Why NBC Sports Is Going To Go All In On MLS
by Dave Clark on Aug 24, 2011 1:43 PM PDT
in Major League Soccer: News & Analysis
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PrintWith the first positive impression of MLS on NBC from their promotion of it during Sunday Night Football there can be speculation about how much they are going to run with it. Sure, MLS doesn't have strong ratings (~300k viewers on ESPN2, ~70k on Fox Soccer) to merit strong promotion. But there's a reason that NBC Sports will promote Major League Soccer in ways that the sport has never been promoted before 2012.
They are going to use their synergistic, multi-platform designed for MLS strategy to show the NFL and MLB exactly what the new Comcast/NBC partnership can be.
But NBC is looking at the big picture.
"We’ll be strategic about how we program the games," Miller said, pointing to the planned pregame and postgame shows for every MLS game as evidence of the care and attention NBC devotes to its partners. "We will promote MLS in our other programming, including the Olympics, to try and bring other viewers into the sport."
The message, particularly to the NFL and MLB, is clear: Promotion and production is how NBC believes it sets itself apart from its competitors.
They have already started with Sunday Night Football. They are likely to continue with their coverage of Notre Dame, the PAC-12, the Mountain West and the Ivy League. As Major League Soccer gets heavy promotion through these products and the winter with the NHL it is likely that NBC custom crafts their message to the audiences. Because that is what the NFL and MLB will expect them to do.
Notre Dame football means the Chicago Fire. PAC-12 and Mountain West means a lot of Western Conference teams. Both mean heavy use of supporter group footage as this is a natural connection for college football fans. Grambling v Southern on NBC? Hello, Sound Wave, the March to the Match. Hello Timbers Army and Section-8.
For the NHL fan expect hard hitting tackles, juggling shots and volleys.
I am not a soccer exceptionalist. NBC doesn't need to try and convince regular sports fans how different the sport is. There are already all the elements there for the average sports fan. They can use those moments that anyone recognizes as special. I fully expect them to do so.
While this is a huge step for MLS. It is going to be a stepping stone for NBC Sports. It will the step from secondary and tertiary sports (MLS, NHL, Olympics, Biking) to the big time. If NBC wants to show the NFL and MLB that those sports can be even bigger than they are now, they will do it by showing that they can get great ratings for sports that used to struggle. They've already got two bullet-points with the NHL and Tour de France. They are about to do it with MLS too.
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I'm definitely thinking/hoping that NBC will do a good job with MLS
But I thought this was interesting:
it is likely that NBC custom crafts their message to the audiences..
Compare with this 2007 ESPN commercial:
I remember seeing a whole series of these back in ‘07, usually in the middle of daytime ESPN programming (ESPN was always on the TVs at my gym). Will NBC’s targeted marketing during prime time and weekend events do better? I hope so!
Great point about their production setting them apart.
Look at the production of Sunday Night Football in comparison to other NFL broadcasts. If we get a well produced show about MLS in the same line as football night in america I will be a happy man.
"The fans are excited. And the stadium, well, it ignites with explosion."
As long as it stays on NBC
because if I have to hear Joe Buck announce a MLS match I am going to blow up the world.
I don't like him either
However, if we get to a point where FOX deems that their #1 play-by-play guy needs to do a MLS game, we will have reached the promised land and I’ll have very little complaint.
You will hear us on Brougham, you will hear us on Occidental, you will hear us on King. Our yachts are all around you, there is no escape.
by 108Ultra on Aug 24, 2011 2:11 PM PDT up reply actions 1 recs
NBC is often pilloried
for its extensive human interest stories during the Olympics, but they understand how to draw people into a sport using emotion. I think you are absolutely correct saying
They can use those moments that anyone recognizes as special. I fully expect them to do so.
They will get NFL, NHL and Olympics viewers to say, "Hey, this MLS looks like fun, " then tune in or turn out.
To think that only 5 years ago, MLS was paying to have its games broadcast.
You will hear us on Brougham, you will hear us on Occidental, you will hear us on King. Our yachts are all around you, there is no escape.
That was one thing that bothered me with NBC and ESPN
was during the MLB steroid thing. It was sensationalized as a “steroid era” when looking back through history there was evidence of athletes using “supplements” 60+ years ago. It wasn’t an era at all, it was and is common practice. And to suddenly blow this up and criminalize these guys, to me, was ridiculous. But hey, whatever gets the story.
But media politics aside, I’m ecstatic for the increased coverage for the sport I love. I guess that means I am selling my soul a bit.
by chrisperry1983 on Aug 24, 2011 2:20 PM PDT up reply actions
To "criminalize" these guys?
