The MLS Soccer Marketing Conundrum

Thursday, August 5, 2010

The MLS Soccer Marketing Conundrum

Let's face it, soccer has never been one of America's favorite sports but with the construction of seven soccer-specific stadiums (bringing the total to nine) in the last six year and the signing of European stars like Thierry Henry and David Beckham to MLS (Major League Soccer) teams, the U.S. is trying, really trying to stir up interest in this world beloved game.

If the viewership numbers from this year's World Cup are anything to go by, it would seem that American interest is increasing, albeit slowly, as more than 24 million fans tuned in to watch the Final between Spain and the Netherlands, a figure greater than the average viewership for last year's MLB world series games. But the M.L.S. (Major League Soccer) has yet to find a way to capitalize on the growing interest in the sport which would catapult the league to the status of the NFL or NBA.

An article on the Bleacher Report website attributes this to the fact that the MLS marketing crisis may stem from the lack of a veritable star. The writer says, "The main reason for the slow uptake of the MLS is because of the player personalities, or lack thereof. Landon Donovan is clearly the face of not only the MLS but of American soccer. Donovan has the talent, but not the personality". The great American sports, he contends, are built around the star player with the star personality who has lots of crossover appeal and so far the MLS hasn't found that person. 

And we here at Talk 'n Ticker would have to agree. The NBA has guys like Shaquille O'Neal, Dwight Howard and LeBron James and the NFL has folks like Terrell Owens, Peyton Manning and Tom Brady. Their personalities and mainstream appeal have undoubtedly generated interest in them and subsequently their games. Of course it is not so simple. The best soccer players are wooed by the English Premier League with it's potential for fame and the promise of a far bigger paycheck than the MLS can provide. Corporate sponsors in turn are hesitant (and rightly so) to invest as heavily in a sport where the talent is mediocre and the fans are few and so it becomes a vicious cycle.

Terrell Owens

It's apparent that MLS soccer needs that guy, the guy who may not be the best player but acts like he is the best player. That guy who is always slightly controversial. That guy who stays in the news outside of soccer. That guy who trash talks the other teams but manages to come off as passionate about the sport.

If the MLS would like to see its support base grow, alot rests on the development of the players to be recognizable personalities both on and off the soccer field. Whether it's through more intense media relations or increased social media engagement with fans, players need to rise to the occasion if this league is to reach the stature that it is capable of reaching.


~Khaila

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