When it comes to David Beckham, let?s get one thing clear: Soccer in America has never been better and the real reason the international superstar is here is to inject life into Major League Soccer.
It should work. He?s one of the most marketable athletes in the world. He carries himself like a rock star, complete with a beautiful wife and a contract that will pay him a reported $250 million over the next five years.
Will Beckham boost attendance? It?s hard to say because he?s so much better than the rest of the guys on the field. Americans want to see the best, which explains why the Orioles attendance has plummeted during their streak of nine consecutive seasons. American soccer fans also want to see the best, which explains they?d rather watch England?s Premier League or Italy?s Serie A on cable or pay-per-view than buy a ticket to an MLS game. Why pay to see a Double A game when you can watch the major leagues?
Though it?s hard to gauge Americans? interest in MLS and the U.S. National team because it fluctuates, soccer is finding its niche.
Digital cable services like Fox Soccer Channel and Gol TV are seeing their ratings and advertising revenue rise as they broadcast professional soccer games from the top leagues in Europe and South America.
Sirius satellite radio dedicates five hours each day to soccer talk and broadcasts at least four Premiership games a week and all the European Championship games. And that?s just the start. Expect the company to expand it?s soccer lineup this year, especially with Beckham, the world?s most recognized soccer player, playing in Los Angeles, one of the country?s biggest markets.
Meantime, ESPNU and CSTV are making a concerted effort to acquire television rights to broadcast college soccer. Many European leagues, including Germany?s Bundesliga, have taken notice.
“Establishing the Bundesliga brand in the U.S. is very important to us and we feel that broadcasting our games on GolTV is a great start,” said Christian Seifert, Chief Executive Officer of the Bundesliga. “The network airs the games both in English and Spanish, accomplishing our goal to market our product to a new, bright and rapidly growing fan base as well as the very loyal Hispanic fans of soccer in the U.S. The United States is an emerging power in the game and we have plenty of fans from coast to coast who follow our league and we want that number to grow.”
Paul Smith, the Director of Business for the English club Chelsea, which faces Beckham and the Los Angeles Galaxy in an exhibition Saturday night at 8:30 on ESPN, said Chelsea recently signed a deal with Disney to increase its exposure in the U.S. The deal makes Chelsea the official professional soccer club of Disney?s Wide World of Sports and presenting sponsor of the Disney Soccer Showcase Series.
“Chelsea is committed to assisting and promoting all levels of soccer in the United States and youth soccer is a massive part of that,” he said.” Disney is at the forefront of that movement in the US on various levels. This partnership is groundbreaking for both sides.”
Chivas, one of Mexico?s top teams has an affiliate in the MLS, Chivas USA. And of course there is Crystal Palace USA, the United States Soccer League team that plays at fields throughout the Baltimore-area. It?s 102-year-old parent club fluctuates between playing in either England?s second or third tier league.
It took a little longer, but soccer teams in other countries are finally tapping into overseas markets, which is exactly how Major League Baseball, the National Football League and the National Basketball Association became global brands.
So welcome to America, David Beckham. Though Major League Soccer is certainly happy to have you, soccer in American had been doing just fine before your arrival.
What impact will Beckham have on U.S. soccer? Respond below in our comment section.
