Let's make this work

Association Football (Soccer)

With all the excitement of this previous weekend's Womens' World Cup final the question has been raised again about the state of international football in the United States. While I think the game is showing some significant growth in the US here are four ideas that could help soccer really take off into a major sport category. 

1. Realize, it's not a replacement for football

US Men's National Team and Everton
goalkeeper, Tim Howard

I truly believe that a big stumbling block toward the popularity of soccer in the United States is the precived notion that we "soccer people" want the game to become popular in his country to replace the NFL and College Football, and frankly, the fact that the rest of the world calls the game "football" doesn't help that perception. The way to help soccer grow is to find ways around this, market the game separate from football and the football moniker, specifically making sure it's never in the same time slots (something the MLS has done a fair job of).

2. Get a network to buy in

ESPN is trying to help soccer along in the US, but it's still all based on money. Until people start watching soccer it's not going to grow. However, it would be one thing to rally all American soccer supporters to patronise as many televised games as possible, but it's difficult when the games are on at all sorts of varied times and on varied media outlets; all of the Columbus Crew's game are broadcast on ONN-the Ohio News Network-how many of you have ONN on your favorite channels list? A major sports network is going to have to buy into soccer and give it a regular time slot. 

Need proof?  When are NFL games? 

Thursday night, Sunday and Monday night.

Spain and Barcelona FC's Gerard Pique
one of the world's top Centerbacks

Part of the reason the NFL and College Football have so taken hold of the country is based on this fact, you know when the games are on and they're always on at this time. This is a change that will help soccer to find its place in American sports awareness, because we base all of our sports awareness around when its televised. I believe the MLS needs one or two set nights to be televised. Moreover the UEFA Champions League and English Premier League need to be on whenever possible, as much as possible, as long it's at the same time slots, specifically because these are the sources of the best soccer in the world and the best foot needs to be put forward. Plus, since the games occur in Europe (obviously) a 7:30 local time game would air at 2:30 our time. That's bad because its during the work day, good because its during a horrible time in a daily television schedule. 

3. Education
I used to hate the UFC, when it first started making its climb to mainstream popularity. I used to look at it and think, "wow, how stupid, two guys beating the snot out of each other; looks like great fun, I don't want to watch that." But do you know what happened? I went to college with some guys who liked it and they invited me to a Bdubs to watch a UFC.

And I watched it.

And I realized it wasn't what I thought it was.

I realized that these fighters are in fact highly skilled and imploying an increadible amount of strategy on the fly.

If soccer is going to go into a mainstream sport in this country, the masses have to undergo a UFC-for-me like transformation.

They need to see some games. (which is why #2 is so important).

People who say soccer is stupid or easy because its just kicking a ball into a net are obviously misinformed and the only way to fix that is to get people to watch games and begin to understand the amazing amount of strategy and physicality involved in a match. The weight of this change is really on the commentators, you need effective communicators who can explain what teams are trying to do while its happening.
People also need to get out to some matches. If you are the type of person who is a passionate sports fan and likes to cover yourself in your team's colors and go nuts at a game, then soccer is the sport for you! This game demands passion and asks the hardcore fans to find as many ways as possible to express this passion.  But you'd never know that if you've never been to a game.

4.Get Creative!
More than anything, growing this game is going to take prolonged exposure to an American auidence, but it has to be done the right way. Do NOT, under any circumstances, make it seem like you are putting it up against football and normalize the schedule so people know that some night or day of the week is always soccer day, should they ever decide to watch. And get people to some games! A live soccer match can be so exciting and so much fun.

In addition, the people in charge of soccer in this country are going to have to be willing to get creative with marketing ideas and to take some risks to help the game grow. Normalizing the schedule could be a bit of risk but I'm going so far as to say something an owner doesn't want to hear: offer free tickets.

Chicago Fire defender
Columbian, Yamith Cuesta

Until you can get people in the door and let the magic of soccer hook them on its own the game won't explode here. How about a promotion like this, in Columbus, Ohio, the Crew are the second game in town behind Ohio State. Why not link up with Ohio State athletics and offer discounted or even free tickets to Crew Stadium with an Ohio State ticket stub? Ohio Stadium holds 102,329 people (well, that's seating capacity) and it is sold out every time it's open. If 5% of the people from Ohio Stadium decided to come to watch a discounted Crew Game,it would provide almost a 50% boost over the average attendance. The average price of the four levels of Crew Stadium tickets is $30. The bonus Ohio Stadium crowd with a 25% discount would generate an extra $115,110! That's before they buy food, beer and merch. Actually, not a risk at all.

Someone get me the number for the MLS Comissioner.

The rest of you go watch a soccer match.

More to come,
XoXo
-Joshua


Links:
ESPN Soccernet
MLS Schedule


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