May 21, 2012, 10:30 AM EDT
About a week ago I shared a conference room with other journalists, cameramen and MLS commissioner Don Garber, who answered questions about the new stadium going up downtown and what it means to the professional game in the States.
In that room I found sad reminders that so many myths and stereotypes remain attached to the game – incorrect assumptions about professional soccer that stubbornly prevail.
Myth No. 1: That soccer still needs to “make it.”
Here’s a question straight from the 1992 journalists handbook: “When will soccer ‘make it?’ ” The thin query usually gets asked by a general news reporter or a newspaper columnist who doesn’t have sufficient depth of knowledge to ask a more pertinent question.
I always think the same thing: I’d like to query the questioner, “When will Thai food ‘make it’ here?’ You know, it’s not as big as Chinese food! It’s got to ‘make it.’ Right?
The reporter would probably say, “Well, it is what it is. What does it matter whether Thai food or Chinese food is bigger?”
It’s certainly fair if we want to discuss market share in the U.S. sports scene, or the competition for marketing dollars or strategies for cracking hard-to-reach consumer demographics, etc. But generally, the game is growing apace and doesn’t need to “make it.” That’s just kind of silly.
Myth No. 2: The marketing model is still about selling to families
I suppose the soccer world is more insular than I sometimes understand. People who follow the game understand how the professional game’s marketing strategies shifted so significantly about five years ago. It’s all about 20- and 30-somethings, about creating “real” fans. It’s about making the club matter, establishing a base of supporters who truly care about club, who rejoice at wins and sulk forlornly at setbacks.
It’s hasn’t been about suburban families looking for something to do on a Saturday night for a few years now – not in most markets, anyway.
But I forget that a substantial number of U.S. consumers don’t live in MLS markets – so we’ll need more time to kill off those old school beliefs about the tired marketing models. Because the questions about families and suburbs and pro soccer are still out there.
Myth No. 3: That professional soccer’s success and acceptance of the game at a greater level are inextricably linked.
Two words: they aren’t.
Major League Soccer is the game’s most visible property, so I get this one, that pro soccer is frequently linked to the development of the game at a broader level.
I get it, but that doesn’t make it any less incorrect.
Soccer as a game is what it is. It’s a popular activity, a great sport for kids, a staple of many ethnic communities, a sport with burgeoning awareness at international level, etc.
Now, “professional soccer” still has scads of room to grow – but that’s a different matter altogether. “Soccer” as a sport has ample societal acceptance here. (Who really cares if a few older white guys with a certain media influence still want to bluster about a “boring” game; there were more of them 10 years ago, there will be even fewer of them in 10 years to come. Believe me on this one.)
“Soccer” is not going away in the United States – no matter how fast or slow the game develops at professional level.
I suppose, all things considered, I should be happy that old guard general sports columnists and pretty news anchors don’t still ask if we should widen the doggone goals in order to promote greater American acceptance? I do believe, at very least, that we’ve finally killed off that one.
Jul 4, 2015, 11:23 PM EDT
On a day where Laura Bassett showed great resolve, England won over many neutrals.
Jul 4, 2015, 10:30 PM EDT
The U.S. hasn’t given up a goal in 513 minutes at this World Cup, heading into the final against Japan.
Jul 4, 2015, 10:00 PM EDT
Kei Kamara -> Ethan Finlay (x2) was all Crew SC needed to jump three places in the Eastern Conference.
Jul 4, 2015, 9:20 PM EDT
Eduaro Vargas and Paolo Guerrero beat all the big names to the 2015 Copa America top scorer’s award.
Jul 4, 2015, 8:00 PM EDT
The solidarity between Japan teammates — and between the two teams contesting the final — is remarkable.
Jul 4, 2015, 7:04 PM EDT
It took 99 years, but Chile are finally champions of South America after defeating Argentina in a penalty shootout.
Jul 4, 2015, 6:28 PM EDT
Steven Gerrard is winning points with LA Galaxy supporters before ever stepping on the field for his new club.
Jul 4, 2015, 6:07 PM EDT
Regulars in the latter stages of the Champions League, Bayern Munich and Atletico Madrid continue their summer spending sprees.
Jul 4, 2015, 3:30 PM EDT
We go once more at the 2015 Copa America. This time it’s Argentina vs. Chile for all the marbles.
Jul 4, 2015, 3:09 PM EDT
Carli Lloyd has taken rightfully taken over the spotlight, but Morgan Brian’s supporting role is no less important.
Jul 4, 2015, 1:18 PM EDT
Croatia’s most successful club has seen police throw its president and manager in prison.
Jul 4, 2015, 12:07 PM EDT
Popularity of women’s soccer has improved greatly the past few years, but there’s still much work to be done, and the US international isn’t happy with FIFAs parading of accomplishments.
Jul 4, 2015, 10:50 AM EDT
With the Dutchman set to turn 32 before the start of the league season, Manchester United may look to cash in on his star power after a down year.
Jul 4, 2015, 10:22 AM EDT
The German international didn’t get a first-team guarantee from Arsene Wenger, so he moved on.
Jul 4, 2015, 9:47 AM EDT
Stoke had an offer accepted by Inter, but two more clubs are reportedly in the mix for the Swiss international.
Jul 4, 2015, 8:31 AM EDT
Argentina looks to end a 22-year continental trophy drought against the hosts who have never won the Copa America.
Jul 4, 2015, 7:56 AM EDT
Your transfer activity on this July 4 morning.
Jul 4, 2015, 1:15 AM EDT
Tyrone Mears scored an absolute beauty late in the match to down a ten-man D.C. United.
Jul 4, 2015, 12:59 AM EDT
The English defender is still getting over the heartbreak of an own goal.
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- Lloyd, Brian prove crucial to United States’ turnaround at Women’s World Cup 2
- Report: Robin van Persie agrees to personal terms with Fenerbahce 4
- Copa America Final preview: Argentina looks for first title since 1993 against hosts Chile 0
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