Most tournament directors underestimate one of the most powerful tools for filling divisions fast: email marketing.

Social posts build hype. Flyers look good. Reels get attention.
But email converts.

A well-designed email sequence can be the difference between scrambling for teams last-minute and selling out your tournament weeks ahead of schedule. This guide breaks down the exact messages you should send, when to send them, and what each email must include to maximize registrations.

Why Email Works Better Than Anything Else

Email is effective because:

• Coaches check their inbox more than social media

• Parents register from their phones after opening an email

• You can track who opens, clicks, and shows interest

• You can send targeted updates by age group or gender

• Email gives clear, direct CTAs without distraction

If you run soccer tournaments, email isn’t optional — it’s essential.

The Tournament Email Sequence (6–8 Emails)

Below is the complete 8-email sequence that consistently sells out soccer tournaments.

Use this timeline as your blueprint.

1. Launch Announcement (6–8 Weeks Out)

Goal: Build awareness and create early momentum.

What to include:

• Event name, dates, and location

• Format (5v5, 7v7, showcase, etc.)

• Number of guaranteed games

• Early bird pricing

• Register button

Subject line ideas:

• “It’s here! Registration now open for [Tournament Name]”

• “Early bird prices now live — don’t miss out”

2. Social Proof Email (5–6 Weeks Out)

Goal: Build credibility.

What to include:

• Photos from past events

• Testimonials from coaches or parents

• Highlight how many teams attended last year

• What makes this tournament different

Subject line ideas:

• “Why teams love competing at [Tournament Name]”

• “Here’s what coaches are saying…”

3. Division Breakdown Email (4–5 Weeks Out)

Goal: Help families and coaches find their division quickly.

What to include:

• A clear division list with birth years

• Remaining early bird pricing

• Team registration button

Subject line ideas:

• “Check your player’s division →”

• “Which division will your team dominate?”

4. Registered Teams Announcement (3–4 Weeks Out)

Goal: Build fear of missing out (FOMO).

What to include:

• List teams/clubs already registered

• Showcase major clubs committed

• Encourage division-specific signups

Subject line ideas:

• “These teams are in — are you?”

• “2012 Boys & 2014 Girls almost full!”

5. Logistics + Details Email (2 Weeks Out)

Goal: Increase confidence by clarifying the experience.

What to include:

• Number of guaranteed games

• Field maps

• Tournament rules

• Parking info

• Awards/trophies

Subject line ideas:

• “Everything you need to know before registering”

• “Tournament rules, fields, and schedule overview”

6. Deadline Reminder (10 Days Out)

Goal: Drive urgency before registration closes or pricing increases.

What to include:

• Countdown (ex: “10 days left”)

• Divisions nearly sold out

• Pricing changes

Subject line ideas:

• “10 days left to register — don’t miss out”

• “Final spots for your division!”

7. 48-Hour Final Call (2 Days Out)

Goal: Capture all remaining last-minute teams.

What to include:

• 48-hour countdown

• Direct “Register Now” button

• Final list of open divisions

Subject line ideas:

• “FINAL CALL: Registration closes in 48 hours”

• “Last chance to get in — don’t wait”

8. “Thank You & See You Soon” Email (Post-Event Setup)

Goal: Build future loyalty and prep for next year.

What to include:

• Thank participants

• Share champion photos

• Announce next year’s date

• Ask for feedback

• Provide social media links

Subject line ideas:

• “Thank you for joining us!”

• “Champions, highlights, and next year’s dates”

This is your chance to start filling next year’s interest list early.

Bonus: Segmented Email Tips That Boost Conversions

Segment by Age Group

Send age-specific reminders:

• “2013 Girls → only 2 spots left”

• “High School Boys → early bird ends Friday”

Targeted emails perform 2–3x better than general blasts.

Segment by Behavior

• People who opened but didn’t click

• People who started registration but didn’t finish

• Past participants who haven’t signed up yet

These groups are easiest to convert.

Segment by Geography

Send tailored messaging to:

• Local teams

• Out-of-town teams

• Clubs you want to recruit

Each group has different motivations.

Templates You Can Copy

✅ EMAIL 1 — Launch Announcement

Subject Line Options:

• Registration Now Open for [Tournament Name]!

• It’s Official — [Tournament Name] is Live

• Early Bird Registration Is Open!

Email Body:
Hi Coach/Parent,

We’re excited to announce that registration is officially open for the [Tournament Name] happening on [Dates] at [Location]!

This year’s event features:

• [Format: 5v5, 7v7, Showcase, etc.]

• [#] guaranteed games

• Divisions for ages [Birth Years]

• Professional organization & top-quality fields

• Trophies + medals for champions

Early bird pricing is now LIVE.
Save your team’s spot today — spaces always fill fast.

👉 Register Here: [Link]

We can’t wait to host you!

