LOS ANGELES, Dec. 1 Gooooooaaaaaal! CutiesŪ California Mandarins and Clementines kicks off its 2009/2010 growing season with a fresh starting lineup that expands the brand's relationship with kids' soccer. Joy Fawcett - an award-winning soccer player, coach and mom - will captain the brand's efforts to celebrate and mentor moms on the sidelines and online. Combined with league sponsorship expansion into Texas and a community-based Web site re-launch, Cuties ups the game to score with moms.
"Both Joy and Cuties are native to California - so the partnership is natural and sweet, like our fruit," said Ashley Martorana, Director of Marketing for Paramount Citrus. "Joy is a role model, soccer player AND mom ... with three Olympic medals to complement her three daughters. We can't imagine a better spokes-mom who can speak from the heart, from the field and from the mom's shopping list."
The "Cuties Ultimate Soccer Mom Search" will activate grass-roots street teams at more than 80 soccer tournaments sponsored by Cuties to spot moms who take cheering to a whole new league. These moms will be entered into a contest to win $5,000 and an "ultimate" soccer clinic for the team with Fawcett. At select stops throughout the tour, Fawcett will join the Cuties street teams to lead mini clinics, sign autographs and chat with players. Fawcett also will chat with moms about the power of "Second-Goal" Parenting(TM), developed by Positive Coaching Alliance (PCA), which focuses on the "second goal" of youth sports - life lessons - along with the goal of winning on the scoreboard.
"As an athlete, professional, mom and coach, I wear many uniforms. And I'm proud to sport a Cuties jersey as the brand's spokes-mom," said Fawcett. "Cuties is more than just a product I support - it's a staple on my personal shopping list and in my soccer snack bag for weekend tournaments."
Often referred to by industry peers and media alike as "the" ultimate soccer mom, Fawcett seamlessly maintained a record-breaking soccer career while raising three girls - today ages 15, 12 and 8. Her unprecedented soccer career culminated this August with her induction into the National Soccer Hall of Fame. She currently runs the Saddleback United Soccer Club with her husband in Orange County, California.
"Joy has been an advocate of Positive Coaching Alliance for years ... while naturally being a role model mother, teammate and coach," said Jim Thompson, PCA founder and author of books such as Positive Sports Parenting. "Together with Joy, Cuties and Positive Coaching Alliance will be bringing moms more than simply sweet healthy snacks, but rich food for thought about how to extend the life lessons sports can teach beyond the soccer field."
A continued sponsor of American Youth Soccer Organization (AYSO) and Soccer Youth Road Trip, Cuties expands into Texas with the sponsorship of U.S. Club Soccer. As a popular and naturally sweet snack at these tournaments and events, the Cuties street teams will create an on-site experience that includes product sampling, complimentary coaching materials from PCA, games and contests with prizes including Thompson's recent books The Double-Goal Coach and The High-School Sports Parent: Developing Triple-Impact Competitors.
Cuties "Clicks" with the Online Community
As moms look to the Internet for connection as much as information, CutiesCitrus.com will get a social media makeover. Relaunching in November, the site will engage moms as well as kids with activities for both. For mom, there will be a blog, video vignettes on positive coaching and snacking from Fawcett and Thompson, a direct-to-consumer couponing program and links to Facebook, Twitter and Flickr. For kids, there will be video "Soccer Click-it Clinics" with Fawcett, new games and downloadable activities.
Cuties: A Snack That's Cute and Smart
Cuties are fun to unzip and are packed with nutrition. A serving of two Cuties packs almost 300 percent of your daily Vitamin C, 14 percent of your daily fiber and has only 80 calories. Cuties also contain no fat, no trans-fat, cholesterol or sodium.
About Positive Coaching Alliance
Founded as a non-profit within the Stanford University Athletic Department in 1998, PCA has the mission of "transforming youth sports so sports can transform youth." To that end, PCA has conducted more than 7,000 live group workshops nationwide for more than 400,000 youth and high school sports leaders, coaches, parents and athletes. Workshop attendees have helped create a positive, character-building youth sports environment for more than three million youth athletes.
PCA's partnership network includes more than 1,700 youth sports organizations, cities and schools. In 2009, PCA will conduct roughly 1,300 live, group workshops across the U.S., while assisting thousands of other individuals via online workshops at www.PositiveCoach.org.
PCA workshops train coaches to be Double-Goal CoachesŪ, whose first goal is winning and whose second, more-important goal is teaching life lessons through sports. PCA sports parent workshops cultivate "Second-Goal Parents," who leave winning to the coaches and players, while helping their children learn life lessons through sports. PCA student-athlete workshops produce "Triple-Impact Competitors," who work to improve themselves, their teammates, and their sport as a whole.
PCA has the support of elite coaches and athletes on a National Advisory Board (http://www.positivecoach.org/advisoryboard.aspx), including National Spokesperson, Los Angeles Lakers Coach Phil Jackson. The PCA National Advisory Board comprises such leaders as NBA and NCAA Champion Coach Larry Brown, former senator Bill Bradley, NFL Hall of Fame Member Ronnie Lott, Olympic Gold Medalist swimmer Summer Sanders, Olympic Gold Medal gymnasts Bart Conner and Nadia Comaneci, University of North Carolina Men's Basketball Retired Head Coach Dean Smith, Cy Young Award winner Barry Zito, Former NFL Coach Herm Edwards, and Cuties Spokes-mom and Olympic Soccer Gold Medalist Joy Fawcett.
About CutiesŪ Brand
Cuties is a joint venture between Paramount Citrus Association and Sun Pacific. For more information about Cuties brand mandarin oranges, visit www.cutiescitrus.com.
SOURCE Paramount Citrus