U.S. Soccer's Launching Pad: Where to go from the World Cup.

National Review Online ^ | June 24, 2002 | Robert Ziegler

[xsysmgr]

The short-lived flurry of national excitement over the U.S. Men's National Soccer Team mostly ended Friday with the team's tough 1-0 loss in the tournament quarterfinals in South Korea to Germany. The question being debated now, much like the aftermath of a presidential debate, is, what does it all mean? The answer is probably: something, but not too much.

Perhaps the most significant news from a sporting perspective is that Americans are capable of living and breathing in the rarified air of international soccer. Bruce Arena's charges acquitted themselves much better than anticipated, only losing to perennial powerhouse Germany with the aid of a controversial non-call where the Americans should have been awarded a penalty kick. This performance came after hundreds of Juarez, Mexico residents violated the spirit of NAFTA by pelting U.S. automobiles with rocks following the Yanks 2-0 upset of their team.

Much has been done to look to future competitive-soccer success in this country, including youth-development programs to ensure the best and brightest of our soccer community are given an unfettered opportunity to improve upon this success and exploit the foothold that U.S. soccer now has. But while the question of America competing internationally is more or less passé, there is still a great deal of doubt regarding the business prospects of the sport in the United States, particularly as it relates to a domestic professional league. While international competition is the most recognizable format of the game, such matches make up less than 10 percent of what goes on in the sport (the World Cup is played for a month, every four years). Club competition, just as with our more popular professional sports like baseball, basketball, and football, is the heart of the sport's competitive life.

There is some reason for optimism related to the World Cup: We now know that the American public can get reasonably excited about soccer. This is no small matter, because soccer, while by no means the least popular spectator sport in America, is likely the most maligned. No other sport draws more hyperbole-laced criticism from columnists, television anchors, and talk-show hosts. For roughly five days however, beginning with the win over Mexico and ending on the day of the Germany loss, there was a palpable buzz on the airwaves, in print and around watercoolers. For a brief, shining moment, the office soccer geek was less an object of derision and more a resource for questions like "How many people are on the field at one time?" and "What is this 'red card' thing about, anyway?" The marketers for professional soccer clubs in America should be viewing those asking such questions as potential customers.

Considering the TV-ratings boom the U.S. matches enjoyed, it is safe to say many Americans who never had before, paid attention to the game, and even seemed to enjoy it. Similarly, many of the aforementioned media types placed an unusual amount of focus on the sport, even if it was for the purpose of bashing (although many who previously had been detractors, wrote favorably — even longtime Philadelphia Inquirer baseball guru Bill Conlin and Washington Post Americana wizard Tony Kornheiser).

So there is at least the potential to significantly expand the fan base for the American professional game. Fans have been roused from the brush and now need to be bagged, but how? Currently there are only ten franchises in Major League Soccer, the U.S. professional league. The A League, the rapidly improving top-tier of minor-league soccer in the U.S., has 18 franchises (including four in Canada). Two lower tiers are largely developmental in nature. This leaves a lot of markets untapped.

So while gaining some fans from the World Cup is important, the World Cup buzz now needs to translate into league investment. Currently, Phil Anschutz of AEG Entertainment and Lamar Hunt own and operate more than half of the teams in MLS. They can be given a pass for not wishing to invest even more of their money into league expansion (in fact, the two Florida-based franchises in the league were eliminated after last season). Documents related to a recent lawsuit indicated the league has lost more than $250 million since its inception in 1996. More recently, league operators committed to at least another five years of investment. The league's master plan involves building more soccer-specific stadiums for its franchises. Hunt's Columbus Crew has one, and managed to turn a profit for the first time last season.

But getting the rest of the league there will have to involve more investors coming alongside the pacesetters, both for the existing ten franchises, and for later expansion teams needed for market coverage. With a local team to go watch, more of these potential fans around the country can be at least given an outlet for their viewing ambitions. It should be noted that high attendance will always drive the interest (and investment) from television, not the other way around. While fans may have been introduced to the game by the recent telecasts, TV networks are not going to start spending significant money on the league without tangible evidence that people are willing to spend money on it (that is, pay to see matches). The current TV deal is a barter arrangement, brokered by the wealthy Anschutz, seen by most as a benevolent effort to keep interest in the league afloat in an iffy economic period. Clearly, the league needs to be putting on its show in more places, and it needs more investors to help it do that.

And ultimately, on a market-by-market basis, the league must take all of those who have been involved in youth soccer one way or another, and convert that interest into enthusiasm for the professional game. In that regard, getting people's attention with the finest stage the world of soccer has to offer, is all good.

[Gil4]

RE: Where to go from the World Cup.

Most likely into hibernation for four more years.
Maybe a small bump for MLS, and a few more fans for Landon Donovan, who may or may not continue to play in the U.S. Soccer is still in 5th place in a 4-sport field (at best.)

[oldsalt]

Most likely into hibernation for four more years.

Y'know,watching soccer has almost the same effect on me,sometimes I seem to ssnnnnnnnzzzzzz.

[Prof_C_David]

As if the the rest of the world doesn't have enough reasons to hate us, are we soon going to be dominating the world of soccer too? Soccer has always been the one thing we suck at, our only saving grace in the eyes of the world.

[capitan_refugio]

When the U.S. Women's team won the World Cup a few years ago we saw an immediate and sustained bump in our registration in the local soccer youth league (AYSO). Although I played some soccer myself as a kid, I have been involved in youth soccer for 10 years on several levels and in several roles (spectator, asst. coach, coach, referee, administrator, trainer). I have watched the growth of youth soccer in southern California. There are double the number of tournaments today than there were just 6 years ago. I have also seen the growth in the numbers of teams that compete on the club level, as well as the development of the purely recreational leagues. Also, the adult leagues (male and female) are fielding more teams (we recently got an "over-40" league going). We are getting to the point where field scheduling is tight.

Admittedly, we have a strong hispanic base in southern California, but the growth has been across the board. The point that a top-8 finish by the men's team will not have a great impact is probably correct; however, exposure of high-level soccer will have an effect.

[Eastbound]

"Considering the TV-ratings boom the U.S. matches enjoyed, it is safe to say many Americans who never had before, paid attention to the game, and even seemed to enjoy it."

Given as much hype, 'many Americans' would watch a tiddly-wink tournament. I don't think we'll have to worry about soccer becoming a 'pay-for-view' soon. Besides that, we don't like sore losers throwing rocks at our cars, the revenge of cowards.

And another thing! Ever wonder why there are no 'hooligan' shenanigans at American sports events? Because those goons know the average American spectator could and would set their clocks back to ZERO! Then, perhaps the excitement-starved fans at soccer games go for the action in the stands more than the action on the field. But those bozos haven't lived until they've encountered the wrath of your average 90-pound weakling who gets cut off in Expressway traffic. Can you say, "BLAM?" Thought so. Or wait until they see what happens if they are unfortunate enough to accidentally spill beer on Wheel-chair Granny's hot dog at a NASCAR race. . .especially if they are wearing airport security guard uniforms.

Naw! If the players don't wear 'Bronco' uniforms, it just ain't a sport. Nothing personal, but if I want to go see a bunch of daisy-pickers, I'll take a trip to 'Boot Hill' and pay my respects to some real men.

< /sarcasm >

[driftless]

Although a few of the people I know at work watched some of the games, no one talked about it in the lunch room not even after the last game. Few Americans still care. I watched parts of a few games, but it was tough waiting through all the non-action before someone got into position to attempt a shot on goal which usually failed. Take three players off a side and shorten the field by twenty yards and soccer could be a great game. Also allow striking the ball with a closed fist.