Organizers of the upcoming Guinness Int'l Champions Cup are "about to saturate the market with an advertising blitz ranging from living billboards to helicopters trailing soccer-field-length banners," according to Michelle Kaufman of the MIAMI HERALD. Teams will compete in a 12-day tournament across the U.S. that "culminates with the championship rounds" at Miami's Sun Life Stadium Aug. 6-7. All eight teams for the inaugural event will "play in a pair of doubleheaders at Sun Life Stadium." Organizers said that sellout crowds of 70,000 are "expected both nights, and ticket sales have been strong so far." RSE Ventures President & CEO Matt Higgins said, "Starting next week, you won’t be able to go anywhere in Miami without running into some type of promotion for the ICC. We want people to realize this is not just a bunch of friendlies. This is a real preseason tournament with eight of the most famous teams in the world." Kaufman noted in addition to the soccer matches, there will be "concerts, a food festival, interactive games and autograph sessions with soccer legends" (MIAMI HERALD, 7/10).
