2023 Copa AT&T Pro X Un Día

Presented by AT&T, the 2023 Copa Pro x Un Día was crafted as a beacon of opportunity for the Hispanic community in Southern Texas, engaging authentically with their deep-rooted passion for soccer and the Mexican National Team. Recognizing that less than 1% of youth soccer players will ever reach professional status, our mission was to give local kids the feeling of going pro. This aspiration drove our investment in authentic elements like professional locker rooms and pro athletes judging the tournaments, enhancing their overall experience.
Our robust Drive 2 Store Campaign, strategically launched in Houston and San Antonio, boasted an impressive ROI of 3:1. Partnering with soccer icons Héctor Herrera and María Sánchez amplified our message, while endorsements from The Mexican National Team added cultural significance and emotional resonance, deepening our connection with fans.
Beyond a mere soccer event, AT&T Pro x Un Día served as a platform for nurturing dreams and fostering community bonds. Through immersive experiences, we aimed to inspire local youth to pursue their aspirations, illustrating that ‘going pro’ is about more than just individual achievement—it’s about being supported by a community that believes in you. To ensure inclusivity and create a community-built event, the tournament was completely free to participate in and was funded by local AT&T stores.
With 59 teams and 961 kids across 8 age categories, the tournament series generated over 5.5 million impressions and a staggering $1.2 million in value. Beyond the metrics, Pro x Un Día became a catalyst for empowerment and celebration, bridging cultural divides and cementing AT&T's bond with its Hispanic audience. By authentically embracing the passion points of Southern Texas, we crafted a campaign that transcended traditional advertising, leaving a lasting impact on the community.