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TCS Brand DNA

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THE BRAND DNA


TRIPLE CROWN SPORTS


WE’RE THE DESTINATION FOR ATHLETES ON THEIR

EXTRAORDINARY JOURNEY.

WE FUEL THEM WITH COMPETITION IGNITED BY THEIR LOVE

FOR THE GAME.

WE CULTIVATE THEIR TALENT AND HONE THEIR SKILL SET.

WE GIVE THEM THE ARENA TO LAY IT ALL ON THE LINE

REGARDLESS OF THE OUTCOME.

WHERE PLAYERS BECOME CHAMPIONS IN THEIR OWN RIGHT.

TRIPLE CROWN SPORTS

SHOW GREATNESS

WHERE EVERY MOMENT CAPTURED BUILDS UNFORGETTABLE

MEMORIES…

FOR THE FAMILIES, TEAMMATES, COACHES AND OTHERS

WHO ARE THERE TO WITNESS GREATNESS ON DISPLAY.

WE DO IT BECAUSE WE SHARE THE SAME LOVE FOR THE GAME

AND CRAVE THE ABILITY TO CREATE LONG-LASTING MEMORIES.


TRIPLE CROWN SPORTS | PURPOSE

OUR PURPOSE

TO CREATE EXPERIENCES THAT EMBED LIFETIME MEMORIES OF JOY,

CHALLENGE, GREATNESS & GRANDEUR BY BRINGING ATHLETES AND

FAMILIES TOGETHER IN COMPETITION.


BRAND PILLARS

HOW WE SHOW GREATNESS


TRIPLE CROWN SPORTS | BRAND PILLARS

BRAND PILLARS

GREAT EVENTS GREAT ASSOCIATES GREAT ACTIONS

A SHOW OF GREATNESS

Our athletes demand the best

of themselves and so do we.

Therefore, our success depends

on doing the big things and the

little things not only the right

way, but the best way. Because

our events must astound, and we

must deliver.

The event must be great. And

we’ve mastered this approach

to ensure an experience unlike

any other.

THE ELITE ROSTER

We live for showcasing the

greatness of sports on a national

stage. We are ex-athletes who

understand the dynamics of the

world we’ve created because

we’ve grown up within similar

competitive environments with

our skills on display.

So, we’re committed to ensuring

our community — the players,

families, coaches and support

personnel — gets the best from

us at all levels.

THE CROWD GOES WILD

All combined we make

unforgettable memories. In

victory, defeat and the moment’s

in between, greatness is always

top of mind.

Because when the event is over,

we want everyone to know

that what’s next will be just

as remarkable as every other

experience.


VOICE + TONE

HOW WE SAY IT


TRIPLE CROWN SPORTS | VOICE + TONE

VOICE

Clear, direct, thoughtful and sincere. There’s no place for miscommunication.

We’re the best at what we do. That means our language is universal and true.

That means we speak with confidence. Anything more or less than that doesn’t

make the cut — ever.

TONE

Success is the sum of the smallest details. Every message we craft is

emboldened with trust for an audience who demands it. So, we speak with the

assurance, integrity and a determination that befits our great organization.

Because how we say things must always matter.


TRIPLE CROWN SPORTS | VOICE + TONE

WE ARE

HONEST

GREAT

PROFESSIONAL

INNOVATIVE

ORGANIZED

AMAZING

UNCOMMON

MEMORABLE

BALANCED

FUN

FOCUSED

INTENTIONAL

DIRECT

TIRELESS


TRIPLE CROWN SPORTS | VOICE + TONE

WE ARE NOT

LAZY

WEAK

ORDINARY

INDIRECT

DISORGANIZED

INDIFFERENT

DETACHED

LOW- OR MID-TIER

MEAN-SPIRITED

DISRESPECTFUL


TRAITS + VALUES + SIGNPOST

OUR MEANING


TRIPLE CROWN SPORTS | TRAITS + VALUES + SIGNPOST

TRAITS

Truthful | Empowered | Successful | High-Performance | Caring | Hardworking |

Fighters | Kind | Reliable | Respectful | Fair | Family | Loyal | Quality | Legacy | Clear |

Genuine | Humble | Accountable | Inspired | Teamwork | Top-tier

VALUES

Family first | Respect of all | Humility | Work ethic | Positive change | Integrity |

Deliver your message direct | Curious | Approachable | Problem solvers |

Security and safety | Vacation / Sick time | People deserve chances | Recognition |

Giveback | Daily journey | Customer Centric

SIGNPOST

TCS logos | World-class sporting events | Excellent services | Sporting events |

Event logos | Baseball | Fastpitch | Lacrosse | Basketball | Volleyball


POSITIONING

WHAT WE ARE ABOUT


TRIPLE CROWN SPORTS | POSITIONING

POSITIONING

For athletes on their relentless journey to becoming the best,

Triple Crown Sports provides the arena for them to truly shine,

Showcasing their talents, focus and determination

At destination locations across the country and beyond.

