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TOUCHLINE E-Newsletter of Virginia Youth Soccer Association 

November 2018 Issue

ODP State Selection Process NEW #THEStateCup and #VAPresCup Highlights, Around the Association and Director' s Cut


Proud Sponsor of Virginia Youth Soccer Association


Table of Contents 4

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Director's Cut

Feature Story

The Importance of Brand by VYSA Executive Director Phil Summers

ODP State Selections - Identifying the State's Elite by VYSA Technical Director Gordon Miller

12 Around the Association Happenings from November and the December Event Calendar

CONGRATULATIONS! TO ALL STATE FINALISTS AND CHAMPIONS WHO COMPETED IN THE VIRGINIA STATE CUP AND PRESIDENTS CUP! SEE RESULTS ON PAGE 12!

CONNECT WITH US!

@vayouthsoccer

Virginia Youth Soccer Association

Want your event or story highlighted in the VYSA Touchline? Contact Dana Rodriguez VYSA Manager of Marketing E-mail: dana@vysa.com Phone: (540) 693-1430 x 211

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Director's Cut Sponsorship and Marketing Trends By Phil Summers - Executive Director of VYSA

The Importance of Brand Brand is “The intangible sum of a product’s attributes: its name, packaging, and price, its history, its reputation, and the way it’s advertised.” David Ogilvy, Author of On Advertising. Your club’s brand represents a set of values, a consumer view which relates to your values such as success, reputation, status and positioning against competitors. Your brand has the effect of inspiring feelings or interest, desirability, trust and loyalty. Consistency in Color and Fonts Across All Assets Clubs that use consistent color or color combinations that tie to every potential branding asset are more recognizable and perceived as successful and strong. For example, international soccer fans easily recognize orange as the color of The Netherlands national team, just as American college football fans recognize that same color as being part of the University of Tennessee’s brand. Youth clubs that constantly change uniform color schemes and other brand assets do a disservice to their overall brand development and recognition. The same should be applied regarding fonts and font sizing. Choose fonts that help your brand stand out and then utilize that font across every communication asset.

Visuals in Club Branding All youth clubs employ a badge/patch/logo that represents their brand across club assets (uniforms, digital, social media, other communications) and this element of a youth club's brand development should not be taken lightly. The badge/logo should convey the essence of your brand so that the consumer understands your affiliations, strengths and status. For example, the “NY” in the NY Yankees logo conveys that club's tie to New York City and is an example of a simple but strong visual branding element. Your branding elements do not need to be forever static but should contain elements of prior executions that keep your brand equity intact. The example above shows how Manchester United has evolved its visual elements over the years.

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Director's Cut Taglines/Brand Messaging Developing a tagline that accompanies all branding assets can help to strengthen a brand's recognition with consumers. Think Nike’s “Just do it” or Under Armor’s “Protect this House”. VYSA has just completed a brand refresh that employs the tagline “Victory Beyond the Game” which messages our organization's mission to provide value beyond just the game itself.

Brand Values

Quality Spirited inclusive

Consider Partnerships with Strong Brands When clubs are working to build their brand, it often makes sense to affiliate with another likeminded but stronger brand to help elevate your own. For example, United Way’s affiliation with the NFL helped to build their brand. GoPro and Red Bull teamed up in a branding partnership that helped GoPro build its brand equity. Many youth clubs try to use their affiliation with an apparel supplier (i.e., Nike, Adidas, Puma) to lift their brand. While on the surface this appears to be a branding partnership, in reality it is not because the manufacturer is not reciprocating by promoting the clubs’ brand across its media assets. Look for a partnership that is out of the box to help strengthen your club's brand equity. In short, brand is caring about every aspect of your club. It includes vision and mission but also your people, your players, and every interaction ever made between a consumer and your organization

Phil Summers is the Executive Director of VYSA and an Adjunct Lecturer in the College of Business at the University of Mary Washington where he teaches courses in Sports Management and Advertising. Prior to VYSA, Phil held senior marketing positions at the National Football League, Sirius Satellite Radio and MSG Varsity.

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Join us in honoring our 2018 VYSA Award Winners and VirginiaDC Soccer Hall of Fame Inductees! For event and ticket information email Dana@vysa.com

February 2nd, 2019 at University of Mary Washington Jepson Executive Alumni Center


ODP State Selections By Gordon Miller - Technical Director of VYSA

The Process of Identifying the State's Elite Trying to figure out which players will make it and which players won’t is not easy. Lots of “experts” in a wide variety of sports consistently get it wrong. The media reminds us that the athletic landscape is littered with #1 draft picks that didn’t pan out. A battery of people in every sport is employed to measure such things as how high, how many, how long and how much, but very few have come up with effective tests that measure heart, character and the will to succeed. Young players must be given lots of time, encouragement, and patience in order to develop. Programming needs to be in place to allow for late bloomers to emerge. One thing is for sure -- player identification is not an exact science. If you know what you are looking for, if you have a plan on how to train it, and you combine it with coaches who have talent and are encouraging, the ingredients are in place to significantly raise the odds.

