The past week after the Super Bowl, the Today Show, in the midst of its Olympic buzz, welcomed a global star to its air. It wasn’t Russell Wilson and his freshly minted NFL title; it wasn’t Alex Ovechkin, headed for Sochi and the homestanding Russian team; it wasn’t Lindsay Vonn, readying for her on-air role for Sochi. It was David Beckham and he was talking not Barclays Premier League or World Cup, he wasn’t talking Super Bowl underwear ads. He was talking Major League Soccer, on a dreary morning where most of the Northeast was longing for pitchers and catchers in sports and most MLS teams were off in some warm clients training for a season still to come in most home markets.
The timing was great, and the announcement was simple; the global star was bringing his brand back to help the league jump once again in another warm weather location, this time Miami, as the new “owner” of the latest MLS expansion franchise. They don’t have financing or a stadium, the announcement was to let the world know Beckham had exercised his expiring option to own a team, and that choice would be Miami, a city where if you aren’t the Heat on a title run you have a tough time filling seats and capturing the attention of sports fans. Regardless of the obstacles, the day was a great one for MLS, which used the Beckham celebrity to inject itself into the global sports and business conversation at a time where they were a distant afterthought even in the soccer world which past midseason across Europe and is starting to ramp up for Brazil World Cup later this year.
The announcement was full of what MLS sells best; future hope combined with lots of buzz as it continues to build the quality of its play and the value of its franchises. It had all the right trappings; mentions of celebrity owners coming in, a call to action for the Latino audience dominant in South Florida to embrace a professional soccer franchise, a that an elite former player was now focused on creating a new legacy off the field in the game he loves, and a that a market where MLS had died years ago was now mature and ready to grow again, not unlike cities like Washington have done with baseball and Sacramento in some ways is going through with basketball. Miami is now a welcomed and potential great success story for soccer in America.
Now when the sizzle clears there is lots to be done and many questions to be raised; where does the money come from, who builds the stadium, can Beckham, with no managerial experience and lots of business initiatives, spend the time and hire all the right people to make the franchise a success as a business and as a soccer club, and even if he does, will the fickle Miami audience turn out? While a big announcement for sure, others questioned why the next franchise wouldn’t be in a more mature soccer city like Atlanta, San Antonio or Austin, vs. the risky move back to South Beach. However for today, having Beckham back in the fold was great news for MLS, and helps jump start a series of events for 2014 that can continue to propel the business of soccer in the States forward. It follows the popular partnership between the New York Yankees and Manchester City Football Club to add an expansion franchise to New York, and the string announcement to bring Central Florida, a very solid soccer market already, a club in Orlando all of which sounded good and brought buzz and like Miami, are still off in the distance as to what level of actual success can be achieved with such high expectations.
We all know in sport nothing is easy, and when dealing with real life drama on and off the field even the best plans and biggest dreams can go awry. However for MLS to cut through a cluttered February landscape already filled with Olympics, the Super Bowl business hangover, the coming NBA All-Star game and more than enough exciting college sports (not to mention Daytona for NASCAR and Pebble Beach in golf), was a huge score for soccer, and a move which has set the tone once again for what can be an exciting, and definitely intriguing sports business landscape not just for 2014 but for the next few years to come as these new franchises look to emulate the success of places like Portland, Seattle and Vancouver with lots of sizzle, and hopefully a steak to go with it, the latest one in the hands of one of the world’s most recognizable faces, now settling in in South Florida.