Supporter's Groups - more than emotional support
In my previous story on how supporter's groups can influence the level of talent signing to the league as well as fan interest I failed to cover a major factor. This factor also relates to expansion and the American/Canadian desire to see top-flight soccer in their home nation.
This factor is again how atmosphere/fan passion can influence a league's pull internationally and at home for TV and internet viewers. Included in this discussion is the amazing amount of opportunity that Major League Soccer has to capture the global interest, while maximizing interest at home.
The fact is that within the USA there is a very large group of soccer fans that don't pay attention to MLS right now. While in the past I thought that talent was the number one reason for the gap, actually the quality of players was third in the USA from the last Barclays Global Fans Report. Ranking #1 was style of play and #2 was fan passion/atmosphere at games.
Currently this is where most of MLS is missing the boat.
Sure Toronto, DC United and Chicago have good atmospheres, but as a whole the league still focuses on the suburban soccer playing family and not the passionate support reminiscent of the Premier League. This misses ticket sales, tv ratings and potential online presence.
Oddly, MLS isn't missing much in their online presence when compared to the EPL.

This is likely due to the single entity structure, but also notice the ManU numbers there. They are not particularly strong. So while the EPL dominates the American soccer market with a fan response rate of 98% v 36% for MLS and fans will wake up at 7AM to watch on EPL match while ignoring MLS on later that night it is clear that MLS is doing some things well.
American and Canadian fans love the world's game, and even with their distant passions for the EPL they actually perform as well as British nationals do in the EPL fantasy rankings. Read that again. The American and Canadian contingent participating in EPL fantasy scores an 861.9 average and those from the UK score 862.1. The MLS nations have 70,000 players in EPL fantasy against the 1.2 Million from the UK. Those are Americans and Canadians who know and love the game, and yet only about half watch MLS on a Saturday night.
We love our football and the style of play and stadium experience are the primary draws to the most popular league of the sport. Again realize that MLS is a young league, its TV ratings are anemic, and the league is only in about half of the Top 25 markets in the US and Canada right now. The EPL even without marquee match-ups has three times the tv viewership of MLS.
Their are still lost opportunities for MLS, for even as the league continues to improve its profitability and grow the sport it certainly isn't going to compete with the big 2 sports in North America, and likely not even the 2nd tier with NASCAR, NBA and NHL. We follow a 3rd tier sport at this time.

