The world begins its month-long plunge into soccer dementia today for the World Cup, and for once, the U.S. is feeling infected.
That bodes well for a sport used to being overlooked and for Major League Soccer, which has 11 of its players on the U.S. national team.
With its legitimacy as a talent producer proven, MLS is eager to see how much it will benefit from a newfound interest in the world’s most popular sport.
“We need to continue to turn this league into where it’s not a life-or-death situation, but almost,” Rapids midfielder Clint Mathis said.
It all might start with the U.S. national team, which has played an integral role in the success of MLS since the league was founded in 1996 on the heels of the U.S.-hosted 1994 World Cup.
MLS averaged more than 17,000 fans per game its first year, followed by four straight seasons of decline. Not helping matters was a disastrous 1998 World Cup when the U.S. team finished last.
Help came from MLS in coach Bruce Arena, who had led D.C. United to two MLS Cup championships and took over the national team in late 1998.
A fresh start also benefited MLS, which saw attendance rebound in 2001 before the historic 2002 World Cup. Wins over Portugal and archrival Mexico caught the attention of major media outlets, sponsors and pop icons such as David Letterman.
In turn, MLS averaged 15,346 fans that season – its best since 1996 – and had its biggest crowd (61,316) for the MLS Cup final.
The Rapids also benefited from the buzz. Their annual Fourth of July game drew a club record 61,202.
By all accounts, MLS and the national team have maintained that momentum.
In preparation for today’s World Cup kickoff, the U.S. national team has received unprecedented media coverage.
Rapids ambassador, former World Cup star and ESPN analyst Marcelo Balboa said success for MLS at the World Cup will be its ability to sign international stars in their prime.
Outbidding European clubs won’t be easy, but MLS is considering a rule that would let teams spend as much as they want on a franchise player. The New York Red Bulls already contacted Brazilian superstar Ronaldo, and icon David Beckham has hinted about moving west.
“It’s not real yet, but the conversation has been going on for the two years I’ve been here, and it holds a significant place on the agenda at every board of governors meeting,” said Douglas Quinn, president of Soccer United Marketing, who heads all marketing and sales for MLS.
Quinn said MLS is tapping the World Cup buzz with its Embrace the Colors ad campaign, which celebrates club and country and has used Rapids captain Pablo Mastroeni.
Quinn said soccer in the United States is stronger than ever and it doesn’t need a storybook World Cup run to keep fans interested. He points to nearly $1 billion invested in the sport in the past two years in television contracts, sponsorships and new soccer stadiums.
“All this points towards an incredibly bright future,” Quinn said. “MLS does not have to do it by itself.”
Rapids/Today
What: Rapids (4-4-2) vs. Real Salt Lake (3-5-2)
When: 7:30 p.m.
Where: Invesco Field at Mile High
Notes: Second game in the four-game season series played for the Rocky Mountain Cup. … Last meeting was a 2-2 draw.