ODP Talent Identification: Soccer Intelligence Character Technique Speed

In VYSA’s ODP program, we look at four main ingredients when identifying talent: 1) Soccer Intelligence-What decisions does the player make with the ball? What decisions does the player make without the ball? What type of runs does he make when his team is in possession and he personally doesn’t have the ball? What positions does he take up defensively? Can he read the play? 2) Character-Does the player love the game? Does she play all the time or only train when training is called? Does she play at home, in the basement, in the backyard? Is there a passion for the game itself or is it just seen as a means to an end? Note: There are a huge number of players that stop simply playing when they don’t receive a scholarship. >>

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3) Technique-In particular, the player’s first touch and passing ability are critical to success. The further you progress, if you can’t control the ball, you simply won’t make it. Your second touch will be a tackle and you will be constantly fighting the ball. In today’s game, players will find it difficult being one foot only. They must be able to pass the ball effectively, over short and long distances, in tight spaces, and be able to do it with both feet. 4) Speed-The higher up players go, the faster the game gets. They must be able to think faster, play faster, and move faster. Therefore, players must possess some element of speed to their game if they are to succeed and progress: Tactical-can they understand small group nuances, process information, and recognize cues? Technical-can they settle the ball fast and get the pass/shot off before being shut down? Pure-the ability to run fast, explode over a short distance, turn on a dime, etc. Once players are identified they then must be trained properly. If soccer intelligence is our number #1 characteristic, then it only makes sense that we aim our training at enhancing that skill. Therefore, our state ODP practice sessions take on the format of Play-Practice-Play. When the players first arrive at training, instead of standing in lines and performing drills, they immediately start to play.

The players then go into their middle phase of Practice. Here, they are taught the topic of the day that fits into the curriculum (offensive, defensive or transitional) for that particular age group. After that period, the players are put into 8v8 or 9v9 teams and that topic will be emphasized and reinforced into the larger game format in the last 30 minutes. We look first for staff coaches. Do they have integrity, communication skills, humility and a sense of humor? And then we look at their coaching license. We are trying to produce good citizens as well as better soccer players. It’s imperative that the coach be of a higher standard (Note: All coaches are required to have at least a C License and pass sexual abuse and risk management training). Possibly the best aspect about our state’s ODP program is the fact that the players must step outside their comfort zones. They play and compete with players from different clubs. They get exposed to other high-level coaches, who may present them with a different way of doing things. They travel (intra state and internationally) with new teammates, stay in hotels (sans parents), and all under the guise of continually being evaluated. It’s not easy, nor is it for everyone, but if the players are fortunate enough to go on to a higher level, then the adversity and the planning that they were exposed to at a younger age will only help them.

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REGISTER TODAY!Â

Each registered player will recieve a FREE Official Member Bag Tag! Register at www.virginiafutsal.com REGISTER YOUR CLUB OR TEAM FOR VIRGINIA'S ONLY US FUTSAL REGIONAL AND NATIONAL QUALIFYING EVENT AT WWW.VIRGINIAFUTSAL.COM! VIRGINIA FUTSAL STATE CHAMPIONSHIPS WILL BE HELD JANUARY 26-27 IN MANASSAS, VIRGINIA

Registration opens in January! Date: August 19-23, 2019 & November 4-8, 2019 *must attend both sessions for certification Location: Fredericksburg, Virginia Contact: jackie@vysa.com


Around the Association VYSA crowns the Virginia National Championship Series: #THEStateCup State Champions and Finalists! AGE GROUP

STATE FINALIST

STATE CHAMPION

15U BOYS

LMVSC 15U RED

VIRGINIA LEGACY CCL ELITE

15U GIRLS

FREDERICKSBURG FC 15U

SOCA 04 ELITE

16U BOYS

FC RICHMOND MAGIC

ARLINGTON 03 RED

16U GIRLS

ARLINGTON 03 RED

SOCA 03 ELITE

17U BOYS

ARLINGTON 02 RED

LOUDOUN 02 RED

17U GIRLS

HERNDON THUNDER BLACK

BEACH 02 RED

18U BOYS

ARLINGTON 01 RED

MCLEAN 01 GREEN

18U GIRLS

VIRGINIA LEGACY CCL ELITE

BAC TRAVEL BLITZ

19U BOYS

VBR STAR 01 BLUE

MCLEAN 01 ECNL

19U GIRLS

LOUDOUN 00 RED

BEACH 01/00 RED

VYSA crowns the Virginia Presidents Cup: #VAPresCup  State Champions and Finalists! AGE GROUP

STATE FINALIST

STATE CHAMPION

12U BOYS

BEACH FC 07 BLACK

BAC TRAVEL UNITED

12U GIRLS

BEACH FC 07 BLACK

WINCHESTER UNITED 07 ORANGE

13U BOYS

FCSC UNITED BLACK

ARLINGTON 06 WHITE

13U GIRLS

ARLINGTON 06 WHITE

BEACH FC 06 BLACK

14U BOYS

FCSC UNITED 05 BLACK

LOUDOUN 05 BLACK

14U GIRLS

ARLINGTON 05 WHITE

BAC TRAVEL STRIKERS

15U BOYS

MCLEAN 04 GREEN

ARLINGTON 04 WHITE

15U GIRLS

BEACH FC O4 BLACK

ARLINGTON 04 WHITE

16U BOYS

ARLINGTON 03 WHITE

TEAM AMERICA BATA

16U GIRLS

ARLINGTON 03 WHITE

BEACH FC 03 BLACK

17U BOYS

MCLEAN 02 GREEN

ARLINGTON 02 WHITE

18U BOYS

FPYC EAGLES BLUE

PWSI COURAGE 01 RED

18U GIRLS

RICHMOND STRIKERS ELITE BLACK

OLD DOMINION SC RIPTIDE

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HAPPY HOLIDAYS!

December 1-2 Atlantic Cup -Hosted by Virginia Soccer Club (North)

: FROM

December 1-2 Trident Cup - Hosted by Virginia Beach City FC

VYSA's State Office will be closed December 22nd until January 2nd 2019!

D e c e m b e r

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C a l e n d a r

Around the Association

NOTE: THERE WILL BE NO DECEMBER TOUCHLINE ISSUE, SEE YOU IN JANUARY! 13


November 2018 Touchline  
November 2018 Touchline