Case Study: USA Football

Situation

The USA Football National Signing Day Breakfast was the marquee event during a week of festivities surrounding the Team USA versus the World Team football exhibition spearheaded by the Austin Sports Commission, a division of the Austin Convention and Visitors Bureau. The morning of February 2, 2011, 45 players, their families, other guests and numerous members of the local and national media gathered to sign their letters of intent and formally announce where they would attend college in the fall.

With player participation spanning 4 continents, this particular event drove revenue to Austin hotels (players, fans, families and media), restaurants and other local businesses as well as providing international media exposure for the city. The second annual USA Football National Signing Day Breakfast was a huge success with standing room only and will be produced at a larger venue in 2012.

Strategy & Execution

Create an affordable and welcoming event to attract player families and friends through an
affordable ticket price point and travel packages.

Give each player their moment in the spotlight to create a "must see" experience through player-
specific highlight reels, well-known emcees and a large gathering of media.

Gain exposure for USA Football and the City of Austin through media coverage secured by
offering access to players with exclusive announcements, operational support and key photo
opportunities available only at this event.

Reinforce the brand through overall event look and feel particularly in highly exposed areas such as
the stage and media backdrops, player uniforms and signage.