Brent Coralli

On a Mission

Sting G '00 Banquet photos - Colandrea-2


Feb 14

Sting Staff


Brent Coralli

Sting Soccer Girls Celebrate

You can tell a lot about a company simply by reading its mission statement. The process of cutting to the very core of an organization and describing its essence is an extremely difficult task, ask any CEO who’s had the challenge of composing one. In many ways, a mission statement is analogous to what a psycholinguist – someone trained in understanding how infants acquire language – would call the “deep structure” of a sentence. The “deep structure” of an organization, whether it’s a company, a non-profit group or soccer club, is found in its mission statement.


“Because of the tremendous responsibility we feel for our athletes and their families, we spent a great deal of time and thought on the creation of the Sting mission,” said Brent Coralli, CEO of Sting Soccer. “It’s what we believe and what guides our day-to-day, year-to-year actions.”


More on the Sting Mission will follow, but it might be interesting to take a look at another successful sports oriented organization – Nike.


Just Do It!


Nike’s graphic symbol – the “Swoosh” – is recognized throughout the world. Its battle cry – Just Do It! – influences high-achieving business leaders as well as world class athletes. This symbol and marketing theme have been brilliantly incorporated in the company’s brand and this is reflected in the company’s mission statement.


“The NIKE brand – what it stands for – is far more important than its products,” noted Coralli. “And its mission statement and ‘maxims’ reflect this.”


The Nike Mission is succinct:


To bring inspiration and innovation to every athlete* in the world.

*If you have a body, you are an athlete.


The company’s 11 “Maxims or guiding principles for the employees of the company are more expansive:


It is our nature to innovate.


  • Nike is a company.
  • Nike is a brand.
  • Simplify and go.
  • The consumer decides.
  • Be a sponge.
  • Evolve immediately.
  • Do the right thing.
  • Master the fundamentals.
  • We are on the offense – always.
  • Remember the man. (The late Bill Bowerman, Nike co-founder)”


The Sting Mission


As with Nike, there is little doubt where Brent Coralli, his coaches and staff at Sting Soccer place their emphasis. It’s reflected in the organization’s mission statement.


To support through our coaches, administration and player policies the idea of The Education of Life Through Soccer. Teaching the importance of having a strong moral foundation and building strong, young females in a way that is conducive to player development and advancement. The pillars of this foundation are rooted in the following key areas of development.


— Pride

— Tradition

— Character

— Commitment

— Leadership


To provide all players the opportunity to meet their fullest potential. Teaching teamwork, sportsmanship, technique, skills, athleticism, and tactics in a way that is specific to every player’s development needs.


To provide exceptional young players with the professionalism, coaching and structure to compete at local, state, national and international levels in order to gain exposure to maximize opportunities beyond the club competition level.


“The concept of ‘Education Through Soccer’ is something that has proven to be extremely important to our staff, the young women who play for our club and their parents,” said Brent. “Life after soccer means getting a good education and a fulfilling profession. Colleges and employers seek former athletes because they possess the skills companies want – teamwork, analytical thinking, competitiveness and drive.”



Taking a Lot of Pride


The first pillar of the Sting Mission – Pride – is a simple word but a complicated concept to grasp. Watching these young athletes on that video (above) practicing on a cold, winter night suggests the power of pride to drive results.


A favorite author of young women for many generations is Jane Austen and in her seminal book “Pride and Prejudice” she notes:


“Vanity and pride are different things, though the words are often used synonymously. A person may be proud without being vain. Pride relates more to our opinion of ourselves, vanity to what we would have others think of us.”


“We work hard to instill pride in the young women who play for our club,” said Brent. “We want them to know that it’s

okay to rely on a man, but that they don’t have to. We want them to hold their heads up high and be proud of what they have done. If they fail, that’s okay too, because they have shown pride in their actions.”


There’s a lot of literary distance between Jane Austen and Paul “Bear” Bryant, the late football coach of Alabama. However, one must believe coach Bryant agreed with Ms. Austen on the concept of pride. He famously said:


“Show class, have pride, and display character. If you do, winning takes care of itself.”


“A young woman with pride in herself and her team will always be successful,” said Brent. “The scoreboard won’t always reflect this, but she’s successful none the less.”


Next time we’ll take a look at two more Sting pillars – tradition and character. In the meantime, tell us what you think about our mission. Post your comments below and we’ll share with our other readers.

28 Responses to “On a Mission”

  1. Greg

    Pride……A characteristic by human nature that can be taught at a very young age, for greatness or attitude / vanity. If a young athlete is led by a strong organization that believes in sharing and doing…… even when no one else sees it……the pride that young person receives as a job well done, will stay with them all through life. After all ……if a child is proud of what they have accomplished, that “rush” they felt is one they won’t soon forget. The pillars that Mr. Coralli has laid forth for his platform are 2nd to none, especially when it relates to our youth.

  2. JT

    Fantastic mission to develop young athletes beyond their soccer years. The 5 pillars represent everything the organization is about.