Our commitment to running professional events

Ensures that all athletes, families and coaches

Receive an experience that meets their expectations.

So competition becomes the source

Of unforgettable memories

Where players have the opportunity to

Show Greatness.


PERSONA

WHO WE ARE


TRIPLE CROWN SPORTS | PERSONA

PERSONA

THE GREATEST SHOWMAN

We understand the importance of the game and putting on a great event — from

the smallest details to the big picture and we never disappoint. We provide the

greatest stage and know talent when we see it. We know what the athlete craves

and how to deliver every time.

We are leaders and innovators who want to see players, coaches, family and

friends overcome with joy, brought on by our tireless efforts. We are also

compelled by a genuine wisdom to help, cultivate and teach what we know as

true because we lived it.

We encourage you to learn as much in victory as in defeat because it builds

character and gives you a way to continue performing at your best.


TRIPLE CROWN SPORTS | ESSENCE

OUR ESSENCE

SHOW GREATNESS


BRAND SHIELD

BRAND ON A PAGE


PURPOSE

To create experiences that embed lifetime memories of joy, challenge, greatness & grandeur

by bringing athletes and families together in competition.

PERSONA

We understand the importance of the game and putting on a great event

— from the smallest details to the big picture and we never disappoint.

We provide the greatest stage and know talent when we see it. We know

what the athlete craves and how to deliver every time. We are leaders and

innovators who want to see players, coaches, family and friends overcome

with joy, brought on by our tireless efforts. We are also compelled by

a genuine wisdom to help, cultivate and teach what we know as true

because we lived it. We encourage you to learn as much in victory as

in defeat because it builds character and gives you a way to continue

performing at your best.

POSITIONING

For elite athletes on their relentless journey to becoming the best,

Triple Crown Sports provides the arena for them to truly shine,

Showcasing their talents, focus and determination

At destination locations across the country and beyond.

Our commitment to running professional events

Ensures that all athletes, families and coaches

Receive an experience that meets their expectations.

So competition becomes the source

Of unforgettable memories

Where players have the opportunity to Show Greatness.

TRAITS

Truthful | Empowered | Successful |

High-Performance | Caring | Hardworking | Fighters

| Kind | Reliable | Respectful | Fair | Family | Loyal

| Quality | Legacy | Clear | Genuine | Humble |

Accountable | Inspired | Teamwork | Top-tier

SIGNPOST

TCS logos | World-class sporting events | Excellent

services | Sporting events | Event logos | Baseball |

Fastpitch | Lacrosse | Basketball | Volleyball

VALUES

Family first | Respect of all | Humility | Work ethic

| Positive change | Integrity | Deliver your message

direct | Curious | Approachable | Problem solvers

| Security and safety | Vacation / Sick time | People

deserve chances | Recognition | Giveback | Daily

journey | Customer Centric

ESSENCE

SHOW GREATNESS


OUR EVENTS

THE GREATEST SHOW


TRIPLE CROWN SPORTS | EVENTS

OUR EVENTS

We work tirelessly to ensure every event is always a show of greatness. From

the onset of the trip, to the execution on the field — we’re there. We’ll guide you

to off-field entertainment, while dialing in and delivering for our customers on

critical topics like hotels and travel recommendations. When you need it, you’ll

see a collegiate coaching presence, and that Triple Crown leads from the start

with player evaluations, camps and skill-building clinics. We cover it all. Because

our clients demand the very best experience their sport has to offer. We make it

happen — every time.


BASEBALL


TRIPLE CROWN SPORTS | BASEBALL

BASEBALL

In the early 1990s, Triple Crown pivoted slightly

from the company’s slowpitch softball roots

to try its hand at baseball, taking the idea

up a notch in 1994 to include eight events in

Colorado and one associated with the Mickey

Owen Baseball School outside Springfield, MO.

Once the Triple Crown World Series took root

in Steamboat Springs, CO, youth baseball

became a pillar of strength in the company.