— The [Tournament Name] Staff

✅ EMAIL 2 — Social Proof / Why Teams Love This Tournament

Subject Line Options:

• Why Teams Love Playing at [Tournament Name]

• What Coaches Are Saying About Last Year’s Event

• Here’s Why This Tournament Sells Out Every Year

Email Body:
Hi Coach/Parent,

Thinking about joining us for [Tournament Name]?
Here’s what coaches and parents said about last year’s event:

“Best organized event of the year!”

“Fast check-in, great fields, amazing atmosphere.”

“We’re coming back every season.”

This year’s tournament will be even bigger and better — more divisions, more fields, and the same competitive, fun environment teams love.

If you’re on the fence, now’s the time to lock in your spot.

👉 Register Your Team Today: [Link]

See you on the field!

✅ EMAIL 3 — Division Breakdown Email

Subject Line Options:

• Find Your Division →

• Which Division Will Your Team Compete In?

• Division Guide for [Tournament Name]

Email Body:
Hi Coach/Parent,

Here’s the official division list for [Tournament Name] so your team can register in the right bracket:

Boys Divisions

• 2017/18

• 2016

• 2015

• 2014

• 2013
  [Add more]

Girls Divisions

• 2017/18

• 2016

• 2015

• 2014

• 2013
  [Add more]

All teams get [X] guaranteed games + awards for champions.

Divisions fill quickly — especially [your most popular age groups].

👉 Register in Your Division: [Link]

Let us know if you need help selecting a bracket!

✅ EMAIL 4 — Registered Teams / FOMO Email

Subject Line Options:

• These Teams Are In — Are You?

• Divisions Are Filling Fast

• 2014 Boys & 2012 Girls Almost Full!

Email Body:
Hi Coach/Parent,

Spots are filling up quickly for [Tournament Name] — here are some of the teams already registered:

• [Club Name 1]

• [Club Name 2]

• [Club Name 3]

• [City/Region Teams]

• And more joining daily!

Divisions closest to selling out:

• [Example: 2013 Boys — 2 spots left]

• [Example: 2015 Girls — Almost full]

Don’t wait — once divisions close, we cannot expand the schedule.

👉 Secure Your Spot Before It’s Gone: [Link]

Let’s make this year the best one yet!

✅ EMAIL 5 — Logistics, Rules, & Event Details

Subject Line Options:

• Everything You Need to Know Before Registering

• Field Map, Schedule Format, & Game Rules

• What to Expect at [Tournament Name]

Email Body:
Hi Coach/Parent,

If you’re getting ready to register, here’s a quick overview of what to expect at [Tournament Name]:

✔ Guaranteed Games:

[Ex: 3 pool play games + finals]

✔ Game Length:

[Ex: 2 x 20-minute halves]

✔ Venue Details:

Fields: [Field Name]
Address: [Address]
Parking: [Instructions]

✔ Rules:

• [Rule 1]

• [Rule 2]

• [Rule 3]

✔ Awards:

🏆 Trophies + medals for champions
🥈 Medals for finalists

This event is built for fun, competition, and a great experience for players and families.

👉 Register Your Team Today: [Link]

Let us know if you have any questions!

✅ EMAIL 6 — Deadline Reminder (Final 10 Days)

Subject Line Options:

• 10 Days Left — Don’t Miss Out

• Final Spots Remaining

• Registration Closing Soon

Email Body:
Hi Coach/Parent,

We’re just 10 days away from the registration deadline for [Tournament Name].

Divisions currently filling fastest:

• [Age Group 1]

• [Age Group 2]

• [Age Group 3]

If you’ve been planning to register, now is the time. We expect several brackets to close early.

👉 Register Before the Deadline: [Link]

We’d love to host your team!

✅ EMAIL 7 — 48-Hour Final Call

Subject Line Options:

• FINAL CALL: 48 Hours Left

• Last Chance to Register!

• Registration Closes Tomorrow!

Email Body:
Hi Coach/Parent,

This is your final chance to register for [Tournament Name].

Registration closes in 48 hours, and we cannot accept late entries once brackets close.

Remaining open spots:

• [Example: 2014 Boys — 1 spot left]

• [Example: 2016 Girls — 2 spots left]

If your team plans to participate, act now:

👉 Register Before It’s Too Late: [Link]

See you soon!

✅ EMAIL 8 — Thank You & Highlights

Subject Line Options:

• Thank You for Joining Us!

• Champions, Photos & What’s Next

• Big Thanks From [Tournament Name]

Email Body:
Hi Coach/Parent,

Thank you for being part of this year’s [Tournament Name]!
We hope your players had a great experience.

Here’s what’s next:

🏆 Champions Photos

[Insert link or gallery]

📅 Next Year’s Tournament Date

Save the date: [Next Year’s Date]

📣 Follow Us for More Events

Instagram: [Link]
Facebook: [Link]

We appreciate your support — see you at the next event!

— [Tournament Name] Staff

Final Thoughts

Email is your tournament’s secret weapon — the one tool that drives more registrations, more reliably, than any other marketing channel.

With a strong sequence, clear messaging, and targeted reminders, you’ll build:

• Higher registration numbers

• Faster sellouts

• Less uncertainty

• Better long-term relationships with clubs