  3. Art

    Jane Austen and Bear Bryant were two big thinkers. Love the juxtaposition of the two.

  4. Andy

    Suffice to say, this mission is delivering champions on and off the field.

  5. JP

    Great Video!!! The 5 pillars is an amazing foundation that any youth organization should totally implement. They are our FUTURE.

  6. Jessica

    It is great to know that young ladies are a part of an organization such as Sting where they can grow not only as soccer players but also as people.

  7. Kaitlyn

    “Show class, have pride, and display character. If you do, winning takes care of itself.”- easily one of my favorite quotes. It’s great to see a company building itself on such an honorable foundation.

  8. Ann

    Great article! This just shows that this club is not all about just winning but building young women’s self esteem and team work. WE ARE FAMILY!

  9. Byron

    The importance of pride in a team over the vanity of an individual is such a powerful lesson to teach our children.

  10. Danielle

    Instilling pride in young women is of the utmost importance. They can succeed, they can fail, they can be a CEO, or a mother of three. Whatever they choose, they should live their life proud of the woman that they have become. What an amazing organization and mission that Sting represents. I cannot wait to see what and who these young women will become in the future.

  11. Tami

    Proud that my girls are a part of a club that cares not only about winning soccer games, but helping my girls to grow into wonderful young ladies! Pride in themselves is something that will last way beyond their competitive soccer years!

  12. Tanya

    Great article and video!

  13. MJ

    “Show class, have pride, and display character. If you do, winning takes care of itself.” This quote says it all.

  14. Shaun

    It’s always amazing to see a group that focuses on building one self from the inside to achieve success on the outside. Setting a standard in today’s world with the 5 pillars will translate into very successful ladies on and off the field throughout their entire life!

  15. Ty

    Our greatest investment we can make is in the future generation of leaders in our country. I want to commend The Sting organization for not only making these young ladies into excellent soccer players but great leaders. Soccer will come and go but these life skills will last a lifetime. Keep up the great work and fulfill the mission of raising and nurturing our future generation of leaders. GO STING

  16. Sandy

    What a wonderful opportunity for a young women to cultivate and prepare themselves for what is yet to come in life. Your soccer family does become your extended family because of how much time that is spent in select soccer. Life is good when we share such strong beliefs in making our girls the best they can be. Great article….great company!

  17. Terri Maxwell

    Wow. What a great viewpoint, on a critical aspect of leadership. Title 9 changed my life. By allowing young women to have the same access to team sports, it breeds pride as well as excellence. This is a great example of a superior organization, preparing future leaders. Hum…maybe one of the Sting grads will be a US President some day!

  18. Kristi

    Great organization, great video, great article, thank you Sting Soccer and Brent Coralli

  19. Steven

    The true beauty behind athletics is the confidence, character, teamwork, and commitment it builds within the athlete. Great article and its incredible to see a company and organization builds itself around these morals knowing that the ultimate goal is teach and instill lifelong lessons through sports.

  20. Brianna

    I couldn’t agree more with the girls that were in the video clip! When you join the Sting Soccer Club you are immediately submersed in sisterhood and surrounded by family. That family helps you get through both good & bad, but most of all they help prepare you for the next phase of your life after club soccer. For some that might be competing at the collegiate level and others it might be straight into the real world. But regardless of the path one takes, you feel confident and proud of the woman you have become. My youth soccer experience taught me so many valuable lessons that shaped me into the woman I am today and I have Sting to sincerely thank for that!

  21. Joseph

    Having pride in what you do definitely directly correlates with success. Teaching young women to always take pride in what they do is an extremely valuable lesson.

  22. Jeff

    Purpose + Passion = Mission. Great message about the kind of success a team can achieve when members rally behind a powerful mission statement that MEANS something to each of them. The mission MATTERS, whether it’s a soccer team, a company or a social cause. Well-done, Sting!

  23. AS

    Great message, great organization!

  24. Chris

    I can’t think of another time in our great country’s history where the daily use of the ‘5 axioms’ that the Sting Soccer organization subscribes to would be more helpful than today, especially to a young girl dealing with all the demands of today.

  25. Brooke

    Such an amazing foundation to build an organization from. With everyone behind such a powerful mission, there is no doubt in my mind this organization will touch many kids lives both on and off the field.

  26. GB

    I believe, there isn’t a more important mission for a youth sports organization than those stated in the Sting mission statement. And most of us understand that there are many challenges for the organization to accomplish the mission, day in and day out. The comments from many points of view and the results, indicate Sting is doing a great job.
    A challenge often overlooked is how does the organization spread the benefits to the largest population possible? Shouldn’t as many as possible have this experience? It takes resources, physical, monetary and logistical. For that to be accomplished it takes strong leadership and as stated previously engagement from other organizations from outside.
    Keep it up!

  27. Court

    Good stuff!

  28. Brent Coralli’s Goal Scores With Me | Andy Shane

    […] they believe in ‘The Education of Life Through Soccer’ and teach their girls the importance of Pride, Tradition, Character, Commitment and Leadership. These attributes can be seen on and off the […]

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