Soccer In The States Reaches It’s Tipping Point…

March 17, 2010 by Joe Favorito · Leave a Comment 

As mentioned in a post earlier this week, March  could be a great jump starting point for several properties.  One was IRL, the other really is soccer in North America.  Although MLS certainly has made its solid and steady strides in the past few years, the opening of a new stadium in the New York area, the launch of a new franchise in Philadelphia, the continued growth of success stories in the Pacific Northwest and the World Cup, can maybe, just maybe position soccer for its growth to the next level in 2010 and beyond. However with all the yin of positive vibes, there is still the yang of a potential work stoppage, still sluggish TV numbers and the ever-present issue of quality of top-level play that hang in the distance like a coming rainstorm.  So can soccer…MLS, youth soccer feeding in, and even WPS…finally, finally make the jump in 2010?

MLS Cup Sets Template For Future Soccer Success…

November 24, 2009 by Joe Favorito · Leave a Comment 

One of the most significant games in the history of professional soccer took place in the Pacific Northwest in the late summer of 1977, when the New York Cosmos, led by the legendary Pele, won their first North America Soccer league title by defeating the original Seattle Sounders 2-1 in Portland Oregon. This past weekend, perhaps the most important game since then in the evolution of professional soccer in the United States again took place in the Pacific Northwest, where a crowd of over 40,000 saw Real Salt Lake defeat the Los Angeles Galaxy 2-1 on penalty kicks to take the 2009 Major League Soccer title?

Can Soccer Take Advantage Of Its Big Kick?

June 26, 2009 by Joe Favorito · Leave a Comment 

Within a 24 hour period this week, the brand value sport of professional soccer in the United States took a huge jump. First came the coups of ESPN scooping up the Premier League from virtually bankrupt Setanta Sports, followed by the US’ stunning 2-0 win over Spain in the Confederations Cup, followed closely by Steve Nash’s second annual grassroots soccer fundraiser in a New York park, along with the Sports Business Journal piece that WPS is doing better than expected. From the grassroots to the professional, all seems to be going well. Now is there a way for some brand, or a series of brands, to take the good news, tie it in a package and use it as the latest, and strongest, all-encompassing boost for a sport that was already well positioned going into the recession (because of their structure and cost cutting measures) but now has a variety of platforms that are highly visible to attach to? We shall see. Of course Confederations Cup final against Brazil still remains, but the continued interest of Nash (who will be part of the ownership group for MLS Vancouver) as an ambassador with both the world class pros he brought to New York and with his NBA friends, plus a steady women’s product gives the sport another boost while others are struggling. However for brands who have held back on investment waiting for the economy to turn or the right opportunity to invest in, maybe this weeks series of events for soccer will get them a well placed kick for new activation and partnerships.

Soccer Kickin It In The Great Northwest…

May 17, 2009 by Joe Favorito · Leave a Comment 

While the NHL deals with the mess in Phoenix and rumors abound about other struggling franchises, MLS continues to make smart moves to grow the business for the long term. The new Seattle franchise and their quick success on all levels shows that calculated growth can make sense. By starting with the franchise as a base and building the rivalry hub for the future with expansion into two other underserved markets in the summer months…Portland and Vancouver…both of which had previous success in the sport…is a huge visionary move for the brand. Seattle’s success combined MLS move to bring in people who knew the region (like former Seahawks exec Gary Wright), talent which was established and not haphazard and an embracing of all that has been successful in terms of tradition in the area, right down to team colors and name choice. While many franchises and brands look to be bold and set themselves apart with brash colors and loud statements, the MLS club embraced all that is good and built quickly, a model which will probably be copied with the upcoming expansion. Now is all great with MLS in this economy? No, as evidenced by Michael Lewis piece on the Red Bulls issues at the gate in his Big Apple Soccer piece. But with success stories like Seattle, MLS has again shown that they have learned from others as to what works, and can create an effective startup brand under the tightest of markets that can embrace and grow with a community.

