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(NEW YORK, N.Y.) – Street Soccer USA (SSUSA) – the leading sport for social change organization in America – has selected Buffalo Brand Invigoration Group to lead a public relations program promoting the 2015 Times Square Cup on Sunday, July 12.

The third annual SSUSA Times Square Cup is a four-a-side soccer tournament designed to catalyze the expansion of a New York City-wide soccer league for at-risk youth and homeless young adults.

The only team sport event hosted in Times Square, the tournament features 32 co-ed teams (ages 16 and older), including competitors from Italy and Mexico, vying for the “Street Soccer Championship” of New York City.

In addition, 10 youth and adult teams from SSUSA’s social programs will showcase their skills and celebrate achievements. The Times Square Cup will be played in a pop-up stadium on the 42nd/43rd St. Plaza in the heart of Manhattan.

“At Street Soccer USA, we play for bigger goals – to improve our community and empower at-risk youth and homeless young adults to further education and find employment,” says Lawrence Cann, Founder and President of SSUSA. “The Street Soccer USA Times Square Cup is the perfect venue to showcase the power of soccer to bring people together and make big dreams possible.”

Since its inception, SSUSA has reached over 3,000 underserved youth in urban areas and special needs populations through 24 social service partner agencies, ultimately connecting participants to improved health, education and employment outcomes within a year of joining the program.

“We’re proud to support SSUSA by positioning its brand and many compelling storylines to major lifestyle, sport and business media nationwide,” says Rich Katz, Managing Director of Buffalo. “The Times Square Cup is a unique sporting event that leverages America’s fastest growing sport to promote community development.”

SSUSA’s array of partners includes ESPN Foundation, HELP USA, New York Cosmos, New York Department of Homeless Services, U.S. Soccer Foundation and UNIQLO.

Also supporting SSUSA is the U.S. Men’s National Soccer Team forward and San Jose Earthquakes star Chris Wondolowski, who serves as the organization’s national ambassador.

About Street Soccer USA

Street Soccer USA (SSUSA), a 501 (c)3 organization and affiliate of HELP USA, is the leading national sport for social change organization in America.

Using entrepreneurial instinct as well as evidence-based practices, SSUSA makes a measurable difference in the lives of underserved youth in urban areas and special needs populations, including at-risk youth, homeless families, young adults and people in recovery, among others. The organization also seeks to raise awareness for the challenges of poverty in America with the goal of creating a more level playing field for all.

SSUSA’s mission is to improve health, education and employment opportunities for the most disadvantaged Americans by using sports to transfer skills necessary to achieve positive outcomes. SSUSA runs programs in 16 U.S. cities which use soccer to build safe, healthy communities.

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About Buffalo Brand Invigoration Group

Based outside Washington, DC with offices in New York, Boston, Minneapolis, Richmond and Raleigh, Buffalo Brand Invigoration Group works with leading sport, golf and lifestyle brands, destinations and communities.

The company entered the soccer space in late 2014, naming Kevin Payne as its Global Soccer Strategist.  He was President and General Manager of Toronto FC (2012-2013) and President and CEO of D.C. United (1995-2012), and is CEO of US Club Soccer, a 16-year Board Member of the U.S. Soccer Federation and Vice Chairman of the U.S. Soccer Foundation Board of Directors.

Spanning public relations, strategy development, integrated marketing, design and social media, Buffalo’s work helps businesses grow and thrive. Among the agency’s client-partners: Arccos, CHAMP Spikes, Cordillera Ranch, Dollamur Sport Surfaces, ECCO, Galvin Green, Kaua’i Visitors Bureau, Keswick Hall, Live Breath Futbol, LPGA Tour, PGA National Resort & Spa, Sea Pines Resort, Sports Turf Managers Association, Telluride Ski and Golf Resort and World Golf Foundation.

More information:, 703.761.1444.