Case Study: Tournament Magic

The Challenge

Prep club sports, such as volleyball, softball and soccer, have all seen an explosion in participation in the last 20 years and parents are spending a record amount for their children to be able to play. Uniforms and equipment are just the tip of the iceberg – travel to tournament sites, accommodations, food and other expenses are all a part of it before players even step on the court.

Tournament Magic, a youth sports event agency that organizes the four largest girls volleyball tournaments in the country, faced a number of hurdles due to lack of an overall, consistent communication strategy. For starters, they weren’t getting any credit for the magnitude of their tournaments, the buying power of the attendees or the economic impact made by each event to the host city. While Tournament Magic’s events attracted one of the most difficult demographics to reach, 10-18 year old girls from affluent and well-educated families, they still had minimal sponsorship interest due to lack of awareness.

In addition, there was no consistent communication by Tournament Magic to the coaches, players or families necessary to keep them engaged with Tournament Magic and grow future participation in their events.

The Solution

To help make our case, Press went on a fact-finding mission. We teamed with the convention and visitors bureaus in each market to attain the stats to prove the economic impact and used those impressive numbers to pitch all our media.

To help with communication to Tournament Magic’s participants, Press turned to social media. We created e-newsletters, Facebook profiles and twitter handles for each event to provide consistent messaging and a constant contact with our players, coaches and parents.

The Results

Working with Tournament Magic since their early days, Press has consistently secured coverage on all three major TV networks, ESPN High School as well as print articles in local and regional publications such as the Sports Business Journal, Atlanta Business Chronicle, Event Marketer Magazine, Denver Post, Tampa Tribune and the Denver Business Journal.

Press also assisted with sponsorship presentation materials that helped land major sponsors including the Hard Rock Café, Honu, Vitaminwater, ESPN HS and Dermalogica.

Our social media strategy yielded big numbers as well. Our E-newsletter subscription has increased by more than 14,000 people and social media channels showed an increased of 70% for all the tournaments.