The sixth edition of the International Champions Cup was returning to America, pitting eighteen of Europe’s biggest soccer clubs against each other in a tournament played out across fifteen U.S. venues. You’d think the chance to see the likes of Barcelona, Real Madrid and Manchester City compete would sell itself. But the ICC was following hot on the heels of the month-long World Cup. Would U.S. soccer fans be “soccered out?” The tournament’s organizers turned to Dunn&Co. for help, and we turned the challenge into a win. Our mix of exciting TV and radio spots–in English and Spanish–helped the tournament draw an average of more than 50,000 spectators to each match, with one match even exceeding 100,000 fans.