Whitecaps FC continue tradition of excellence in USL

2011 Marketing Award added to 'Caps trophy case

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Last week, Vancouver Whitecaps FC continued to build on a tradition of excellence at the United Soccer Leagues (USL) Hall of Fame Banquet as the club took home the 2011 W-League Marketing Award.

The campaign, developed by the Whitecaps FC marketing team, focused on engaging with the true passion and grit found in the women’s game. Combined with images taken by photographer Dave Ellingsen, the ads included slogans such as “It’s not yoga”, “It’s true, we kick like girls” and “Did you really just ask me if it’s full contact?”

“It was about showing the tougher side of women’s soccer, with a bit of tongue-in-cheek” said Gord Brown, Whitecaps FC graphic designer. “They’re exceptional athletes and they’re as competitive and driven as anyone you’ll find.”

In addition to this year’s Marketing Award, the club also saw former women’s team member and Burnaby, BC, native Christine Sinclair inducted into the USL Hall of Fame.

A history of success

This wasn’t the first USL team honour for Whitecaps FC. The club was also named W-League Organization of the Year in both 2004 and 2010, while taking home the W-League Communications Award in 2006, the USL First Division Communications Award in 2008, and the USL First Division Media Award in 2009.

Sinclair, meanwhile, joins current Whitecaps FC club president and former A-League (now USL First Division) Executive of the Year Bob Lenarduzzi among USL Hall of Fame inductees. Lenarduzzi was inducted in 2004.