Little Rock's Stone Ward Scores With U.S. Soccer Success

by Lee Hogan  on Wednesday, Jun. 18, 2014 10:51 am  

The folks at Stone Ward will also have a little work to do for the women's team this week as the national team faces France on Thursday in Tampa, Florida in the last of two friendlies in five days. The matches lead up to the qualifying stage of the CONCACAF Women's World Cup in October. Still, the main item Stone Ward is working on right now for the women's team, Floyd says, is vacation packages to the Women's World Cup next year in Canada.

'We Wanted It The Worst'

Stone Ward has worked with the U.S. Soccer Federation since 2006. The agency first found out the account was available through a mutual relationship between U.S. Soccer and Stone Ward's Chicago office, which opened in September 2005.

From there, Stone Ward competed against multiple agencies to become one of the federation's partner agencies. 

"I'm convinced we got the business because we wanted it the worst," Floyd said. "We've got some diehard fans here. That had to be communicated, that's the only answer I can give for it."

Stone Ward said it was unable to discuss terms of its contract with the U.S. Soccer Federation. But according to the Floyd, the relationship, which started with marketing support for domestic ticket sales, "has absolutely exploded."

Now, Floyd describes Stone Ward's position as "strategic and design support" for the federation.

The client relationship aspect of the account is managed out of the Chicago office, which is also where the U.S. Soccer headquarters is located. But design work is completed by Stone Ward employees at both the Little Rock and Chicago offices.

Floyd says there is no two days alike working on the account, but it's one he wants Stone Ward to continue to represent far into the future.

One Nation, One Team

From the beginning, Floyd said it was important to create a slogan for the World Cup that spoke with a cohesive voice.

"Our role for U.S. Soccer is to make sure their branding always stays patriotic and positive," he said. 



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