Garber has MLS thriving

[Arelius]

http://www.metrowestdailynews.com/sportsColumnists/view.bg?articleid=92405&format=text

“The old regime tried to win over the basic American sports fan, which led to things like the old end-game shootout to break ties. Now, the focus is on winning over the ethnic soccer fan who follows teams abroad but hasn't connected to ones here.”

I couldn’t agree more...

Can you remember those ridiculous tie-breaker shootouts?


…Now, if we could just get one table. ...And then later on, relegation and promotion...


“Stadium development is now the cornerstone of the league's financial future, giving MLS the chance to turn a profit by retaining all its revenues. That's why all future expansion projects must involve new soccer-only stadiums.”

We gotta get our SSS...


…It appears that Barber sees Youth and Ethnic groups as the key to MLS’ future.

[Aero]

Originally Posted by Arelius

…It appears that Barber sees Youth and Ethnic groups as the key to MLS’ future.

And I totally agree with him. I'm not sure that we will ever convert too many fans away from other sports that they have been following for a long time. We need to focus on raising fans and converting fans of soccer to MLS soccer.

[bordelais7]

And I totally agree with him. I'm not sure that we will ever convert too many fans away from other sports that they have been following for a long time. We need to focus on raising fans and converting fans of soccer to MLS soccer.

I tried converting all of the NHL fans after the cancelled season incident, but I couldn't find any.

[Rover]

Originally Posted by Arelius

http://www.metrowestdailynews.com/sportsColumnists/view.bg?articleid=92405&format=text

“The old regime tried to win over the basic American sports fan, which led to things like the old end-game shootout to break ties. Now, the focus is on winning over the ethnic soccer fan who follows teams abroad but hasn't connected to ones here.”

I couldn’t agree more...

Can you remember those ridiculous tie-breaker shootouts?


…Now, if we could just get one table. ...And then later on, relegation and promotion...


“Stadium development is now the cornerstone of the league's financial future, giving MLS the chance to turn a profit by retaining all its revenues. That's why all future expansion projects must involve new soccer-only stadiums.”

We gotta get our SSS...


…It appears that Barber sees Youth and Ethnic groups as the key to MLS’ future.

Agree in principle, but the emphasis should be on youth of any ethnicity rather than specific groups.

All the market research I've seen on MLS shows the fan base (league-wide) is roughly 70 per cent suburban soccer types and 30 per cent ethnic (I use the term as MLS and other posters are using it--I'm not comfortable with it myself because it's too broad and vague).

The key here is not (specifically) ethnic fans, although the league is smart to market to those who grew up with the game somewhere else. Ethnic fans retain their loyalties to home clubs, and tend to view MLS as an expedient filler at best. Many, if not most, would rather just watch the home club on TV than put up with the hassle and expense of actually going to an MLS game. And who can blame them? Just like homegrown baseball, football, or basketball fans, their attachment is to a different league.

MLS marketed to "ethnic fans" and the "American Sports Fan" from the beginning, and the result was insulting to all. Heritage nights, punctuated by MLS shootouts. Thankfully, the league survived long enough to outgrow that idiocy.

I doubt if either group will ever be core MLS fans. We're not going to "convert" enough fans of other sports or from other countries into MLS fans en masse to sustain, let alone grow, the league.

The New America I'm excited about are our kids, and the best line in the article is this:

He (Garber)'s starting to see a glimpse of that (social impact of soccer) now, with the first generation of fans who grew up with the league now older, starting families, and becoming affluent . . . Incoming new players are talking about how they grew up as MLS fans. Garber feels that will simply continue to grow--and with it, the league itself."

Anecdotally, my kids, now 20, 18, and 15, grew up playing soccer and as MLS fans. They remain players and fans. They understand the game, appreciate MLS's place in the soccer world, and wouldn't miss a game. They're in this "first generation" of MLS fans that Garber talks about, and they will determine the future of the league--along with all the others for whom MLS is their primary sports passion.

THAT'S the future.

[Arelius]

[QUOTE=Rover]Agree in principle, but the emphasis should be on youth of any ethnicity rather than specific groups.QUOTE]

I read the article as saying youth AND ethnic groups…

[Rover]

[QUOTE=Arelius]

Originally Posted by Rover

Agree in principle, but the emphasis should be on youth of any ethnicity rather than specific groups.QUOTE]

I read the article as saying youth AND ethnic groups…

So did I. Where I differ with MLS HQ is on emphasis. I think we need to concentrate on the youth market and back away from the heavy ethnic identification. We should appeal to ALL youth.

My point is that the youth from all ethnic and cultural backgrounds are our future growth area. I think Uncle (Grandpa?) Don overstates the appeal of MLS to the ethnic market, for the reasons I've stated. The future is with kids who are growing up with MLS in this country and not only as an outlet for soccer when their real allegiance is elsewhere. Market, yes, but it's not a group that's dependably behind MLS if they have other choices. MLS knows this, or they wouldn't be trying the seedy cheetos experiment.

Now, there's no doubt that the huge ethnic market (particularly Mexican-American and Mexican immigrant) is too big to ignore in soccer marketing. What Garber didn't say is that SUM, the marketing entity associated with MLS, aggressively markets properties such as El Tri to that same market. That's where the money is, and The Don knows it. But it's not where MLS' future will be built.

The future is with youth, as trite as that sounds. That's where we should put our emphasis.

[dysko]

Originally Posted by bordelais7

I tried converting all of the NHL fans after the cancelled season incident, but I couldn't find any.

You mean there was a big league for hockey... man, I must be living in a cave. And they canceled the season to boot. I could have sworn the CHL was big time...

I knew I should have come home early from the World Pond Hockey Chamionships. 😲

P.S. The Boston Danglers won the WPHC for the second strait year.




In all reality... catching the soccer fan that follows the international game in a great marketing approach. If you get the people who already have the passion, they will spread the flame, not slick TV and radio spots or billboards.

Flip a spark into a pile of dry leaves and it may smolder for while, but in time it becomes a flame... then a forest fire.

[Arelius]

Originally Posted by dysko

In all reality... catching the soccer fan that follows the international game in a great marketing approach. If you get the people who already have the passion, they will spread the flame, not slick TV and radio spots or billboards.

Flip a spark into a pile of dry leaves and it may smolder for while, but in time it becomes a flame... then a forest fire.

Thank you dysko. I’ve become tired of responding to the anti-other-ethnicity posts here…

[Rover]

Originally Posted by Arelius

Thank you dysko. I’ve become tired of responding to the anti-other-ethnicity posts here…

This is below the belt.

Look back through my posts and you will not find anything that is "anti-other-ethnicity." In fact, my point time after time has been that soccer is for everyone, regardless of ethnicity. I'm the one making the inclusiveness argument in this exchange.

I would prefer that we all be soccer fans and leave our ethnic/religious/whatever baggage at the door. If I haven't explained that clearly enough, I don't know how else to do it.

We don't agree on a number of things, that's for sure. Fine. That's what makes a forum interesting. But stay away from the ad hominem attacks, however veiled.

[SoccerPrime]

So....
what does everyone think of Toronto leading the way to MLS expansion 2007?