But by grabbing a greater level of international talent (over 50% of the EPL is from outside the UK), by playing a the counter-attacking long ball game of the EPL as opposed to the bruising combination of tight ground passes of Latin America with the physical nature of Scotland, and by having more passion in the stadiums MLS can take its next step. With things like that MLS can take advantage of the MP&Silva deal and grow the TV and online rights, as the only competition in Asia and Africa is really just the EPL and World Cup. al-Jazeera is said to be bidding to show the EPL and UEFA Champions League on its Arab all-sports network. Currently the EPL is a pay-per-view sport in the Arab world, but with al-Jazeera would potentially reach over 200 Million additional viewers. Grabbing even tiny percentages of that would be a coup for MLS.
The initial era of the sport (up to contraction) showed some promise, the current era is demonstrating that the sport and the league have a future in North America. The upcoming era will test whether or not MLS will be a third tier sport in its region that can't compete on the pitch with poverty stricken Central American leagues or if Toronto FC and Seattle Sounders FC have a new model for the league. A model that will push the league forward growing its following among the millions of expatriates who miss the live game, a model that captures the attention of the pub crowd - a model that understands that the FANS want to help the league market the sport.
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What are you talking about? The MLS can compete witht the EPL in ratings? Is that what youare suggesting? How could that be possible? Hopes and goals are one thing but reality is quite another. The EPL draws the top players from around the world from many of the target countries you describe. That is a major factor for viewers in those countries to watch. The same is and can further be true for American and Canadian players and fans. Get our top flight players as a more recognizable brand and wow we have more viewers. This is what happens all over the world. Look at the NBA for example. We get Yao Ming and all of a sudden millions of Chinese are watching the Rockets. So the real problem in ratings is the profile level of talent and name recognition. If you want a huge English following, sign Steven Gerrard or… Beckham. To think we could compete with the EPL in ratings is ridiculus. What other league does?
I do however agree that support groups and atmosphere are and will continue to be a major factor in the spread of soccer in North America. Good crowds make the game mch more entertaining. Just go to a Dynamo game. Ask Nate Jaqua, he’ll tell you.
by coop on Jan 25, 2009 12:13 AM PST reply actions
What are you talking about? The MLS can compete witht the EPL in ratings? Is that what youare suggesting? How could that be possible?
I’m talking about how MLS is missing a major element (ranked #2 by American fans) of why the EPL is followed. That element is fan support/stadium atmosphere. I am not at all suggesting that MLS will ever be the most watched league in the world. What i am suggesting is that as a growth brand MLS should figure out what soccer fans around the world want, and give it to them.
The EPL draws the top players from around the world from many of the target countries you describe. That is a major factor for viewers in those countries to watch. The same is and can further be true for American and Canadian players and fans. Get our top flight players as a more recognizable brand and wow we have more viewers.
Yes, more talent would certainly help, but oddly talent and quality of play are not the #1 nor the #2 reason why Americans claim they watch the EPL. Those reasons are mentioned above and are STYLE of play and FAN SUPPORT.
To think we could compete with the EPL in ratings is ridiculus. What other league does?
Certainly so, which is why I never suggested such a thing. MLS again is a growth brand, just like a growth politician, it needs every single possible viewer. It should never turn its back on any segment of its audience, but it also should not hamper those elements which would cause its growth.
Just go to a Dynamo game. Ask Nate Jaqua, he’ll tell you.
I don’t know that I will need to go to Houston for atmosphere. Seattle has a great start, there are several small steps that could do better, as there are in Houston. This was written more to spread the word around the soccer viewing community and show that American/Canadian fans aren’t just knowledgable about the game, but they are willing to watch lower levels of quality if there is evidence that the entire community cares.
by Dave Clark on Jan 25, 2009 10:26 AM PST reply actions
I think that the demographics of this country make the fans different than any other place in the world. MLS is competing with Mexican, Central and SouthAmerican fans that are either they were born there or their parents, like myself, let’s not mention all the European fans that don’t watch anything else. I don’t think that there is the potential in Europe of fanbase for leagues in this continent because they will choose the superior league. Same reason Arena football shuts down and Xtreme football failed when the WWE tried it, the support is with the NFL.
As a believer of MLS I fully support it, I try to watch every game that I can and it makes me happy that Toronto and Seattle are doing so well even though I’m from Miami and have no team to support. However, I’m realistic and when I see empty stadiums it is a turn off and takes away from the image that MLS is trying to portray. But I believe that if we bring quality players and with the development of our own, it will give an identity to the league and will result in fan support, just as the National Team is doing.
by Enrique on Jan 26, 2009 9:31 AM PST reply actions
A very intriguing read. Keep up the great work!
by FiLiFLiP on Jan 26, 2009 10:39 AM PST reply actions
Enrique, the survey was of American fans of the game, and quality of play/players was ranked 3rd as to why the majority of Americans follow the EPL.
Also, did you notice my take on the IFFHS?
by Dave Clark on Jan 26, 2009 7:57 PM PST reply actions
Hey Dave,
I was really surprised that there wasn’t a bigger response to the IFFHS ranking from the American soccer community. I have discussed this with other people and they think I’m crazy when I tell them that MLS belongs in the 20 to 30 ranking. I believe that we are going to keep gaining respect but it’s going to take a while.
MLS has big advantage over other leagues, we can have the passionate support from groups while it’s still safe for families and regular fans to attend the stadium. This is something that Latin American and certain European leagues cannot have, it’s a social problem. In a lot of countries you cannot take your kid or wife to the stadium for safety reasons, you don’t have those kind of problems here. MLS is one of the most enjoyable experiences for fans and is one of the reasons for it’s success.
I truly believe that even though it will take a lot of work, MLS in the future will be the closest think to top flight soccer in the Americas. People forget that we are the #1 consumers in the world and that there are millions of immigrants that love soccer and are willing to support if you give them a quality product. If you look at the history of the NFL, NBA and NHL, you will see many similiraties with the growth and stablishments of these leagues.
Soccer and MLS face many hurdles, but there are positive signs that we are making progress and accomplishing our goal. Seattle is the perfect example, 10 years ago nobody would have believed this.
by Enrique on Jan 27, 2009 3:30 PM PST reply actions

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