Ways To Effectively Promote Soccer in the US
Why do Americans hate soccer? Soccer is by far the most popular kids sport. Why is it abandoned as they get older? The misconceptions, lack of knowledge about the sport, and awful marketing strategies are at the heart of why soccer’s future is doomed.
1. Not Enough Focus on the Top European Leagues
I wrote it this way, because the other way would have been, “too much focus on MLS” and I honestly don’t want to offend anyone associated with Major League Soccer. It wouldn’t be fair because MLS is not the problem.
Americans are unfamiliar with soccer. If my job was to sell baseball to someone who doesn’t know much about it, would I show them an inferior minor league game, or a thriller between the Yankees and the Red Sox? Exactly! I’m not saying less MLS coverage. I’m saying MORE top European league coverage. Without the Premier League and La Liga, MLS is carrying too much weight on its young shoulders.
2. No TV Advertising and Access to Free High-quality Matches
Weekends come and go and I sit glued to the TV anticipating the big match of the day – Real Madrid vs. Barcelona or Man United vs. Liverpool. But, I hear nothing about it on TV. There’s no advertising, no commercials on channels other than the usual Fox Soccer Channel and GolTV.
The problem is that these soccer channels are part of a premium “sports package” and they’re not readily available to everyone. At the time of this writing (Sept 6, 2011), DirecTV and Dish Network charge between $7/month and $13/month to gain access to FSC. Want Fox Soccer Plus channel? Add another $15/month! How do you expect to grow if you don’t reach out?
Make these “classicos” the focus of television advertising in the US and give everyone access to the best soccer programming for free.
New fans might actually find these higher-quality matches entertaining and existing fans won’t look for it elsewhere. Yes I’m talking about illegal download sites. DISCLAIMER: As a musician myself, I’m 100% against pirating sites. Cable and satellite providers can either provide excellent soccer coverage for free and profit from the ads, or make ZERO profit when fans watch games live illegally on their laptops.
3. The Commentators and Analysts in the Big Networks are Hurting the Game
Alexi Lalas. What does he know about about European clubs’ history or players? Now I’m not saying he is not intelligent. There are different kinds of intelligence, but just because he played at a professional level does not make him an expert soccer analyst. Great players often do not make great coaches – Maradona!
Knowledge of the sport is the only prerequisite I have when it comes to soccer analysts. Whether they are biased, introverts or extroverts, that matters less. Actually, if they are biased but “know” soccer, I may tune in just to disagree with their comments. However, this is not the case with Lalas. I DO NOT watch Alexi Lalas so I can hear what he’ll say next! I immediately change the channel to Univision.
Growing up in Europe, I can say that listening to radio coverage of a match was far more enjoyable than listening AND WATCHING any soccer match currently on ESPN.
What can they do? Actively pursue knowledgeable fresh personalities to take US soccer to the next level. It’s a shame that FOX made Eric Wynalda as the voice to promote soccer in the US. He is a reason why Americans are reluctant to watch soccer on FOX. Kyle Martino of FSC and Ian Paul Joy come to mind as soccer analysts I could listen to all day. They know the game!
4. If you’re Trying to Sell Soccer to Americans, Sell It More American!
Non-fans cannot reject what it means to feel AMERICAN. They can’t help it when they watch this Youtube video, which by the way has 3,649,510 views to date!
And that’s what soccer is all about! From the moment the national anthem is played, to the sweat, guts, and finally the extra time glory. It couldn’t be any more patriotic.
As mentioned earlier in the article, MLS is still in its infancy. I believe one day it will eventually become a powerhouse league. For the moment, we have great American players to celebrate. Players who perform at the highest level in the top European leagues. They also happen to play for the US national team. Sell it that way! American soccer stars delivering at the top level around the world while still giving their all for their country. Clint Dempsey, Jozy Altidore, Tim Howard. They all have one thing in common which I’ll get to next. For now, try to interpret how this soccer video makes you feel.
To me, it’s exciting, touching, inspirational, and most of all AMERICAN.
5. Change the Image of the Sport
Although an amazing player in his own right, Landon Donovan is not the star to sell soccer to Americans who hate soccer. Awe-inspiring interviews? More like yawn-inspiring.
The modern game is more athletic and physical than ever. Players are getting bigger, stronger, faster. Therefore, play highlights Americans love! I’m talking more clips of brutal hits, blood, everything. Show more of this:
Physicality is a part of the sport. Whether you like it or not, the fact is that violence sells in America. Personally, I find the artistic side more enjoyable to watch. But aggressiveness is a huge part of the game of soccer and fine with me as long as it’s clean. I’m not nor was I ever a pro, but here’s my personal injury list:
Broke both wrists
- Torn ACL, meniscus, chipped bones on left knee… That alone landed me two knee surgeries (so far)
- Multiple concussions. If I’ mnot makin g a ny sens e that’ s pr obabl y why
- Torn thigh muscle, hamstrings, groin, pulled back, hip injuries, dislocated shoulder, twisted ankles, permanent scars…
Soccer is a dangerous sport. Not only do Americans like dangerous, they celebrate it. Often you’ll hear, “Well, I want my kid to play a man’s game.” Having tough-guy soccer heroes will change that misconception. That’s where Clint Dempsey, Jozy Altidore, and Tim Howard come in. All are near 6ft 2in and tough as nails. Americans can relate to these guys.
If you don’t think that’s being true to the sport, just realize that you have to attract attention first. Once they’re “in” as fans, they’ll see the true side of soccer – the beautiful, artistic, fun side. That’s why the names above are perfect. They’re not just tough, they’re fun to watch.
Speaking of fun…
6. There’s a Reason Why Soccer is By Far the Most Popular Sport with Kids
Children teach us just by being children. Children laugh and cry. They shout and scream. They fall and get back up. They live to have fun. And they play soccer! Market this truth in a deep way to sell soccer to Americans.
THE TRUTH ABOUT SOCCER
The game unfolds slowly. You must interpret your opponent’s moves and also your own team’s actions.
You adapt and make changes by thinking on your own. Although a team sport, soccer is very much like boxing where even though you may have an overall game plan, things change quickly on the field and you must make decisions on the spot.
You are given help in the beginning and at half-time. The rest is all up to you.
The key to winning is quite simple. Pass and move. The simplicity of it encourages the artistic side to take over. Soccer is a form of self-expression because its simplicity allows it.
Although each player has his/her own unique role (keeper, defender, midfielder, forward), they all work for the same goal. Each player shares an equal responsibility. Incredible accomplishments are achieved when they synchronize as “one.”
The game presents few goal-scoring chances. To achieve success, these opportunities must be seized. Soccer could pretend that each goal is worth 3 points, even 6 points, but why lie to yourself? Accept this truth and embrace it as a strength, not weakness.
The game begins and must end. Only the referee knows exactly when the game will end. Every player gives everything until the final whistle because it’s something they can’t control. They must play now.
TRUTH FOR 90 MINUTES