Background:

  • NSCAA is the largest annual soccer coaches convention in America with thousands of coaches and industry professionals in attendance.
  • FC Schalke 04 is a top professional soccer team based in Germany. They are also famous for their renowned Youth Academy, which consistently produces world-class players across Europe.
  • While FC Schalke is one of the most popular clubs in Europe, they are not highly recognized in America compared to other power clubs.

Solution:

  • Capitalize on the NSCAA show in Jan. 2017 to introduce influential US soccer media to Schalke
  • Bring Bodo Menze, the architect of Schalke’s famous Youth Academy, to the convention to meet one-on-one with top media.
  • Also invite coaches to experience Bodo’s special training demonstration and attend his seminar on the Schalke’s Youth Academy, called “Knappenschmiede.”

Results:

  • Arranged interviews with top media: Soccer America, SiriusXM FC, Goal Nation, Stars & Stripes, Top Drawer Soccer and Performance Conditioning Soccer. All articles were extremely positive.
  • Hundreds of coaches attended Schalke’s training demo and seminar on youth training.
  • Positive first step introduction of Schalke to this highly influential American soccer community.