We should always want to be learning, and one of the people I always learn something from is Doug Verb. Like me, Doug has spent a lifetime on the edge of sports business and media, always taking a different look and zigging while many zag.
As founder and president of ACTION Sports America, he has developed and managed sales promotions involving all the major pro leagues and college conferences. In 1997, Verb began the international marketing of the “World’s Largest Jersey” and the “Hot Dog Launcher” promotions. In 2001, the company added the ‘BIG BALLS’ fan interactive promotion and FANZONES Personalized Jerseys. In 2004, Verb moved to Las Vegas and began to develop the Las Vegas International Cycling Championship, The Ultimate 3on3 Challenge, World Series of Golf, and took on Pepsi, Genesco Sports, The Orleans Casino Arena, and Amplify Sports and Entertainment as clients.
He has served as a consultant to the NBA, Miss America Organization, KCBS Barbeque competitions, Billiards Congress of America (BCA) and individual clients who seek professional sports franchises, retail [FANZONES] and mall customer loyalty programs, event creation and execution in addition to producing commercials and video presentations. In 2012, Verb trained to become a mediator and opened Action MEDIATION, a new professional practice that utilizes a proven process to help teams and leagues reach a resolution when in a contentious conflict.
Doug spent 5 years with Global Television Sports, departing as president in October, 1994. At Global, Verb produced three-day weekend basketball (NBA’s “Hoop-It-Up”) and volleyball (“Volleyball Blast”) festivals in New York, Philadelphia, Washington, and Baltimore. He added exposure and grandness to the large-scale grassroots participation events with regional television. Prior to joining Global, he was a Director of the inaugural Tour de TRUMP; the country’s largest cycling event, supervising the five-state, 13-city race.
However one of the best startups was one of the first. In 1978, he helped start the Major Indoor Soccer League (MISL) and, after five years in the League office, established attendance and revenue records as President and CEO of the league’s Chicago franchise. During his six-season tenure, the Chicago Sting won an outdoor league championship, while Verb produced two League All-Star Match spectaculars, formed a five-state TV network, and created the area-wide Chicago Tribune Youth Soccer Tournament. Involved in soccer for a decade, Verb was associated with all levels of the sport from youth to international games.
With soccer such a growing property in the U.S. and MISL just having celebrated a retrospective anniversary with many who helped launch a business which may sometimes be forgotten, we caught up with Doug to look back, look forward and look to learn lessons even more.
What was the biggest lesson learned from the launch of MISL?
Anything is possible… especially if you don’t know any better. On Oct. 15, 1978, we knew we had 6 teams and a mandate to make the game exciting and for TV. The 4 of us (Earl Foreman, Ed Tepper, Joe Machnik & I) – 3 having never kicked a soccer ball – started building the game, rules, bi-laws, field specs, equipment, 
standard operating procedures, presentation, etc., etc. On Dec. 22, Pete Rose kicked out the 1st ‘Rocket Red’ MISL ball. Incredible. In just 68 days, we started a new sport and a new pro league.
Are there elements of storytelling and marketing that worked then that have fallen by the wayside but should still be in the mix?
Everyone involved was a marketeering salesperson. With a pioneering attitude everyone was always accessible.
You have been around many startups in sports; what’s the biggest mistake business make that slow them down?
Ownership’s lack of realistic expectations and their place in the sports hierarchy (“You’re not the NFL”). Too many times, successful business men jump into sports and lose all their business acumen and most of their morals.
What were some of the innovative firsts of MISL that still work well today?
Certainly, the show – from the smoke & music of the player introductions to the entertainment at breaks. We were roundly criticized by the establishment (“You’re making a mockery, a circus of the game”), but in a few years the networks started showing the Bulls intro… “a guard from North Carolina, #23…”
** We were the first to put signage on the dasher boards and sponsor logos on the field.
** Realizing 40% of our crowds were women (20-25% in other leagues), MISL played the sex angle. Teams used themes (i.e. “Hot Legs” “Hot Winter Nights”) and women responded, citing “they’re average sized guys, we’re close enough to see their faces, some European flair, and they’re running around in their underwear.”
There is still some pro indoor soccer being played today; what lessons from the past should be brought back in?
Be properly financed, set a higher standard for franchise inclusion, move to major markets & arenas, and work harder to maintain a first-class image.
Given the bigger awareness for the game today, could MISL be relaunched as a property or is the window gone?
Over the years, a few former MISL pioneers have floated balloons. And, there is a plan out there. It calls for $30M in seed investment to restart it properly.
**At the MISL40 Reunion we played a fantasy game: Imagine where we’d be now if the 25 markets who had MISL franchises were preparing for the 2019-20 (41st) season?
Tell us about Giant Jersey, how that came about and how is it going?
Modell’s Sporting Goods was a client and told me about having a Flyers jersey that fit on the statue of William Penn atop City Hall in Philly. They didn’t make the Cup Final in ’96, but the Yankees were going into the Playoffs. I traced the size of the Flyers jersey and had a 15-foot tall replica made of the Yankees jersey – with a Modell’s logo and a “Gotta Go to Mo’s” stripe on the bottom. As the Yankees moved to the World Series, we made 75 appearances in a month throughout the 5 boroughs, gained multi-millions of media impressions, created a radio contest (“Find the Giant Yankees Jersey”), appeared on Letterman, and everyday 2-3 TV news outlets followed us. Two Giant Yankees Jerseys were the lead float of the Canyon of Champions parade – with 2 more Giant Jerseys hanging from Modell’s stores along the route, and two others on the podium at City Hall. Over 160,000 people signed the 6 Giant Jerseys and a pair of charities benefitted.
**The following season the Flyers made it to the Cup Final and we placed the Giant Jersey on Billy Penn – after it appeared at every Phila. store. USA Today ran a photo of the World’s Largest Flyers jersey on its front page.
** Now closing in on 500 Giant Jerseys produced, they have appeared at all our major sports and in England and Australia.
What’s the biggest challenge with the business today?
How to bring in the next generation and accepting the loss of control of the players, especially to social media.
Of all the lessons you have learned in your career, what’s the one that is the most important one?
Make relationships… stay in integrity… and open ears allow for open minds.