Today, our events command attention in 20

states from coast to coast, and we also operate

franchises in California and Missouri. Our

largest events are designed to offer teams

and their families an exciting and engaging

destination; TC Baseball directors by definition

work closely with teams to answer questions

and solve problems.

Going forward, Pathway Baseball is TC’s olderage

(15u-18u) product, with events that blend

instruction, evaluation and interaction with

college coaches. Pathway understands not

every athlete is destined for a D-I roster, but

there are hundreds of other options that allow

athletes to continue in the game they love.

Our historically strong youth side (7u-14u)

produces the sprawling 500-team SlumpBuster,

based in and around Omaha, NE., during four

sessions in June. Teams get free GA tickets

to attend a College World Series game, and

everyone who attends the SlumpBuster Festival

Night walks away amazed at the iconic Burning

of the Bats, where two 10-foot wooden bats

are the centerpiece of a fireworks/demolition

celebration.

Hundreds of other teams regularly journey to

our Arizona Spring Championships (Phoenix),

the Summer Nationals (Myrtle Beach) and the

aforementioned World Series (Park City and

Steamboat).


FASTPITCH


TRIPLE CROWN SPORTS | FASTPITCH

FASTPITCH

Slowpitch softball gave Triple Crown its

identity in the 1980s, but it was evident by the

early 1990s that girls youth fastpitch was a

market worth exploring. Slowpitch moms and

dads found it to be a passionate setting for

their daughters, who were in turn getting more

serious about training, practicing, competing

and traveling.

A partnership with a California athlete named

Dede Pendleton in the mid-1990s gave TCS

access to respected fields and facilities, and

teams showed their loyalty by coming back

and appreciating the company’s customercentric

attitude. A truly national footprint was

established by TCS’ Sparkler in 2002, and the

company began to refine how and where to run

destination-friendly championship events.

Alongside these remarkable developments

with the youth player, TCS grew relationships

with college programs that helped spawn other

events offering terrific value for recruits and

the coaches looking to improve their rosters.

TC Fastpitch long ago set the national standard

for college exposure – whether in formal

campus meetings or in the parking lots of

these events, scholarship offers are made and

accepted thanks to Triple Crown’s handle of the

college game and perception as the No. 1 brand

in exposure opportunities.

The Colorado 4th of July event welcomes

900-plus teams to Colorado each summer;

our widely respected US Club Rankings help

determine the Power Pools of that event as

well as the TC/USA Nationals, ensuring fierce

competition from the best teams in the country.

College coaches come by the hundreds to a

cluster of other tournaments, including Zoom

Into June (SoCal), Valley Invite (Oregon),

Ronald McDonald (Houston) and two sessions

of City of Lights (Las Vegas). Our World Series

boasts over 400 teams in three locations (San

Diego, Park City and Reno).


BASKETBALL


TRIPLE CROWN SPORTS | BASKETBALL

BASKETBALL

Triple Crown has supported basketball events

of differing flavors for decades, deciding to

formally enter the girls club hoops space in the

mid-2010s with the purchase of Mid-Summer

Night Madness, a tournament series based in

the Pacific Northwest.

The mix of events has changed, as has the

brand, which today is known simply as Triple

Crown Basketball. As of 2019, the three events

are the Colorado’s Finest Exhibition, TC NIC in

Nashville, and Western Championships in

San Diego, all designed to appeal to top-level

girls teams from ages 14-17.

TC Basketball events deliver a first-class

experience, with shot clocks, four eight-minute

quarters and brackets carefully balanced to

ensure a valuable, competitive event.


LACROSSE


TRIPLE CROWN SPORTS | LACROSSE

LACROSSE

After some preliminary conversations with the Florida United Lacrosse Club, Triple Crown formally

partnered with FULC and used 2018 as a transition year, where the TC logo was more visible but

customers weren’t confronted with any significant changes. The FULC enjoys a decade-strong

relationship in the youth and college game, which helps draw the most established, competitive

programs and elevates the value in the eyes of college scouts and recruiters. Going forward, TC

Lacrosse will continue to serve boys and girls ages 8-18, with a strong mix of college camps, clinics,

workouts, evaluations and seminars.


VOLLEYBALL


TRIPLE CROWN SPORTS | VOLLEYBALL

VOLLEYBALL

In 2012, Triple Crown invited a couple dozen

directors of the country’s top club volleyball

clubs to sit down together and explore what

worked and what was missing from the

club tournament experience. The sport was

growing, but there were sanctioning bodies

and allegiances that kept certain clubs from

ever seeing each other on the schedule, or at

minimum kept the sides apart until the end-ofseason

championship run.

