Varsity sports, if not captain, still a good EC?

I am a parent of a junior and he is embarking on college application process for first time. My son has very good SATs (2240 total) and 3.9 GPA in rigorous classes (G/T or AP) in a highly competitive public high school. Question: he has a passion for basketball, and he has spent so many hours working just to make varsity, and won an award as JV player for his work ethic. He is clearly not a superstar at this sport (smallest kid), but the hours devoted to play high school basketball are incredible, and the bar is set very high for making the team.
Question: if he is not a star or captain in sports, doe this count as a good EC?

I would definitely include it in his application. Include the award as well as the number of hours, consider a recommendation from his coach assuming that he/she (coach) can tell how hard your son works. Good luck!

(disclaimer - I am most certainly NOT an expert!)