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MLS still needs work The U.S. has still not embraced professional soccer
Posted: Thursday March 23, 2000 05:21 PM
Last weekend, the fifth season of the MLS began in the United States. Not that many people would have known it I have to say. Because in a country than even sees fit to cover Spring training games in baseball, pre-season match-ups in the NBA, along with summer training in the NFL, soccer barely got a mention. Now I'm not naive. Despite all the fanfare surrounding the arrival of the legendary German international, Lothar Matthaeus from Bayern Munich, and the former Bulgarian World Cup striker, Hristo Stoichkov, from a brief spell of retirement, I didn't for a minute think the opening of the American soccer season would be front and center of the television scheduling. However I did think it might have got a back seat somewhere or other. But no, the MLS couldn't even get a place on the roof rack.
Try as I might, I couldn't find one live game in my region of the country. True, NCAA college basketball does tend to dominate the programming at this time of year -- an American devotion to its student athletes that may be hard for people overseas to understand, but surely someone somewhere could have squeezed in some live action on the opening day of the MLS season. Apparently there is a pay-per-view satellite deal in existence that would give those who can receive it blanket coverage. But if, as the MLS manifesto says, soccer is trying to become the USA's 5th sport, then surely it should have parity with its competitors, which means no dish required and no additional fees. This is not just a personal gripe about a spoiled weekend by the way. Rather, I think it just serves to indicate to the rest of the world what a hard time soccer has in the United States convincing the Americans that it's a valid alternative to the tried and trusted sports they developed for themselves.
To be fair to the TV companies, the MLS hasn't always covered itself in promotional glory. For a start, staging the majority of matches in massive stadiums built to accommodate sports with far wider appeal makes no sense at all. How can you expect the public to warm to the game as one that's worth following, when it appears to be playing to such meager audiences. The Los Angeles Galaxy for example, play their matches at the Rose Bowl in Pasadena California, a stadium with a capacity for around 100,000 people. What soccer team anywhere could fill that kind of arena more than half full on a regular basis? Manchester United, Barcelona, Juventus, certainly, but a team of relative minnows like the Galaxy? What are the odds? Granted, the capacity for soccer crowds there is limited by closing some of the Rose Bowl's decks. But that doesn't change the impression of those watching on TV that the place is largely empty. I know the league only has one purpose-built venue at Columbus, but why not seek out smaller existing stadiums, where the 15,000 fans per game that the MLS has averaged over its four-year existence will look like a crowd. It would improve the sport's TV image and also enhance the atmosphere. And what about boosting attendance, which was slightly down on average last season, by allowing children in free? A stroll round the local parks in the United States reveals that soccer is a hugely popular sport among the young. So why not lay the foundations for future generations of paying customers, by encouraging their loyalty early with a gesture that could spark their interest without breaking the bank. Someone will probably say that's not economically viable. But to me, a short-term loss could be a long-term gain. Besides, sport in the USA is almost invariably a family affair. So for every few kids in the crowd you'd likely have a parent or guardian watching over them whose cash would count. Peaking the interest of more children of course would also broaden the potential for merchandising. As any parent in Europe will know, soccer strips are on sale everywhere. Kids like to wear their club colors. The gear doesn't come cheap. All of which equals more revenue. I know the MLS has its gear available at its website, and I'm sure it's on sale at the stadiums, but try finding an MLS kit in a mall. ...In my experience, it can't be done. And by missing out on the casual shopper I think the MLS is selling itself short. Now of course, there are greater minds than mine at work on all of this. And I'm sure free tickets, broader merchandising and better TV coverage have all been mooted as ways of raising the profile of the MLS, along with numerous other ideas. I hope so anyway. Because, as the rest of the world knows, football is a great game. And in a sports mad country that considers itself the world's greatest nation, a thriving professional soccer industry should have a place. Terry Baddoo is a co-host of "World Sport," the international sports show that airs live on CNN/Sports Illustrated and CNN International. The opinions expressed here are solely those of the writer.
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