The Soccer Alliance Missoula (or SAM) project is to develop/refine its web presence and build a social marketing campaign to change how Missoulians perceive soccer for youth and adults.  In Missoula and generally throughout the US, we are taught to compete in soccer through organized leagues, clubs, and travel teams, kids rarely venture on their own to play pickup soccer.  Yet outside the US, children learn the game initially through play and not competing in organized teams.   SAM’s purpose is to change the culture and encourage young and old alike to embrace the game through deliberate play, pickup or what we call free play soccer.  Free play instills a passion for the game and encourages thinking, adaptation and problem solving.  All critical skills for personal development.  SAM believes that Missoulians will embrace this free play soccer culture if they can better understand its benefits and overcome these potential perceptions on how we learn the game. 

1.       Promote events that encourage free play soccer, support of local teams and celebration of local soccer.  Events will be both organized games and pickup soccer games in the community as well as annual events like the Soccer Day Missoula celebration held on August 13th at Fort Missoula. SAM’s website will be an online resource for individuals seeking pickup soccer games or wishing to find matches to watch.

2.       Communicate the benefits of free play soccer. Communication will be through SAM’s web presence and social media strategies to effectively communicate the benefits of free play soccer and advertise places to play.  SAM’s aim is to be the primary online resource for Missoula soccer. 

3.       Installation of soccer mini-pitches in underserved neighborhoods. Missoula has one of the premier soccer complexes in the northwest but its location makes access difficult for those without private transportation.  Dedicated soccer mini-pitches near subsidized housing will allow better access to facilities and free play soccer opportunities.  A dedicated mini-pitch will also draw others from outside the neighborhood to play pickup soccer and encourage community building and integration. These mini-pitches will be developed through local and national partnerships and corporate support. 

Success is where free play soccer occurs throughout Missoula on any given day and each game is  inclusive, diverse and enjoyed by all.