They were & are criminals. Steriods are a controlled substance
I am not a Supporter | I am not a Fan | I am a Sounder
Sounder At Heart
by Dave Clark on Aug 24, 2011 2:22 PM PDT up reply actions 1 recs
How could you not be in possession if you are taking them?
I am not a Supporter | I am not a Fan | I am a Sounder
Sounder At Heart
there's a pretty big legal difference between having them in your system
and buying/selling/possessing them.
I shouldn't have posted this
this is a much longer discussion than can be done on a message board thread.
People pay to see athletes play at a level above what any normal person can do. Supplements have been used throughout history in sports leagues, MLB, NFL, NBA, etc. For the network to step in and criminalize these big name guys for doing what everybody else was doing seems wrong to me. It was absolutely sensationalized, hyped up, etc. If people keep demanding unreal performances and blowout plays/games, atheletes are going to and have to find new ways to perform.
I have a general disdain for a lot of general media, which is why I am so attached to blogs and smaller, local writers so seem to be outside that circle.
by chrisperry1983 on Aug 25, 2011 7:34 AM PDT up reply actions
Related question
Is there standardized doping testing in MLS? I’ve never heard it mentioned, but I would guess what is good for cyclists would be good for soccer players too.
Yes, there is anti-doping testing
Jeff Parke once tested positive and missed 10 games. This is likely why he was exposed in the pre-Sounders expansion draft.
I am not a Supporter | I am not a Fan | I am a Sounder
Sounder At Heart
PAC12 on NBC?
I’m confused. Since when has the Pac-10 been on NBC? I was under the impression ABC had that contract. Obviously they cover ND, who will play teams in the Pac-12 on Mtn West but that’s it as far as I know.
Linked above
Versus has about 10 games this season
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Sounder At Heart
This is the last year though
I’m not sure they’re going to promote them at all. The deal moves to Fox/ESPN next year.
But they will promote their other products during those games
and that’s all that matter for MLS
I am not a Supporter | I am not a Fan | I am a Sounder
Sounder At Heart
Oregon vs Huskies in Seattle on 11/5 or possibly the 10/15 Colorado vs UW
A few games that match up with the Versus projected line up.
Versus/NBC Sports have not announced the PAC12 games aside from the Utah v USC game in 17 days.
Nos audietis in somniis, Nos audietis in altum: You will hear us!
The link I like the most about this is
the fact that NBC has something to gain from promoting and growing the MLS. Assuming that NBC are indeed using this as a stepping stone to the other major US sports, I cannot help but dream of all the possibilities this new deal may present. It can’t be a bad thing that NBC has some vested interest in the MLS whereas I always felt Fox, ESPN, etc was more about honoring their contract to a minimum, and simply maintaining as opposed to growing the game domestically.
Sounders FC & Gunner's Supporter
I think a lot of it will have to do with NBC showing off their soccer coverage in an attempt to steal the world cup from ABC
"The fans are excited. And the stadium, well, it ignites with explosion."
ESPN just needs content
they need live sports, which is why they went so hard after College Football and Monday Night Football. They don’t have in interest in growing the sport since it’s not a long term investment for them.
To support what this post is saying take a look at what Versus did with IndyCar
It also has relatively poor ratings, is considered even more marginal than the NHL and went through a real rough patch 4-5 years ago and is trying to become more relevant to a broader audience. Although they have had the occasional missteps they’ve found the right talent to call the races and have been better at producing than ABC/ESPN. At times fans have hated the personalities foisted upon them by ESPN/ABC for motorsports, finding them ignorant and playing up the same stereotypes that American sports fans are too simple for a more complex calling of a race/match. Versus has had much more integrity, and the core fanbase has definitely noticed. The extra promotion and pregame/postgame time they devote also helps pull in other viewers. So as another datapoint, I think there is something to this. They seem to clearly have a strategy. Now if only this strategy can rub off on their Olympics coverage which has sucked (i.e. Versus staff winning out over NBC staff).
whoa, whoa...
are you telling me IndyCar still exists? My mind is blown.
Editor/writer at Sounder at Heart, MLS editor SB Nation. Follow me on Twitter. You'll Never Yacht Alone.
by Jeremiah Oshan on Aug 24, 2011 10:37 PM PDT up reply actions
That's a funny comment...
….but running with that, I’m also absolutely amazed that any televised motorsport broadcast recevies ratings higher than soccer. I’ll give props to any broadcast that can do that for the MLS, and gladly welcom them on.
