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Carvel, Kraft Join Youth
Soccer Tour
Richard Tedesco
PROMO Magazine
July
28, 2008
The 3v3 “Kick It’ youth soccer tour is going strong
after nearly 20 years, with Carvel, Kraft and Nestlé
providing assists as this year’s sponsors.
It’s the first year for Carvel, which is sampling its
ice cream products, and Kraft, sampling its Easy Mac
microwave macaroni and cheese cups. Nestlé is in its
second season of the tour, distributing its Juicy Juice
beverage boxes.
The 3v3 soccer tour, developed by U.S. Youth Soccer as a
format for 5-to-9-year-olds in 1990, will stage 60
events around the country involving an estimated 80,000
players and 400,000 spectators this year. Teams of eight
to 10 players break into five-man squads for each game.
“It’s a good training tool because kids get a lot of
touches on the ball,” said Dan Cramer, executive vice
president of Best Experiential Properties, which
organizes the annual tour.
The two-day local tourneys also offer a good opportunity
for sponsors to touch both the kids playing and the
adults watching the action, according to Cramer.
Carvel has two or three freezers full of ice cream at
each event, and typically gives out 1,500 samples per
day. Along with sampling, Kraft distributes coupons and
sponsors an interactive soccer activity during the
event, with kids competing for prizes.
Verizon Wireless and Croc’s are also supporting the tour
in some markets.
“You get a real wide demographic spectrum because it’s
soccer,” Cramer said. “It mirrors the market you’re in.”
Nine teams that win regional events advance to a finals
face-off at Disney World in January.
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