November 17, 2010 | Volume 9, Issue 13

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Presented by

2011 NSF SAMMY AWARD

"...a good idea doesn't care where it comes from..."

CONTACT

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Nick Gilbert
Assistant Coordinator
The National Sports Forum
Phone: (619) 469-4101 ext. 203
E-mail: [email protected]
Web: www.sports-forum.com/sammy

ORGANIZATION

The National Sports Forum

PROGRAM TITLE

The NSF SAMMY Award

OBJECTIVES

To showcase the single best idea, program or event that had organizations, companies and teams asking themselves why they didn't do it earlier.

The Seattle Sounders FC and the Wexley School for Girls
win the third annual SAMMY Award.

2010 WINNER

NOTE: For more information about the 2011 NSF SAMMY Award, please scroll down towards the bottom of the page.

The winning submission was the "Scarf Seattle" campaign created by the Seattle Sounders FC and the Wexley School for Girls. As an expansion team, the Seattle Sounders FC faced the difficult task of generating enough buzz and excitement to successfully build a fan base and define a fan experience for a brand new team.

To get the word out, the team hung thousands of Sounders FC scarves throughout neighborhoods across Seattle for people to take. Each scarf included a bag with instructions to scarf something, take a picture of it, and then upload it to the Sounders FC website. The Sounders FC were able to transform a simple piece of merchandise into an idea and into something that fans could use to show their enthusiasm for the team.

In their inaugural season the Sounders FC sold 22,000 season tickets, sold out every home game and sold over $3 million in merchandise, including more than 30,000 scarves. The "Scarf Seattle" campaign was a major success enabling the Sounders FC to form an immense fan-base that is respected and envied by all of Major League Soccer.

To view the Seattle Sounders FC's full 2010 SAMMY Award submission, click the following link: http://sports-forum.com/sammy/2010winner/.

HERE'S HOW IT WORKS

It's simple - all we need you to do is answer three questions:

1. What was your OBJECTIVE? (What were you looking to do?)

2. What ACTION did you take to accomplish that objective?

3. What was the RESULT of that action? (In other words ... what happened?)

After we receive your SAMMY submission and entry fee, a SAMMY jury consisting of sports industry professionals from the pro and collegiate teams here in San Diego will have the difficult task of reviewing all the submissions and narrowing them down to the six best ideas.

Once the six best ideas have been identified, we'll contact the "owners" of each of the six finalists and give them one month to prepare a ten-minute presentation for a special Super SAMMY finalists Breakout  session at the 2011 National Sports Forum on Tuesday, February 1, 2011! Take us through your company's program or idea... what did you set out to do... and what was the recipe for success.

Product and service providers - don't use the ten minutes as an infomercial to pitch your product... instead, tell us from the team's perspective, what was their objective and how you helped them meet their goals... or better yet have someone from the team present with you.

NEW BENEFITS FOR 2011 WINNER

PRICING

The cost for one campaign submission for the 2011 NSF SAMMY Award is $139.

For complete submission instructions, or if you would like additional
information on the 2011 NSF SAMMY Award, please visit:
www.sports-forum.com/sammy/

Submission Deadline: November 30, 2010

ABOUT THE NATIONAL SPORTS FORUM

THE NSF SALUTES OUR
PARTNER

For over 15 years, The National Sports Forum has been the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2011 NSF Conference and Trade Show will be held on January 31- February 2, 2011 in Louisville, KY. Additionally, NSF attendees and vendors rely on the NSF Alumni Association as their key resource for up-to-date and accurate information about what's going on in the sports industry. Visit www.sports-forum.com or contact The National Sports Forum at (619) 469-4101.

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