Tysons Community Alliance: Copa Tysons

Situation/Challenge

In 2024, Sage partnered with the Tysons Community Alliance (TCA) to develop and execute Copa Tysons, a new community initiative designed to elevate Tysons, Virginia as an international soccer designation. TCA is an independent, non-profit community improvement organization committed to the ongoing transformation of Tysons into a vibrant, inclusive, globally attractive urban center.

Sage conducted a PR campaign that included a press release to local media, email marketing and grassroots outreach. From June 14 through July 14 2024, soccer fans were encouraged to watch Copa America and Euro Cup soccer matches at local restaurants and bars throughout the community. On Sunday, July 18, fans were invited to attend a family-friendly, outdoor soccer festival at Tysons Corner Plaza featuring games, activities, promotional giveaways, music and the Euro Cup finals watch party on giant TV screen.

Approach

For the official campaign launch, Sage coordinated a special appearance by inviting U.S. Men’s National Team goalkeepers Matt Turner and Ethan Horvath to join 125 soccer supporters at a kick-off event held at Bowlero bowling center.

A dozen Tysons restaurants / bars were recruited to become event partners, offering food and drink specials and showing matches from the Copa America and Euro Cup tournaments on TVs throughout the month-long campaign.

The Sage team organized and operated a free soccer festival featuring inflatable soccer games, a freestyle soccer performer, register-to-win prizes and giveaways at booths from DC United, Washington Spirit, Loudoun United and a local charity. A DJ played music while local TV personality Tommy McFly served as host. Fans gathered on the turf grass to watch Spain defeat England in the finals of the Euro Cup on a giant TV screen.

Results

Copa Tysons was a major success as it established a new tradition with organizers planning to stage a similar soccer-related campaign every year in conjunction with major soccer events. Despite sweltering heat, the festival drew 1,200 attendees. Sage also secured media coverage by Fox5 TV, WTOP radio, DC News TV, FFXNow, the Washington Post, Patch and District Press with partner support from ESPN 630 radio, Mr. Wash Car Wash, Tysons Corner Center, DC United, Washington Spirit, Loudoun United, and Horizon Day Camp.