Sam's Club sponsored a national training event in 2008 of select leadership-oriented associates from stores across the country. A football / Superbowl theme was selected to encourage friendly team competition and to appeal to the target demographic of the typical Sam's Club associate. Trainees were divided into 5 different teams each with its logo and name. Participants were given a playbook to collect stickers as proof of completed training on various brands. Class schedules were matched to each team's look. This campaign was a 2009 Finalist for the "Stevie" American Business Awards for Marketing Team of the Year.