SOCCER.COM and US Soccer Foundation – Why I Play

AC&M Group and SOCCER.COM teamed up with the U.S. Soccer Foundation to create the #WhyIPlay campaign.

Since 2008, AC&M Group has supported SOCCER.COM, the largest soccer retailer in the world, in a variety of marketing campaigns ranging from community management to media buys. One of our latest efforts was to team up with them as they joined the U.S. Soccer Foundation in creating the #WhyIPlay campaign.

Campaign Overview

We all have memories of playing soccer; from that game-winning goal you scored as a kid, to playing pick-up with friends. In order to help players relive some of their favorite soccer memories, AC&M Group teamed up with the U.S. Soccer Foundation and SOCCER.COM to create the #WhyIPlay campaign. This campaign encouraged participants to share a picture and brief description of one of their fondest soccer memories. Participants were also encouraged to share this memory on Twitter and Facebook using the hashtag #WhyIPlay.

For every entry, SOCCER.COM would donate $1 to youth programming. Three entrants would also be selected to win exclusive prizes from SOCCER.COM.

About the Clients

The U.S. Soccer Foundation is committed to helping young people in underserved communities across the country. Their programs help children embrace an active and healthy lifestyle while nurturing their personal growth through trained coach-mentors. The U.S. Soccer Foundation’s programs are the national model for sports-based youth development.

Founded by soccer players for soccer players, SOCCER.COM is the largest soccer specialty retailer in the world outfitting players and fans since 1984.

Twitter #WhyIPlay Results


Number of tweets

427 K


1.8 M

Impressions generated

Instagram #WhyIPlay Results


Number of posts

5.6 M


5.9 M

Impressions generated

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