Soccer enthusiasts know his name well, and his glorious career is what they dream about. As a championed player and successful coach, Zico has established a legacy that may include Darlington School in the future.
The Brazilian celebrity recently spent a day at the School to tour the campus and formalize business ideas. His visit was part of the School’s initiative to utilize academies to open new markets, said Chad Liddle, Darlington Soccer Academy director and assistant director of admission.
According to Liddle, Zico is a hero in Brazil as one of the country’s top five players of all-time. Zico was a member of Brazil’s 1978, 1982 and 1986 World Cup teams and currently coaches Japan’s men’s national team. “In the sport of soccer Zico is world famous as he has been immensely successful throughout his career,” said Liddle.
He added that Brazil is a main international focus for the School’s marketing plan, especially when it comes to soccer. “Our contacts with Brazil show our efforts in using sporting programs as marketing tools,” said Liddle.
Why Brazil?
“Soccer is huge in Brazil, and because of the nation’s demographics we can easily locate our target market,” said Liddle, who envisions partnerships with Brazilian academies in the future.
Zico has established many such academies in Brazil that are now run by his son, Junior. As thousands of soccer players pass through the academies each year, only a few make it as professionals. The School would target the second-, third- and fourth-tiered players who do not have a future in the professional ranks.
“In partnering with Darlington, Zico’s motive would be to give further opportunity to the majority of his players who don’t make it as professional Brazilian soccer players,” said Liddle. “They would come here to gain exposure in the United States before entering college, and get great schooling in the process.”
Ademar Fonsesco Junior, former women’s Olympic team coach for Brazil, also visited the School recently. Junior stayed for a month to assist with the Soccer Academy and develop Brazilian contacts. According to Liddle, the Brazilian U19 Women’s World Cup team was planning to stay at Darlington to train during the off-season, but, at the last minute, the team decided to train with the Swedish Football Federation for financial reasons.
Liddle believes that the School’s academies have the potential to be great marketing tools. “When the School’s marketing initiatives are coupled with soccer and other academies, there are benefits for the whole school,” he said, recognizing that the international marketing process requires teamwork and patience. “The international initiatives that we take on are dynamic, and it takes awhile to successfully advocate our ideas in another part of the world. We can all work together to develop these markets.”
Ballard Betz, director of summer programs and assistant director of admission, ventured to South America in the fall hoping to build awareness about the many opportunities the School offers. “I represented the school in Brazil and Argentina through a traveling education expo marketed in populous cities by way of traditional advertising,” said Betz. In the future Darlington can expect growing recognition as an international school of excellence, he added.
During Betz’s visit, Chad Liddle set up a meeting for Betz with Fabio Yashimura, who’s company, Interactus, organizes soccer tournaments for more than 50 private schools in Brazil. “This is the ideal person for us to connect and partner with,” said Liddle.
The increasing success of Darlington Summer Camps provides further opportunities for the School. This summer, the School will host camps by Joe Machnik, former assistant World Cup coach for the U.S. men’s national team, and Tony DiCicco, former women’s World Cup and Olympic team coach and chairman of the Women’s United Soccer Association. Darlington will also host the only KNVB (Dutch Football Federation) Coaching Symposium in the United States this summer.
“We will have over 1,000 soccer players at camp this summer, and it’s important to remember that every camper is a potential student,” said Liddle. “We are continually establishing contacts to benefit the School. The future of our Darlington School as a premier boarding school and of the Soccer Academy is more and more exciting every day.”
*Written by Eric Molletta, PR intern from Shorter College
