Here’s a new sports partnership: King's Hawaiian® announced the Be the Game Day Hero campaign with professional soccer's Alex Morgan. The campaign aims to celebrate what it calls “the real MVPs of game day: parents and caretakers.” Indeed, there is a lot that goes on off the field with pre-game snack fuel and so much more.
"Alex Morgan is the perfect partner to help us honor the true MVPs of game day with our new Be the Game Day Hero campaign," said Holger Kraetschmer, Chief Marketing Officer at King's Hawaiian. "Youth soccer is an amazing way that kids and their families make lasting memories, and King's Hawaiian has the power to take moments of togetherness like this to the next level. We're glad to recognize these hard working parents and guardians, and we're thankful that so many rely on King's Hawaiian to help fuel and celebrate with their young athletes."
The campaign includes in-store signage, opportunities to score gift cards for parents and coaches to stock up on essentials, a sweepstakes hosted by King’s Hawaiian, and a virtual meet-and-greet between a winning youth soccer team and Alex Morgan herself.
Additionally, the Be the Game Day Hero campaign features a collaboration with American Youth Soccer Organization (AYSO), which will include King's Hawaiian advertising at the organization's events, and in AYSO email blasts, a release explained.
"My daughter and I are huge fans of King's Hawaiian, so I'm thrilled to partner with the brand on a campaign celebrating the real game day heroes," said Alex Morgan, Professional Soccer Player. "I know firsthand what a difference the sacrifices and support of parents and volunteer coaches can make, and this campaign is all about thanking these dedicated individuals who help fuel the future of soccer."
Beyond this partnership, King's Hawaiian is also working with soccer marketing, media, and experiences agency For Soccer. It is sponsoring their owned-and-operated properties Alianza de Futbol and Black Star, which provide opportunities for Hispanic and Black players of all ages and backgrounds.
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