Copa Sears Pre-Libertadores 2001.

Mexico’s qualifying series to the prestigious Copa Libertadores de América soccer tournament returns to the U.S. with the continued support and title sponsorship of Sears, Roebuck and Co. The Copa Sears Pre-Libertadores 2001 will feature five top Mexican clubs in 10 matches to be played in Los Angeles, Dallas, Chicago, San Jose and Houston between July and September, 2001.

“Through our sponsorship of the 2001 Copa Sears tournament, Sears offers our Hispanic customers and their families the opportunity to experience the excitement of fútbol in the United States for a second year,” commented Gilbert Davila, Sears vice president of Multicultural Marketing.

The Pre-Libertadores tournament, now in its fifth year, is a two-phase qualifying series played by Mexican clubs to secure a spot in the Libertadores Cup Tournament. For the past three years, Mexican clubs have played the qualifier in U.S. stadiums, attracting thousands of fans. Morelia, America, Atlas, Cruz Azul and Toluca, five of the most recognized and popular teams in Mexico’s professional soccer league, will participate in the Copa Sears 2001. The winning team will receive the 24-inch tall Copa Sears Pre-Libertadores Trophy, passed on by Cruz Azul, winner of the 2000 championship.
“We are delighted with Sears support in bringing a leg of one of the most important soccer competitions in the world to the U.S.,” said Henry Cardenas, CFA president and CEO. “Very few soccer tournaments have the pedigree of the Copa Libertadores and we are able to offer all of the action and passion associated with it to a soccer-hungry community.”

Jorge Ramos, one of the most knowledgeable soccer journalists in the U.S., will serve as Copa Sears Pre-Libertadores 2001 spokesperson. “It’s an honor to serve as the spokesperson for the Copa Sears,” said Ramos. “Fútbol is an integral part of our community, and having Sears return as title sponsor ensures many families will enjoy the thrill of the game.”

As in the 2000 tournament, Sears will partner with Soccer in the Streets (SITS), an organization that has established children’s soccer leagues in more than 75 culturally-diverse cities in the U.S. With SITS, Sears will bring back the Equipos del Futuro (“Teams of the Future”), children from local soccer leagues. The Equipos children will enjoy the Sears Soccer Experience prior to the matches and serve as ballboys/ballgirls during the games.

To showcase the excitement of the Copa Sears Pre-Libertadores Tournament, Sears launched an integrated marketing campaign that includes in-store promotions, giveaways, visits to the stadiums by the Sears Fiesta Mobile, and local sweepstakes. Fans also will have the opportunity to show their soccer skills at the Sears Soccer Experience, an interactive game area assembled next to the stadiums.