By listening to the market and fulfilling the

“Switzerland” role by maintaining a neutral

stance in all interactions, the TC NIT has

emerged as an early-season testing ground

where the absolute best teams can compete,

learning more about themselves as well as the

opposition they very well may face later in

the year. The format pits the strongest teams

against each other from the start; club coaches

love how they don’t have to wait until the

semifinals or finals to critically gauge and test

their team’s skills.

Once the best clubs decided to prioritize the

TC NIT, hundreds of college coaches from

coast-to-coast beat a path to the event. From

the most revered Power Five conferences

to the small but passionate schools in lower

divisions, the recruiting possibilities at the TC

NIT were undeniable. The event now includes

an instructional day where players work

individually with college coaches, and there’s

an unsigned junior/senior workout that again

puts promising and available talent right in

front of college coaches.

After pilot tournaments (2012-13) in Virginia,

the TC NIT ran for four years in Salt Lake City

before moving to Kansas City in 2019 – in

that year, more than 575 teams suited up,

playing on 77 courts in and around the Kansas

City Convention Center. Going forward, TC

Volleyball has expanded its staff, which means

new tournaments are on the horizon.


COLLEGE


TRIPLE CROWN SPORTS | COLLEGE

COLLEGE

While the effect on Triple Crown’s youth tournaments varies from sport to sport, there’s no denying that thousands of college coaches either reach out

to TCS or are contacted by TCS every year. Aside from fueling the showcase/recruiting/scouting element to TCS events, these coaches get their own

teams in our events, as well:

Puerto Vallarta College Challenge

The first D-I softball event played outside the

United States; 16 teams over two sessions and

growing.

Postseason WNIT

For 25-plus years, the classic event and format,

now rewarding 64 teams with a chance to play

for a national title in women’s D-I basketball.

Rock Hotel Riviera Maya. Fan packages bring

supporters down to Playa Del Carmen, where

they enjoy free access to the games as well as

the all-inclusive charms of the resort.

National Invitational Softball Championship

Postseason D-I championship featuring 32

quality teams that missed out on the NCAA

Tournament. The championship round is played

at TCS headquarters on a newly-constructed

stadium. Past winners include Liberty and

Loyola Marymount.

Preseason WNIT

It’s a 16-team field, often packed with national

D-I powers, and an exciting option to launch

the women’s season.

Men’s Cancun Challenge

Eight D-I men’s teams, playing in the

reconfigured convention center at the Hard

Women’s Cancun Challenge

Up to 10 women’s D-I teams, same setting,

same dynamic on and off the court.

National Invitational Volleyball Championship

We have 32 D-I teams competing in that

familiar “NIT” format. Past winners include Ole

Miss and Iowa State.


OUR CONTENT

SHOW GREATNESS


TRIPLE CROWN SPORTS | PHOTO & VIDEO CAPABILITIES

SHOW GREAT ACTION

We capture everything that makes the highlight reel. However the play

unfolds our cameras catch all of the greatness in action.


TRIPLE CROWN SPORTS


TRIPLE CROWN SPORTS | PHOTO & VIDEO CAPABILITIES

SHOW GREAT MOMENTS

We also focus our lens on the unforgettable, emotionally-charged

moments of sport. Because the stuff that defines a win, loss,

celebration or lesson learned should be captured.


TRIPLE CROWN SPORTS


TRIPLE CROWN SPORTS | PHOTO & VIDEO CAPABILITIES

SHOW GREAT EXPERIENCE

Everything going on around the event is recorded. From the sights,

sounds, special events and more, the full experience of the event tells

the true Triple Crown experience.


TRIPLE CROWN SPORTS


BRAND ASSETS

WHAT WE LOOK LIKE




PMS 540

C100 M57 Y12 K66

HEX# 003057

R0 G48 B87

PMS 200

C3 M100 Y70 K12

HEX# BA0C2F

R186 G12 B47

PMS 153

C5 M64 Y100 K17

HEX# BE6A14

R190 G1016 B20

PMS 1235

C0 M31 Y98 K0

HEX# FFB81C

R255 G184 B20

PMS 371

C50 M9 Y98 K61

HEX# 546223

R84 G98 B35

PMS 525

C69 M100 Y4 K45

HEX# 572C5F

R87 G44 B95

PMS 7534

C5 M5 Y15 K8

HEX# D1CCBD

R209 G204 B189

30%

100%




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