Tysons Community Alliance—Copa Tysons

Situation / Challenge

In spring 2024 working for the Tysons Community Alliance, BWF helped develop and execute Copa Tysons, a new community initiative designed to elevate Tysons as an international soccer designation. From June 14 through July 14, soccer fans were encouraged to watch Copa América and Euro Cup soccer matches at local restaurants and bars throughout the community. Then 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.

Strategic Approach

For the official campaign launch, BWF coordinated a special appearance by inviting US Men’s National Team goalkeepers Matt Turner and Ethan Horvath (the team was playing an international friendly match against Colombia locally on June 8 and staying in a hotel in Tysons), to join 125 soccer supporters at a kick-off event held at Bowlero bowling center.

A dozen Tysons restaurants / bars were recruited to become partners where they offered food and drink specials and showed matches from the Copa America and Euro Cup tournaments on TVs throughout the one-month campaign.

The BWF 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 spring in conjunction with major soccer events. Despite sweltering heat, the festival drew 1,200 attendees. We 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.