As someone who fell in love with the sport watching the European game, I too was once vcry skeptical about Major League Soccer. I often criticized the quality of the league or the lack of tradition, as reasons not to watch it. That was a couple of years ago though, before I was hired as a Toronto FC beat reporter and had the opportunity to cover the league in depth and up close.
While the quality of the product on the pitch may not be quite up to the standards of Europe’s top leagues just yet, Major League Soccer is consistenly making advancements and strides in other areas. The use of vanishing spray for example, was prevalent in MLS long before Europe or the World Cup. Also, policies and procedures regarding head injuries and concussions, are also far more advanced in MLS than any other league on the planet.
MLS is slowly revolutionizing soccer in ways that many neglect to think about, and it is only a matter of time before the league is one of the biggest and most respected in the world. It may still seem like we are far off from seeing one of the world’s biggest stars choosing to play in MLS during the prime of their career, but it will happen sooner than most think, and these are just a few of the reasons why.
Marketing
Nobody in the world has the ability to market sports quite like Americans do. It is not a coincidence that all 32 National Football League franchises cracked Forbes Top 50 Most Valuable Sports Teams list, while only 8 top European soccer teams made the cut. Despite football rarely being played outside of the United States or Canada, the NFL has the ability to be innovative with its packaging and marketing of the league, in ways that the world of professional sports has never seen before.
From the scheduling of games, to the policies in place to ensure stadiums are full every week, the NFL juggernaut is always thinking strategically. MLS is doing their best to follow suit, and the new television deal is a great example of that.
"“In addition, ESPN, FOX Sports and Univision Deportes will develop multi-platform initiatives to build the profile of MLS and U.S. Soccer players, including tune-in campaigns, digital content and shoulder programming, social media marketing and integration of MLS and U.S. Soccer stars in network programs such as the ESPYS and Premio Lo Nuestro.” – MLSSoccer.com"
Along with the new television deal, 2015 will also mark the arrival of two new clubs, and the beginning of MLS Next. They were determined to mark the occasion in style, and let people in on their plans and vision for the future.
The grand presentation put on by the league to mark the occasion is just another example of the measures that it is taking to ensure that people know what’s going on with their product.
Unlike in Europe, Major League Soccer also allows media into the locker rooms as soon as a game is finished. This is a similar policy to that of most major North American professional sports leagues like the NFL, NBA, or NHL. However, this kind of access is unheard of in Europe, who institute a “mixed-zone” procedure for media.
Media being allowed in locker rooms following a match ensures that players have to speak to reporters, whether they want to or not. While this can become burdensome for the players, it is great for fans who get much more in depth coverage of their favourite teams and players.
Owners & Stadiums
Major League Soccer models a very North American approach in their selection process as to who gets to own a team. MLS can afford to be very particular when it comes to choosing exactly who they want buying their clubs, and owning their franchises. Prospective owners must now go through a strenuous screening process, that ensures they are a positive addition to the league with a plan for success in place, before they can purchase a club.
As a result, Major League Soccer has been able to attract some of the globe’s richest investors, and are consistently seeing the value of franchises in the league rise. One doesn’t have to look very far for proof of this, with the likes of New York City FC and Orlando City SC, entering the league next season.
Besides in the British Premier League and a a handful of top European leagues, there is nowhere outside of Major League Soccer that is attracting owners with such prestigious portfolios. We are not seeing local successful businessmen buying teams, but rather international billionaires who can offer the league a plethora of resources, besides just money.
Both of the league’s newest clubs, New York FC and Orlando City SC, have owners with deep pockets, who are willing to spend big money in order to bring in top talent. Neither team has even played a game in MLS yet, but the likes of David Villa, Frank Lampard, and Kaka, have already committed to playing for them.
