Overview
In spring 1995, Dr. Gary F. Russell, CEO/President of North American Sports Camp, and his staff met with NFL Properties to discuss the potential of a partnership. It was NASC's mission to assist in the development of youth football while promoting child participation. The goal of the program was for children (boys and girls) to leave the program feeling good about themselves and feeling that football is a fun sport. At the same time, he wanted to be sure that the program was taught in such a way that the football “purists” feel good about our content. Dr. Russell worked closely with Bill Walsh, renowned former head coach and general manager of the San Francisco 49ers, to develop this innovative curriculum for the SuperBowl, and created “Play Football,” a developmentally appropriate program for children.
The “Play Football” Initiative
During the weekend of October 21st and 22nd, 1995, North American Sports Camps, in conjunction with NFL Properties, agreed to run a program with the New England Patriots.
Qualified coaches were interviewed by NASC staff to confirm their suitability for the program.
The camp format was for both boys and girls ages 7 through 12 years old, for three hours each on Saturday and Sunday respectively. They consisted of non-contact drills and games. The camps culminated with an awards ceremony held at Foxboro Stadium from 6 p.m. to 8 p.m. on Sunday October 22, 1995.
Approximately 600 campers attended camps held in ten locations within the New England region. Each child attending camp was given an NFL camp shirt and Wilson Junior Football, with the coaching staff wearing Patriot shirts, sweat-tops and hats provided through the NFL.
At each camp children were taken through a warm up activity and then through a series of non-contact drills with children rotating between coaches every 12 to 15 minutes. Mid-way through each session a break was held with younger campers being treated to "true" stories from coaches and older campers being tested in the rules of football. Each session ended with the children playing flag football. At the completion of both sessions, campers and parents were taken through an awards ceremony with each child receiving an evaluation, according to their age range. Children attending the Boston and Medway sites were also treated to an appearance and talk from Cedric Jones, the ex-Patriot wide receiver.
Post Camp Graduation Ceremony
On Sunday evening after each camp had ended, all camp participants and their families were invited to a ceremony held at Foxboro Stadium and various camps organized buses to transport the children and families to this event.
A significant attraction to this event was the inclusion of Patriot alumni signing autographs, plus various elements of the NFL Experience being available for children to participate in. As a result of the attractions being offered and the excellent experience at the camp itself, numbers totaling almost two and a half thousand people actually attended the evening festivities. The graduation ceremony itself was conducted in the North End zone of the stadium with the crowd being treated to a speech from Joshua Kraft of the Patriots, Don Garber (Vice President of Business Development and Special Events for NFL Properties and currently the Commissioner of Major League Soccer) and Dr. Gary Russell, before each camper was invited down onto the stage to receive a certificate signed by NFL Commissioner Paul Tagliabue and Joshua Kraft. The evening festivities were concluded by the showing of an NFL video on the stadium diamond-vision.
Overall, this program was a resounding success due to Russell’s philosophy that has proven successful in all his business and sporting ventures. “We’re making a very successful business out of treating people right,” he said. “You get far more out of people if you treat them in a positive, caring way.”