PAGE 30

August 2006

Who Are We, Anyway?

act as another `team', a group of fans

(continued from previous page)

News

with a vested interest in positively sup-

porting THEM, the team on the field.

ents with little to do on the sidelines will

Would that be the boundary of how

awake to the new challenge of assigning

they, the parents/adults, act...nope?

an appropriate identity for this new

There's a dark side to how they can

"THEY" -- this new team.

FROM

behave. All too frequently, they skip

Are THEY world beaters? Get real,

over molding THEIR team's identity

they can barely keep their shoes tied, or

(finding out how that's not healthy from

remember to bring a full water bottle to

first or second hand experience) in favor

practice, and they lost their ball a week

US Youth Soccer

of assigning various identities to this or

ago, for the fourth time.

that team that THEY play or might play.

Are THEY winners? Maybe yes,

All too often, they assign identities that

maybe no... I don't want them to be los-

aren't deserved, perhaps based upon

ers... Better come up with a positive plan

some parent's own life struggles, per-

to deal with driving home after the ups

Fox Soccer Channel Join Forces to Promote Soccer

haps just good old trash talk. They (the

and downs of play.

In May Fox Soccer Channel and US Youth Soccer Association entered into

parents) have lost sight of how these

Who are THEY anyway? Just as a

a sweeping partnership to create programming, marketing, and grassroots

other teams are made up of collectives of

decade or more ago when "they" were

community initiatives to provide America's rapidly growing youth soccer

other kids and parents, who are going

some rug rat crawling around the family

community with unprecedented access to their sport.

through a similar team identity thing.

room, THEY, your new team, is likely to

To launch it's partnership as the official television partner of the Association,

What goes around comes around. Many

have an elusive ever changing identity.

Fox Soccer Channel kicked off The US Youth Soccer Show, a monthly half-hour

times kids on other teams eventually find

THEY will be constantly evolving for the

US Youth Soccer magazine program this past spring.

out about the negative identities other

next few months through this and that

In August the network will also televise the 2006 US Youth Soccer National

team's parents have assigned to them ­

phase of practice skills and game experi-

Championships. Additionally, Fox Soccer Channel will soon launch a series of

some kids. While positive identities typi-

ences. While the coach and parents sure-

cally result in positive competitive inter-

co-branded minute-long interstitials with coaching and parenting tips, as well as

ly have some role in who THEY are to

actions, negatives can result in responses

US Youth Soccer public service announcements specially created for Youth

become, THEY individually and collec-

that fall all over the map of good and bad

tively will ultimately determine who

Soccer Month each September.

behavior, depending in large upon the

THEY are.

For more information, visit usyouthsoccer.org or foxsoccer.com

maturity THEY (the team, the kids) have

While it's easy for parents to meddle

developed.

in THEIR evolution and identity, parents

Burger King Named Official Quick Service Restaurant

So who are we anyway? Uh, we are

must also be very careful how this is

In June the US Youth Soccer Association announced its partnership with

supposed to be the adults, role models

done. All too often, parent meddling is

Burger King Corporation (BKC). This marks the first time that the nation's largest

for the kids, the source of nurturing

akin to too many cooks spoiling the

youth sports organization, with over three million registered players ages five to

advice and consult. Take care, have a

broth. Some learn this sooner, some later

19, has partnered with BKC

good season, have some fun, watch the

than others. Some never pick it up. Most

"BURGER KING® is thrilled to be affiliated with such a well-established

kids grow, watch them play, watch them

healthy teams have parents who've

organization that has succeeded in keeping children active, energized and

mature, pick them up when they are

learned to keep a hands off approach to

excited about soccer for over 30 years," said Martha Tomas Flynn, senior director

down, keep their energy properly man-

THEIR team's identity and instead work

of national promotions and sponsorships, BKC. "Together with US Youth Soccer,

aged when they hit a high, most of all --

to be positive around their own child's

we hope to continue making a difference in assisting America's youth accomplish

be adult about it... This is about THEM,

interaction with the coach, team, and

not us. s

these goals."

teammates. They (the parents) start to

"We're very excited about Burger King joining the US Youth Soccer family

and their dedication to the game for all kids," said David Messersmith, President

of US Youth Soccer. "Burger King will be a great partner and supporter of our

organization working together to remind kids and families to keep fun and fitness

in their daily activities."

For more information visit www.usyouthsoccer.org or www.BK.com s

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