Pokémon USA, Inc. is teaming up with US Youth Soccer to serve as the sport’s 2005 sponsor. And to generate buzz behind the deal, the two properties are organizing a one-of-a-kind contest that will recognize players for their achievements both on and off the field.
Students between ages five to 19 who play youth soccer can enter for a chance to win scholarships by submitting an essay that demonstrates how they embody the shared values of the youth soccer program—teamwork, friendship and sportsmanship. The Pokémon US Youth Soccer All-Stars contest will begin in August and run through October. To qualify, entrants must receive a nomination from a parent, teacher or coach.
Print ads and Internet materials will support.
Pokémon USA teamed up with the youth soccer program—the country’s largest youth sports organization that has more than 3 million members—to emphasize its positive branding message for parents and their children, said Bruce Loeb, VP-marketing for the brand. The partnership is a natural fit because the two properties share common core values, he said.
“Both of the groups really encourage the core values of teamwork, friendship, good sportsmanship and strategic skills,” Loeb said. “It’s bringing both the entertainment and the sports fields together.”
As part of the sponsorship, Pokémon will have a presence at roughly 20 Kohl’s US Youth Soccer American cup events, a national recreational soccer program. Strategic Sports Group negotiated the deal on behalf of Pokémon USA, Inc. Octagon Sports Marketing negotiated the deal for the US Youth Soccer Association.
“We’re very excited about welcoming a global brand such as Pokémon to the US Youth Soccer family,” said David Messersmith, president of US Youth Soccer in a statement. “By creating the Pokémon US Youth Soccer All-Stars program, Pokémon has demonstrated their commitment to providing incentives to our players that reach beyond the playing field, reinforcing the fact that there are benefits beyond winning to playing this great game.”
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