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.
Mar 10, 2014, 10:32 PM EDT
There’s also a freshness under Mastroeni, who oozes the respectability that comes from a distinguished career.
Mar 10, 2014, 9:54 PM EDT
The Black Cats have played three less matches than the Bluebirds and two less than the Baggies. A win over Palace would land them even with the Eagles.
Mar 10, 2014, 9:21 PM EDT
“What I said to the players is ‘get it out of your head. Go home, reflect a little bit and I will do my best to come up with something better.’”
Mar 10, 2014, 8:44 PM EDT
It wasn’t a pretty night to be in Turkey, as violent fans at Trabzonspor forced the abandonment of a match with rivals Fenerbahce on Monday night.
Mar 10, 2014, 8:03 PM EDT
What to do with the goal-scoring 34-year-old Scot who’s out of contract in June?
Mar 10, 2014, 7:25 PM EDT
“Kevin made a huge contribution to our qualification for the World Cup, he never let us down and now his dreams have died,” said Holland manager Louis van Gaal.
Mar 10, 2014, 6:42 PM EDT
Like Manuel Pellegrini and his distaste for a certain Swedish official, Wenger is also critical of UEFA slotting in a referee from a non-footballing power.
Mar 10, 2014, 5:58 PM EDT
MLS has become a decent destination for goalkeepers, with top internationals for Peru, Brazil and Panama plying their trades in the United States this season.
Mar 10, 2014, 5:25 PM EDT
Djalo, 27, hasn’t found his footing in Lisbon, playing in just three matches since then and spending parts of 2012 and 2013 on loan at Toulouse in Ligue 1, where he appeared 17 times.
Mar 10, 2014, 4:45 PM EDT
Arsenal has been handed a boost for their massive Tuesday task of reversing Bayern Munich’s 2-0 advantage in the UEFA Champions League’s Round of 16.
Mar 10, 2014, 4:00 PM EDT
“It’s like playing 1 1/2, 1 3/4 games in terms of damage to your body,” said Ryan Nelsen.
Mar 10, 2014, 3:25 PM EDT
That is not a lousy public high-five for a player, now, is it?
Mar 10, 2014, 2:53 PM EDT
Timbers skipper staying put, as owner Paulson takes to Twitter to rejoice:
Mar 10, 2014, 2:46 PM EDT
Five teams dominate selections, find out if your favorites were rewarded:
Mar 10, 2014, 2:32 PM EDT
Barcelona have lost two of their last three La Liga matches, can City inflict more UCL heartache on the Catalan club?
Mar 10, 2014, 1:55 PM EDT
Reds are in the red… but Champions League soccer could solve that and increase the club’s financial footing:
Mar 10, 2014, 1:05 PM EDT
After Shea apparently ‘flipped the bird’ Barnsley end his loan deal from Stoke early:
Mar 10, 2014, 12:55 PM EDT
USWNT lost two straight games, winless in three for the first time in 13 years:
Mar 10, 2014, 12:45 PM EDT
Find out why the FA has reprimanded a Newcastle player for breaching betting rules, as some PL players continue to break rules:
Mar 10, 2014, 11:52 AM EDT
See who dazzled and shone above the rest during Week 29:
- Third time’s the harm: Fan violence forces abandonment of Trabzonspor’s match with Fenerbahce 2
- If you had Pepe Reina in your “European star rumored for MLS” pool today, you win! 0
- US women lose second straight for first time since 2001 after ugly 5-3 defeat to Denmark 4
- Premier League Playback: Fifth place finish for Man United? Superstar Shaw, Arsenal’s big chance 0
- Bayern Munich star Toni Kroos fails to rule out Manchester United move 6
- Manchester United set to bid $50 million for Southampton’s star duo 0
- TV Ratings for MLS Season Opener Increase 283% in 1 Year
- Liga MX Radar: Michael Arroyo Scores a Quad
- Sounders FC Monday Morning Breakdown
- Maidana Stars in Impressive Philly Newbie Trio
- Barnsley Send Brek Shea Back to Stoke after Fight with Fan
- Yanks in Mexico: Torres Scores in Tigres Win, Garza Gives Solid Display
- Julio Cesar Put his Semester in Toronto at Risk
- Getafe Fire Luis Garcia, Hire Cosmin Contra as New Manager
- Former Sounders Teammates Rosales and Hurtado Faced off in LA
- The Clock is Ticking for Tim Sherwood at Spurs