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.
Aug 30, 2014, 12:06 AM EDT
The Houston Dynamo downed Sporting Kansas City, 3-1, at Sporting Park on Friday night.
Aug 29, 2014, 10:49 PM EDT
Will Bruin’s close-range finish put Houston ahead of Sporting Kansas City, 1-0.
Aug 29, 2014, 9:55 PM EDT
Orlando City SC midfielder Yordany Alvarez retired from professional soccer because of a medical condition.
Aug 29, 2014, 8:59 PM EDT
Paulo Bento didn’t name Cristiano Ronaldo in his squad for Portugal’s Euro 2016 qualifier vs. Albania in early September.
Aug 29, 2014, 8:00 PM EDT
Watch the MLS match between Sporting Kansas City and the Houston Dynamo live on NBCSN.
Aug 29, 2014, 6:00 PM EDT
A new system would benefit domestic club winners by separating the teams into different pots.
Aug 29, 2014, 5:43 PM EDT
Louis van Gaal thinks Luke Shaw has been coping with his injury problems well.
Aug 29, 2014, 5:00 PM EDT
The Arsenal manager will remain quiet to the media until the transfer window closes as rumors swirl around the Emirates.
Aug 29, 2014, 4:30 PM EDT
Alessandro Del Piero is going to the Indian Super League’s Dehli Dynamos, bringing to surface political debate in Italy.
Aug 29, 2014, 4:00 PM EDT
The defending champions will look to open the season with three straight wins as Stoke City visit the Etihad.
Aug 29, 2014, 3:59 PM EDT
Southampton may acquire Brek Shea via loan.
Aug 29, 2014, 3:25 PM EDT
Wrapping up our journey through the Premier League with the last five alphabetical names out of the 20-flight teams.
Aug 29, 2014, 2:43 PM EDT
The one-time largest transfer in Premier League history is moving to Italy on loan, the Stamford Bridge club confirmed today.
Aug 29, 2014, 2:21 PM EDT
News from the senior teams for the United States men and women comes across the web this Friday afternoon. What’s cooking? Head inside.
Aug 29, 2014, 2:15 PM EDT
Brendan Rodgers liked what he saw in training from the club’s newest signing, but says the troubled Italian must change his ways at Liverpool.
Aug 29, 2014, 1:38 PM EDT
The Old Lady went an absurd 33W-3D-2L last season, busting No. 2 AS Roma in the nose by a meager 27 points.
Aug 29, 2014, 1:10 PM EDT
A Diego Costa injury could hurt Chelsea’s chances as the Toffees look to rebound from a tough draw against Arsenal.
Aug 29, 2014, 12:49 PM EDT
Manchester United, Liverpool, Newcastle, PSG and Arsenal all make the transfer churner to end the workweek.
Aug 29, 2014, 12:25 PM EDT
Can Paul Lambert and Roy Keane convince the midfielder to come to Villa Park?
Aug 29, 2014, 12:10 PM EDT
LVG says the addition of ADM won’t change his approach to building how United plays soccer.
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