Increasing a sponsor’s footprint at your soccer tournament

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This morning I received an email from a tournament director to see if we could make the sponsor logo bigger. I took a look at the listings under the DEALS area and noticed the logo was already at the maximum size and in the top position. But I also noticed the sponsor had no Super Deal, no additional coupon, no links to their Facebook Fan page or posted video. Fortunately, there is still some time to get these things up and running.

For a player, parent or coach visiting the tournament website, there is no reason to click on the logo if there is no additional information. They know all that is going to happen is a visit to the sponsor’s website. But they don’t know why they would go there other than being sold something, so they don’t click.

Sometimes the easiest thing to ask for is to “make the logo bigger” but the more effective strategy is to make the sponsorship footprint bigger. Think what your sponsor means to the player, parent or coach. Ask the sponsor what special information they have for your audience and make that the SuperDeal. Then ask for a flyer or coupon This does not even need to be a discount, just more information targeted to your tournament-goers and their fans. And a video never, ever hurts. It could even be the sponsor welcoming the teams to your tournament.

If you want to go further, you can post a news story on your front page and email it to the teams. If your sponsor relies on foot traffic during the event, you could send text messages from the Team Applications Module to the team contacts, sparingly of course. You could also tweet out offers using your twitter account.

Think about how you can increase your sponsor’s footprint instead of just their logo size. Chances are, if they have success in year one, they’ll keep coming back every year.

Sponsors and advertisers need belly buttons, not eyeballs

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I once heard an old newspaper advertising salesman say, “We’re not in the business of selling ad impressions; we’re in the business of selling belly buttons.” What he meant by that was that it didn’t matter how many people saw or read the ads; it only mattered how many physical customers the ad brought to the merchant buying the ads.

Belly buttons = real people, in real life, living, breathing and buying.

In our always online world, we tend to forget that soccer tournament website visitors, unique pages views and hits mean absolutely nothing to sponsors and advertisers unless there is some action that follows. That action is almost always a trip to the store, restaurant or shop, followed by a purchase. Nothing else really matters.

Our Advice: Don’t just take sponsorship/advertising orders and artwork for your soccer tournament. Help the advertiser collect belly buttons as well. In the TourneyCentral advertising module, there are opportunities to “sell” the goods and services of your sponsors and advertisers through uploaded brochures and coupons, expanded deal copy and video. In addition, any listing can be linked to a Twitter or Facebook account to further push the belly buttons to the advertiser.

When you hook up your soccer tournament twitter account to your website in the Web Site Maint. Module, any news that you post on your front page will automatically be sent to anyone following you. You can also plug the goods and services of your DEALS sponsors and advertisers with every email you send out to your teams.

While you may not want to overdo the selling to the teams, going the extra mile and letting sponsors and advertisers know you are doing it will help sell more ads in the future.

So quit selling ads and eyeballs and start selling belly buttons. It makes the game a lot more profitable and a whole lot sexier.

What would Armando do?

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Armando Galarraga

Armando Galarraga

Ask any parent, coach or league organizer about why youth soccer is good for the kids and the community and they will invariably cite that it builds character, a strong sense of personal responsibility, leadership and teamwork. Then go to a game and what you most likely will see is a pack of babies, arguing over a referee’s call. And that’s just from the parent’s touchline.

Before you start hating on me, I’ve been there as well. I’d like to think that most of the time I exhibited behavior I would like my two kids to display. But I can remember some times where I displayed less than perfect sportsmanship. Whatever you think going forward, let’s at least be honest with ourselves.

When the kids are young, it is easy to say things like, “The score doesn’t matter” and “It’s not whether you win or lose, but how you played the game.” And as they get older, this gets lost somewhere along the line and the only things that really matters are who won and who scored. If a team lost, it wasn’t that they were outplayed, but that the referee blew the call.

And sometimes it happens. It probably happens a lot, but the human element is all part of the game. Soccer, baseball, football, etc are all human sports participated in by human beings for human beings. When they step on the field, each player, referee, umpire accepts that each may make a mistake. If we require perfect, we would all be playing video games instead where the referees/umpires have pixel-perfect vision.

Some fans say, “It’s just a game” whereas others will say “It’s a business” as if being a business somehow makes the element of human error inexcusable. They argue on that we need instant replay to overrule the referee/umpire to set the record straight and tell what really happened. The player was robbed and that isn’t fair, they argue.

Life isn’t fair. Sometimes people make mistakes. Sometimes, those mistakes cost people money or recognition. But isn’t teaching kids how to deal with frustration with grace and dignity part of why we all promote sport?

Instant reply can tell whether someone called the play correctly, but it can’t see right or wrong. It can’t judge sportsmanship or grace under pressure. It can’t recall an infantile temper-tantrum over a play that was called incorrectly. It can’t establish character and human dignity. It can only prove somebody right and someone else wrong.

Instead of lamenting the lack of instant reply in soccer, Armando Galarraga gave every coach and every parent a greater tool than the high-speed camera ever could to judge whether a play was good or bad. Quite simply ask, “what would Armando do?”

And then do that.

Get ready to pig out on BBQ and soccer this weekend

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Mark Peebles checks the smoker in his Englewood restaurant.

The adidas Warrior Soccer Classic soccer tournament, one of the largest youth soccer tournaments in the United States, will see a new food vendor in 2010.

Oink-A-Doodle-Moo, a bar-b-que restaurant in Englewood is testing the waters so to speak, and will be at Thomas Cloud Park in Huber Heights, near Dayton, Ohio, for the event on Memorial Day Weekend.

“This is another avenue to get exposure,” said Mark Peebles, Oink-A-Doodle-Moo’s president and founder. “We like being part of the community and supporting youth sports teams.”

This is the second youth soccer tournament that Oink-A-Doodle-Moo will be at tempting tourney attendees with items from is savory menu. And if Peebles has his way, the passion emanating from Carol Maas, Director of the adidas Warrior Soccer Classic, and Gerard McLean of TourneyCentral will lead to other forays at youth soccer tournaments in the Dayton, Ohio area.

“I didn’t grow up playing soccer, but when I see Gerard and Carol and see their passion, it gets you excited to be associated with something like this,” Peebles said.

Plus, being at an event where participants and attendees come from literally all over the USA is beneficial for business.

“We are gaining exposure in the local area, but because we have a franchise plan set up we are able to possibly recruit people from other cities as well,” Peebles said.

Oink-A-Doodle-Moo conservatively estimates it will sell in excess of 200 pounds of meat, and go through a dozen or more gallons of sauce.