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
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PMS 200
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C5 M64 Y100 K17
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R190 G1016 B20
PMS 1235
C0 M31 Y98 K0
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PMS 371
C50 M9 Y98 K61
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R84 G98 B35
PMS 525
C69 M100 Y4 K45
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R87 G44 B95
PMS 7534
C5 M5 Y15 K8
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30%
100%