MLS 2010: Will Football Finally Take Hold in the US?
29th June 2010
As the USA head home from South Africa, Chris Nee asks if the MLS can take advantage of Donovan´s World Cup moments...
I´m an England fan. Save for the odd drop of Irish blood (well, 50%), I´d say I´m English to the core. But I´d be lying if I said I didn´t smile from ear to ear when Landon Donovan prodded home the goal against Algeria last Wednesday that sent the USA to the top of Group C. That late winner set the pulses racing even in the USA, a nation notoriously reluctant to adopt the world´s favourite game, and set up a last 16 date with Ghana.
Ultimately, Bob Bradley´s side would fall to Africa´s only surviving representatives thanks to a couple of lapses in concentration and ruthless punishment by the Black Stars. Once again the team spirit and determination of the USA showed through as they came from behind yet again to take the match to extra time. Donovan was the hero once more in a match which caught the American imagination. TV ratings for the Ghana game came in at 9.5m, roughly half that typically achieved by the NFL post-season.
It leaves one question hanging in the air above Major League Soccer headquarters: will the interest stick?
It´s a question that has been posed by plenty of commentators over the past week or so, many of whom have a more intimate relationship with the American football scene than do I. There are football fans in the USA already, and they´re not all keen on MLS. They prefer to watch the Premier League or La Liga. But here´s the thing: football is addictive. Brilliant, unifying moments of football glory are even more addictive and there is reason to be optimistic that Donovan´s three goals will help to contribute a couple of tens of thousands to the football community.
Add to that the impressive bouncebackability (sorry, even I threw up a little bit when I typed that) and a justifiable sense of unrest after a couple of outrageous decisions went against the US, and you´ve got a cocktail capable of snaring some fresh support. Discounting the Europhiles most reluctant to follow MLS, there´s a good chance that casual fans and even those with no previous interest might just have found the experience infectious enough to get involved in their local football scenes.
In a weird way, there´s a parallel between MLS and non-league football in England. Both must exist in the shadow of the Premier League and need to make the most of being real, earthy and local. The USA´s performance in South Africa isn´t going to suddenly transform the USA into a full-on nuts-out football country, but it´s definitely raised both awareness and media interest. Even if that interest focuses on the world game or the Premier League, for example, it might well trickle down - or rather across - to MLS level.
Of course, MLS has a responsibility now to make itself known to any new football marketing seams opened by the World Cup. The league´s suit-in-chief Don Garber isn´t universally liked but he tends to understand the need for effective marketing and generally looks to target the right kind of people. He´s already expressed his hope that the excitement created by Bob Bradley´s US national team can benefit the teams in Major League Soccer.
"Right after the World Cup we´ll be playing soccer in people´s home markets in great stadiums with great players," said the commissioner. It´s exactly the right outlook but it will not necessarily go to plan. Realistically, World Cup fever was probably just one more USA win away from getting a genuine foothold in the USA and the possibility of bringing in a large number of new fans is inextricably linked with that thrill factor. But there are videos knocking around on the web showing the nationwide joy triggered by Michael Bradley´s equaliser against Slovenia and Donovan´s vital goals against Algeria and Ghana, and that feeling is not one that´s easily forgotten.
Fans on the cusp of heading out to get their live local football fix would do well to remember that the crucial American goals in South Africa were not scored by global superstars playing for the biggest clubs in Europe and competing in the Champions League season. They were scored by Landon Donovan, the captain of a Major League Soccer outfit. He has the quality to do all of the above, but he plays in California. Wouldn´t you pay to see him play every week? I would - not that he´ll be there much longer.
Chris Nee is the editor of twofootedtackle.com.
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Matt
:::2010-06-30 03:50:31
I´ve always been a soccer fan and I used to frequent many MLS matches until they shut down my hometown squad, the Tampa Bay Mutiny...not because of poor attendance or competitive issues, but because they couldn´t find a local owner for the team. They were a competitive team and drew well in attendance, so the decision to shut down made little sense to me then, and even if it made perfect sense for the league, I´ve always felt like MLS gave me the bird, so when I watch something besides the World Cup or the USMNT, I watch the Premier League - or I make the hour drive up to Tampa to watch the USSF D-II reincarnation of Tampa Bay´s beloved Rowdies.
J Shirley
:::2010-06-30 07:27:12
loving the MLS blogs here lately !! NIce job & keep em coming
j
:::2010-06-30 18:42:21
I hope it does stick. Football to conquer the world! Well written, cheers.
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