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Article: DreamWorks hopes for goal in teaming up with youth soccer.(DreamWorks L.L.C. signs marketing agreement with American Youth Soccer Organization)(promoting upcoming move 'She's the Man')
- Article from:
- Los Angeles Business Journal
- Article date:
- March 13, 2006
- Author:
CopyrightCOPYRIGHT 2006 CBJ, L.P. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Taking grassroots marketing to another level, DreamWorks SKG has tapped the largest youth soccer organization in the country to promote its upcoming film, "She's the Man" starting teen star Amanda Bynes.
For AYSO, the non-profit American Youth Soccer League, entering into its first cross-promotional agreement with a Hollywood studio was a big step. The L.A.-based non-profit has spent the past 40 years staking out Saturday morning sports fields and local pizzerias, so last week's red carpet premiere was quite a departure. The movie opens worldwide March 17.
Neither party is getting rich on the deal, at least not directly.
"No money swapped ...