Alive and Kicking…MLS Starts Another Season With A Boost Out West…

March 18, 2009 by Joe Favorito · Leave a Comment 

Maybe it’s because they are the least mature of the larger sports in North America, maybe its because they started with the single entity model and knew how to operate and build brand more lean and mean, or maybe its because their grassroots base combined with their breakthrough is still to come, but Major League Soccer, even in this economy, appears ready for more steady growth and even expansion and new brand building. With the season beginning this Thursday, the buzz, at least locally, is already a great sound with the new Seattle franchise, and it could be a breakthrough year for the league. The announcement that VW has reupped their multi-level partnership, including their large presence with the DC United, was broken by Tripp Mickle in this week’s Sports Business Journal, which had a number of extensive pieces on the league and its leadership. Now is all roses with MLS? No. They are starting at one of the busiest times on the sports calendar, between the WBC, March Madness, NASCAR and now golf and tennis beginning heavy US play, and their preseason really takes place in virtual silence in most markets. Even with those challenges though, the brands they have come back, they are finding more ways to activate with youth in key markets, the soccer-specific stadiums are finding their niches and even the Red Bulls advancing to the finals got some much-needed buzz in New York. They have affordability and youth and a good in arena show for all, even if the TV transition has yet to get there. MLS digital play continues to improve and speak to the core, and with additional brand activation in specific markets, maybe just maybe, if they continue building stars and the off-sports buzz, they could be the first to capture additional marketshare while many other brands are struggling to hold on, or as in the case with many niche brands, just fade away.

The Best Positioned League For The Downturn? MLS.

December 24, 2008 by Joe Favorito · Leave a Comment 

As most of the larger and higher profile leagues, and even some of the minor ones, slashed staff and cut below the line excess, one league that held ground, and may be able to gain marketshare with promoion and brand building, was Major league Soccer.  Michael Lewis on the Big Apple Soccer blog had a good look at why and how MLS was able to keep the status quo for staff and could be poised to reap the benefits when the economy swings back.  Soccer remains the world’s most powerful game, and even with the excess spending that has gone on in the Premier League, the game is still adapting and growing in this country on the professional level.  MLS has done a great job of slowly building their model and not overspending.  With the New York Red Bulls making it to the MLS Cup this year, the team pushed MLS into some solid coverage with the casual fan, which will hopefully translate into more interest as Red Bull park opens next fall. MLS has also done a great job of being innovative and introducing sponsors into major sports with effective promotions and added value (VW’s sponsorship and game jersey deal with the DC United being a good example), and that too may benefit more as brands look more for ROI.  Now will some of the fringe spending go away?  Yes.  But of all the major sports, MLS and the NBA in the U.S. have the best grassroots base at this time, and MLS is already used to being lean and mean…a prospect the other big brands…MLB, MFL, NBA, NHL and NASCAR…have all learned pretty quickly.

Grey Cup, MLS Cup Go Head To Head In November Against…NFL?

November 23, 2008 by Joe Favorito · Leave a Comment 

It is the Sunday before Thanksgiving in the United States.  The beginning of rivalry week in college football, with OSU-Michigan and BYU-Utah having already taken place.  College hoops is well underway, and the NFL is…well the NFL.  NASCAR is putting a ribbon on a season, the NHL is solving problems in local markets so most sports fans, even the casual ones, are looking to watch NFL or move their sports mentality indoors until pitchers and catchers take us back outside in February.  So into that mix comes two very marketable, very viable championships…the MLS Cup in LA, featuring a major market (New York) for the first time, and the CFL Grey Cup, with a good east meets west matchup.  Unfortunately given the time, both highly marketable and interesting events may get lost in the casual sports shuffle on this busy Sunday afternoon.  Why? 

MLS Activates With An All-Star Display…and RIP IFL…

July 25, 2008 by Joe Favorito · Leave a Comment 

No it wasn’t the high rated drama that MLB had for its All-Star extravaganza last week, but from a grassroots, drama and activation standpoint, Thursday’s MLS All-Star game in Toronto was more proof of the worldwide game continuing to get a stronger foothold in North America.  Even with rainy weather (hence not the benefit of MLB being indoors at the Javits Center) the in-depth activation of MLS corporate partners was strong and (as outlined by Tripp Mickle in the Sports Business Daily today) and integration of corporate partners in everything from the ESPN broadcast to offsite activities with kids showed how much MLS has grown as a business property that understands its audience.  Also unlike other All-Star events, putting the MLS stars against a top European foe in a friendly gave the game added dimension and fan appeal, and was a huge messaging point in showing how much the quality of MLS has grown.  Drop in Comish Don Garber’s well timed and very newsworthy (expansion) state of the game announcements and his drop-in on ESPN, and well as some great player profile items to give the casual fan info about MLS’ rising stars, and the entire package was a bonanza for all involved.  Now were there some weather issues and some questions of fan protest?  Yes.  But overall for a league gaining market share it was a nice jumping off point for the rest of the season and beyond.