculum, corporate training, and institutional partnerships.

The goal is to create a formal bridge between two groups: capable adult professionals seeking a more meaningful application of their skills and under-resourced youth in need of career guidance and mentorship. By creating a structured, for-profit model, Operation Elevation aims to make mentorship a sustainable and scalable enterprise, moving it from a purely philanthropic act to an integrated component of professional and corporate life.

The Power of the 'Assist': Redefining Modern Mentorship

The market for youth mentorship is filled with well-meaning organizations, but significant gaps remain, particularly in creating sustainable pathways to meaningful careers. Research consistently shows that mentored youth have better academic, social, and economic outcomes. Operation Elevation aims to address this need with a unique value proposition that benefits both mentor and mentee.

For youth, the program promises access to a network of experienced professionals and a curriculum designed to build tangible career-readiness skills. For the adult professionals, it offers something that career achievement alone often fails to deliver: a structured pathway to significance. The company's framework suggests that by investing their time and experience in a young person, professionals can find a deeper sense of purpose that enriches their own lives and careers.

"Looking back on my life, what I see is 'the assist' over and over again," Sanneh stated in the announcement. "The people who showed up for me made me who I am. This book and this company are about spreading that further."

This venture is not about replacing the vital work of The Sanneh Foundation but about building upon its legacy. By creating a separate, scalable entity, Sanneh and his partners are creating a new playbook for social entrepreneurs and athletes alike. It demonstrates how a personal mission, honed over decades of community work, can be transformed into a national movement. As Operation Elevation prepares to launch, it represents a bold effort to prove that the most valuable assist is the one you give to the next generation.