Not only are new league owners committed to signing some of the world’s biggest stars, but they are also working with municipal governments in order to build soccer specific stadiums for their clubs, or make arrangements to play in other suitable venues. While the Citrus Bowl or Yankee Stadium may not seem like ideal places to take in a soccer match, Orlando City SC are building an $84 million multipurpose soccer stadium in downtown Orlando, and New York City FC are working on creating one of the best game day experiences for fans.
San Jose Earthquakes will kickoff next season at their new stadium.
15 clubs currently play in stadiums built or renovated for soccer, with more on the way. Along with the aformentioned Orlando City SC building a new soccer specific stadium to be ready for the 2016season, the San Jose Earthquakes are also building a stadium and will begin play at the new venue next season. San Jose’s new stadium is located just 2 miles from downtown, and will have a seating capacity of up to 18, 000.
Television coverage
The new television deal the league announced earlier this year, is significant evidence that Major League Soccer has much more leverage than it ever did before. No longer do they need to beg network television to show their product like they did in the league’s early days. MLS has become relevant in the North American sports landscape and people want to be able to watch it.
The new deal will ensure that games are played at consistent times, so people actually know when they can watch a match. It is another example of the league trying to follow in the NFL’s footsteps, with consistency as to when games are played and on which specific nights. What would a Monday (or even Thursday) autumn or winter evening be without NFL football?
Starting in 2015, soccer fans in the United States will be able to take comfort in knowing they can watch an MLS match every Friday night on a Univision channel, while Sunday nights, ESPN and FOX Sports 1 will broadcast a doubleheader, with games being played at 5 p.m/ET and 7 p.m/ET. It’ll be the first time in league history that all three broadcast partners will broadcast an exclusive MLS Match of the Week.
The sheer fact that people will be able to watch games every week at a consistent time on the same networks, will make it much easier for fans to find the product, and watch live matches. The money coming in from the deal is terrific for the league and its owners, but the consistency of broadcasts and game times is great for fans.
"“The commitment from our television partners in terms of structure, length and magnitude is unprecedented, and these new partnerships are another strong indicator of the League’s continued growth and the overall fan interest in our sport.” – MLS Commissioner Don Garber"
The old television deal saw the league earn a combined $30 million a year from ESPN, NBC, and Univision, while the new deal running through 2022, will see the league triple its television revenue, earning a combined total of $90 million s year. ESPN and Fox alone will pay $75 million each year, with Univision kicking in $15 million as well. Garber said the deal “represents the most comprehensive U.S. media rights arrangement in the history of soccer in our country.”
The additional money will surely force the league to increase their current salary cap for teams, meaning that the league will be able to attract higher quality players. Teams can pay three Designated Players whatever they want, but their hands are tied when it comes to the rest of the roster. This is a big reason why the average player in MLS earns nearly $400 000 less than the average player in Liga MX. That will begin to change though with the improved television deal, and more eyes watching every week.
Americans coming home
A successful domestic league does not always equate to success at the national level, but top leagues around the world are dependent on national stars playing at home.
In 2006, Italy had their entire World Cup winning squad playing domestically in Serie A. In 2010, when Spain hoisted the World Cup in South Africa, only three players on it’s squad weren’t playing in La Liga (Cesc Fabregas, Pepe Reina, and Fernando Torres).
This year, Germany only had seven players who weren’t plying their trade in the Bundesliga. The national teams weren’t necessarily successful because they had a large contingent of players playing at home (although that argument could easily be made), however, Serie A, La Liga and the Bundesliga, were unquestionably made better leagues because of the domestic talent on display every week.
Players like Michael Bradley, Jermaine Jones, Clint Dempsey, and even Maurice Edu, choosing to come to MLS in the prime of their careers is terrific for the league, and a big sign of the growth of the sport in North America.
If players from the United States didn’t want to come and play in MLS, why would foreign stars ever think of making the move? It is a significant sign of progress that American stars with their whole careers ahead of them, are choosing MLS over other European options, and a necessary step before we ever see European, South American, or Asian, stars in their prime, making the same choice.