Question

What is the theme that links the noted events of the following North American professional sports organizations together?

1.      MLB, The First World Series, 1903

2.      NFL,  The First SuperBowl, 1967

3.      NBA, The ABA Merger, 1976

4.      NHL, The WHA Merger, 1979

Answer

These events mark the major catalysts, or the completion of, each sport’s respective turn into North American pop culture. Also, each of these events involved not one league, but competition between two major professional sport entities.

What this means for soccer in North America (ie the US and Canada) is this. Major League Soccer, the current $40million fee/team bet, will never “get there” unless an external entity makes a serious competitive push to get there first. In their case, they need the United Soccer Leagues to be the entity.

In other words, history as we know needs to repeat itself, and with the birth of the CONCACAF Champions League and the North American SuperLiga, the environment is ripe for MLS and the USL to do the game of soccer a big favour and get this process underway as soon as 2010.

But in order for the growing process to begin, a number of key actions need to be taken by the USL, MLS, US Soccer and, if they can effectively mobilize, the Canadian Soccer Association.

This four-part series will examine some of the facts facing soccer in North America and four items that need to be addressed to help soccer grow in its most underdeveloped market.

One – The United Soccer Leagues needs to start competing, but not on the field (but if they are going to compete on the field, do so in a “Challenge Cup”)

FACT: The difference between MLS and USL-1 is not quality of play, but marketing dollars, and competitive leadership.

The inaugural CONCACAF Champions League has been an eye opener in terms of destroying preconceived notions of USL-1 the second tier league.

Going into the final 45 minutes of the second leg of the quarterfinals, two USL-1 teams were a game of “keep-away” from the quarterfinals, while an MLS team found themselves under a three-goal deficit.

Now while there have been many debates about what this says about USL’s right to a bigger seat at the US Soccer and CONCACAF tables, the fact of the matter is this.

While USL-1 teams are out their succeeding in international competition, MLS is at home collecting an inflated $40 million per team for USL-1 owners to cross the street to buy what is effectively the same house, at least from the perspective of international play.

As idiotic as the concept sounds, if I were a USL-1 owner, I would do the same thing because the custodian of the league, USL President Francisco Marcos, has essentially stood by and let it happen.

Following a much needed shot in the arm that the CCL has provided. Marcos needs to get up and start competing directly with MLS.

It starts with protecting whatever franchises he has remaining as of Mar. 31, 2009. To sit idly by over the past three years and let four of his best supported franchises be courted by the MLS for inclusion would be grounds for termination had he not been the founder of the league.

During that time, USL-1 has lost its most successful franchise (Sounders), and at bestwill lose its current champion (Whitecaps) by the end of the month.

Marcos needs to start giving his owners a reason to stay with him, and given the economic climate, his best reason is staring him dead in the face: He’s CHEAPER to work with than Garber and MLS (at $750K per franchise), plus he’s less intrusive.

The process of bringing the owners back into the fold should start with his biggest remaining stars, Saputo and Paulson (he hopes), and work its way down.

To gain the commitment of his owners, Marcos needs a clear strategy for competing with MLS, and that has to include positioning his league as an alternative format to MLS.

And though Marcos has not yet realized it, he already has the pieces necessary to satisfy a need that MLS currently is unable to: The relegation system.

With USL-1 and USL-2 hierarchies already established, a merger of the two leagues to create a relegation system between two 11-team groups will fill a void that many “traditionalists” have criticized MLS for.

For example, the two divisions play a 20-game regular season, the top three USL-1 teams play off for the league title, the bottom two are relegated, the top two USL-2 teams are promoted, and the top 16 teams (based on previous season play) play in a “cup” competition during the season.

Fans craving for something closer to a European format may be more likely to be drawn to the United product. Marcos can then position his PDL and Super-20 divisions as the academy-based alternative to the MLS draft-based system of bringing in talent.

Owners (and fans) will be attracted to the opportunity to discover, develop, and keep their own talent and this “European” system is the best way to develop national team caliber talent.

The final action that Marcos needs to take to fortify his organization is to start courting the cities, and owners, left jilted by Garber and the MLS.

In particular, he should focus his attention on St Louis and Ottawa (either Melnyk or the Hunt group) with  the opportunity to have CONCACAF level soccer for less than 25 percent of the cost they hoped to spend with Garber.

If these owners truly have the desire to invest in the game, they would jump at the opportunity, particularly if Marcos can express a clear plan for the success of the league ongoing.

With a strong group of owners behind him Marcos can then begin to directly challenge Garber to prove he has the superior product. Taking a cue from history, proposing an annual” Challenge Cup” between the USL League and or Cup Champions against the MLS Cup and/or Supporters Shield Champions can only help the games profile.

Using Toronto as an example, this is a no brainer. Following last summers Canadian Championship and the Impact’s success, Reds fans HATE Montreal and the USL for that matter. Their interleague rematches this year will easily be the biggest games of the season.

A good rivalry generates press and motivates improvement, particularly between two warring leagues in a sport’s infancy. A “Challenge Cup” represents that rivalry and generates the needed story to warrant national press, if even once a year.

Some would say it worked for the AFL/NFL and pro football back in ’67, but the jury’s still out on that one.

When it comes down to it, USL needs to pull itself together and begin challenging MLS and its marketing created perception of superiority.

Otherwise USL risks getting lost behind the MLS/SUM marketing machine, losing attendance, and ultimately folding. A fate that under any circumstances, history says is bad for the game.

Source: Click Here