GREENVILLE, S.C. (Aug. 2, 2002) — Nearly three years into a marketing campaign designed to tap into America's booming population of soccer families, Uniroyal Tire has seen the program drive more than 150,000 soccer families into participating dealer locations.
The Uniroyal soccer initiative has driven an average of 250 families per season to each participating dealer location—a total of 150,000 families over four seasons—the company said. Dealers estimate about 75 percent of the families are first-time visitors.
“With the input of our dealers, we developed a grassroots youth soccer program designed to drive new families to their stores, enhance their image in the community and ultimately increase sales,” said Uniroyal Tire Brand Manager Tim Jamison. “The program has delivered on all counts.”
Many dealers who participated last spring said in a survey the program had an immediate impact on their customer base and Uniroyal tire sales.
“Because the program is achieving tangible results, more than 800 dealer stores are now participating – up from 200 in the first season,” Jamison noted.
The program provides equipment and financial donations to local youth soccer leagues. More than 600 youth soccer leagues have received equipment and financial donations (more than $2.5 million) generated by fund-raising promotions held by Uniroyal and its dealers.
Uniroyal also has teamed up with U.S. Youth Soccer to sponsor TOPSoccer, the association's outreach program that helps children with disabilities play the game.
Julie Foudy, captain of the U.S. women's national team, has been retained by the company for three years to serve as spokesperson for its soccer initiative.