Analysis

America SCORES Airs 1st National Commercial During FIFA Women’s World Cup 2019

The FIFA Women’s World Cup 2019 is currently underway in France and the US Women have started off the tournament with two wins. One of USA National Soccer Team‘s key sponsors is Volkswagen, which has donated its own advertising time during the tournament to America SCORES, a national youth soccer nonprofit organization.

 

America SCORES partners with public schools in low-income areas to provide after school programs to elementary and middle schoolers. The organization aims to build team players, inspire self-expression and create community changers. They accomplish this by having the participating students play in soccer leagues, write their own poems and compete in competitive poetry slams, and be actively involved in service projects in their communities.

America SCORES serves more than 13,000 students enrolled in 311 schools in 12 cities which include Boston, Chicago, Cleveland, Los Angeles, Milwaukee, New York City, Portland, St. Louis, San Francisco, Seattle, Vancouver and Washington, D.C. Of those 13,000 students roughly 85% or approximately 11,000 live at or below the poverty level.

 

“As Soccer grows rapidly in popularity in the United States, we can’t leave behind those who otherwise have little access to the ‘beautiful game’. We appreciate Volkswagen for its generosity in supporting America SCORES, and helping us provide what is often the only after school program available to underserved young people.” – Bethany Henderson, President of America SCORES National Network and CEO of DC SCORES

 

As a part of its “Drive Bigger” campaign, Volkswagen has teamed up with America SCORES to run a 30 second spot that will air throughout the FIFA Women’s World Cup. The collaborative advertisement is AMERICA SCORES’ first ever national commercial and features an original poem by Charity Blackwell, an award-winning spoken word-artist and the Director of Creative Arts at America SCORES. It aired for the first time June 19, 2019 and will also be featured during the USA vs Sweden game at 3pm on June 20, 2019.

 

“We’ve known of the good work America SCORES does for some time. They have a fantastic story to tell, and by producing this ad, Volkswagen hopes to demonstrate how all of us can drive something bigger than ourselves in our own communities.” – Jim Zabel, Vice President of Marketing for Volkswagen of America

 

On May 22, 2019, Qatar-America Institute, partnered with DC SCORES, Washington D.C.’s affiliate of America SCORES, and America’s Islamic Heritage Museum, to host an Interfaith Poetry Night and Iftar. This event had over 100 guests that ranged from students, artists, law enforcement and more. The iftar (breaking the fast) was preceded by original poetry from students that are currently enrolled in DC SCORES.