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Souvenir Game Programs

by J. Alden Briggs Jr. and Jana Duffy

A souvenir game program is both an excellent profit-maker and a useful tool to promote the image of your soccer organization within the community.

Before making any kind of production decision, you should determine whether there is a market for your game program. Will people buy it in sufficient numbers? Some contests, particularly at the youth level, may not draw enough spectators to justify anything more than a simple roster sheet.

But, for games where people have paid to attend, there is a potential to sell them a quality program. And, when you have consistent audience over a multiple home game schedule, your program has substantial advertising appeal for a sponsor.

In any case, a game program is vital to establishing a team's credibility. You should produce one even if it means absorbing the cost of production. Selling advertising space is a great way to include the community and to provide funding for the project.

Game Program Production

Ev DeVaul, athletic director at Ashland High School (Ohio), has won a reputation as one of the nation's most successful administrators and promoters of school athletic programs. He has prepared a promotional, marketing and fundraising guide (Ev DeVaul, $port$, "a promotional, marketing and fund raising guide for high school/college athletic departments and booster clubs," SportsTime Promotions, Ashland, Ohio, 1982.) that provides invaluable information on these subjects. The following is a summary of the major decisions he makes about game program production.

Program preparation entails a series of decisions about:

1) size and quality of the souvenir game program
2) set-up and printing costs
3) advertising rates and cover price
4) size of press run
5) advertising and printing schedules
6) advertising sales force
7) advertising sales strategies and techniques
8) graphics, including photography, layout and design
9) special inside sections and features
10) special game promotions to increase program sales
11) program sales force

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About the Authors:

This article is from the book "The Official Soccer Fundraiser's Guide" by J. Alden Briggs Jr. and Jana Duffy, a publication of the Soccer Industry Council of America and the Booster Clubs of America, and is reprinted with permission.

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