As 2024 winds down, we’re reflecting on some of our favorite brand activations from the year. We recently wrapped the 2024 season of the Chevron Soccer Academy, which Chevron started in 2018 to create accessible soccer opportunities for Hispanic youth in select U.S. markets.
From Bakersfield to Austin and Salinas to Los Angeles, we worked with Chevron to provide the proper resources, knowledge, and support system for players to learn and grow through free clinics for boys and girls aged 9-15 and free tryouts for boys and girls aged 15-17.
HOW OUR TEAM HELPED
For the fourth consecutive year, Chevron partnered with the For Soccer property, Alianza de Futbol, to produce high-level soccer programming and gain instant credibility within the Hispanic community to better serve the audience. In total, nearly 1,400 participants joined us across our Bakersfield, Salinas, Austin, and Los Angeles events.
For each CSA event, we provided a blend of on-field and off-field expertise, ensuring a well-rounded experience for participants and their families:
- On-Field Elements: The primary focus is on soccer programming, which includes a mix of skill-building drills, competitions, and organized play. Our Soccer Competitions staff identified local coaches, designed the curriculum to guide players through activities that enhance their technical abilities and game understanding, and ensured a number of scouts attended each event
- Off-Field Elements: To amplify the reach and impact of these events, we support Chevron with comprehensive marketing and social media campaigns. These efforts help to spread the word about the free events
GOALS OF THE CHEVRON SOCCER ACADEMY
Whether participants came from our existing Alianza network of thousands of players, or they came via partnerships with local schools or youth clubs, they were treated to a great opportunity to deepen their love of soccer.
Clinics provide unique STEM educational experience
The clinic provided a unique training experience where players rotated through a series of stations with coaches running drills focused on different skill sets. Drills included finishing, ball skills, agility and fitness, and the Chevron STEM Zone—designed to inspire science, technology, engineering and math learning through the science of soccer.
The STEM Zone added an extra layer of learning, with three interactive stations—Strike with Energy, Find Your Potential, and Quick Twitch—teaching participants about the science behind their kicks, sprints, and agility. Players even had the chance to compare their stats with those of Chevron’s local MLS team partners, making STEM learning engaging and fun.
Tryouts let talent shine in front of college, pro scouts
The tryout portion of the Chevron events were structured as mini Sueño Alianza showcases, giving players a chance to showcase their talents in front of coaches from local colleges and professional team academies.
Chevron Soccer Academy partnered with local MLS teams like LAFC, Austin FC, and the San Jose Earthquakes to align with Chevron’s broader community commitments and investments. Additionally, thanks to the reach of the Alianza de Futbol scouting network, other scouts in attendance for the tryouts included Pachuca, Club AmĂ©rica, Atlas, LA Galaxy, San Diego FC, U.S. Soccer, and more.
During each tryout, players go through various drills and scrimmages before a select few are chosen to participate in the Final Showcase. Scouts make their selections from this pool of players and a scarf ceremony is hosted at the end to celebrate the players who have been selected. Over the course of all four events Chevron Soccer Academy events in 2024, a total of 33 different players were identified as being elite performers that could immediately or in the near future add value to their organization.
It’s really valuable for these communities to have free access to the sport in a way we think is important for both player and human development. Chevron’s partnerships with Alianza de Futbol and other local partners provide community touch points, authenticity, and credibility to connect with the community as we all strive to make soccer a place for everyone.
The Chevron Soccer Academy continues to empower young athletes and foster a love for soccer and science, ensuring that the next generation has the skills and opportunities to succeed both on and off the field. As the season comes to a close, we’re proud to reflect on the growth and excitement shared by all participants, and we look forward to what’s next for this exciting program!