In fact, you look at espn.dot.com, on the front page of the mobile section you can choose a sport. This very second, they list in order… NFL, MBL, NBA, NASCAR, NCAA Football, Golf, then “ALL SPORTS”. Seriously, how is NASCAR above NCAA Football right now? Forget soccer entirely…
Folks, there is a BIG marketing element to being on a major network like NBC. I hope folks realize that.
by SoundersForever on Aug 24, 2011 11:09 PM PDT up reply actions
Way Off The Mark With This Article
NBC bought the rights to an expanding league with great demographics for a song compared to what is paid for other sports. Additionally, this gives NBC a chance to show FIFA what it can do with soccer. World Cup TV rights have become very desirable and bidding for the 2018 and 2022 rights will start in the near future.
by Proud American123 on Aug 24, 2011 8:08 PM PDT reply actions
Except that US rights are held by MLS/SUM
And are contracted through 2014 to ESPN through the same organization.
FIFA has nothing to do with it.
I am not a Supporter | I am not a Fan | I am a Sounder
Sounder At Heart
FIFA has a lot to do with it.
Last I checked, they determine who gets the television rights for the World Cup. ABC / ESPN / Univision outmaneuvered NBC and Telemundo and won the rights in 2002 for the World Cups through 2014. Part of the agreement with FIFA included a promise to broadcast MLS. Now NBC is going to get in the game in time to try and impress FIFA. The World Cup has become a hot property with strong ratings in key demographics.
by Proud American123 on Aug 24, 2011 10:41 PM PDT via mobile up reply actions
ABC sublet the rights through MLS/SUM
This is not a debatable item. It is a fact.
I am not a Supporter | I am not a Fan | I am a Sounder
Sounder At Heart
And not to belabor the point to much
but the rights for the NFL are worth a lot more than the rights to the World Cup.
I am not a Supporter | I am not a Fan | I am a Sounder
Sounder At Heart
Your argument that NBC is trying to impress other sports leagues is silly.
NBC wants the rights to the 2018 and 2022 World Cups. MLS rights are pocket change compared to the World Cup rights. They will go for several hundred million dollars. FIFA will at least double what they received in 2006 and 2010. Bottom line, support of domestic soccer is important to FIFA and this contract with NBC will help them with their bid.
by Proud American123 on Aug 25, 2011 9:36 AM PDT via mobile up reply actions
Not to belabor the point too much but if you do a little research you will find out that FIFA made a verbal agreement with NBC in 2002 for World Cup rights.
ABC / espn / Univision made a last minute bid that included a promise to broadcast MLS which was obviously accepted. NBC is now trying to outmaneuver ABC.
by Proud American123 on Aug 25, 2011 9:43 AM PDT via mobile up reply actions
ABC NEVER negotiated with FIFA
Because MLS/SUM bought the rights. This is a fact
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Sounder At Heart
Please see the quote below from FIFA.
ABC\ESPN and Univision came to us with a comprehensive package that will not only guarantee coverage of the FIFA World Cup in 2010 and 2014 and all other FIFA tournaments in the men’s and women’s games, but also promote football and the FIFA brand even at those times when no tournaments are taking place," FIFA president Joseph S. Blatter said in his organization’s press release. “With these two well-known companies, we have ensured that images of our events will be seen by the widest possible audience across the USA’s steadily growing football market. I am extremely happy with this momentous deal. It is a major milestone in our new TV approach.”
by Proud American123 on Aug 25, 2011 12:09 PM PDT via mobile up reply actions
The writer of this article was obviously confused about the facts.
FOX, ABC, and NBC are preparing to bid for the 2018 and 2022 World Cup rights. This deal with MLS will help NBC show that they can do a good job with soccer in the United States which is very important to FIFA.
by Proud American123 on Aug 25, 2011 12:17 PM PDT via mobile up reply actions
And I still find it highly unlikely that NBC cares more about the World CUp
Than they do about the much more lucrative NFL (higher ratings, and every year)
I am not a Supporter | I am not a Fan | I am a Sounder
Sounder At Heart
Because this is what happened
Major League Soccer on Wednesday announced the details of an innovative five-year broadcast arrangement that includes the television rights of Major League Soccer and the FIFA World Cup tournaments for the next five years.
In 2002, and was extended in 2007 to 2014.
MLS/SUM hold the rights to US broadcasts of the World Cup. While the result was the same, FIFA was not the direct partner.
I am not a Supporter | I am not a Fan | I am a Sounder
Sounder At Heart
I gave you quote from a press release from FiFA and you still insist on sticking to your silly argument.
ABC won the rights to show the world cup not NBC. MLS SUM is not a network. Just watch what happens when bidding starts for the 2018 and 2022 World Cups. Hundreds of millions of dollars will be offered.
by Proud American123 on Aug 26, 2011 8:45 AM PDT via mobile up reply actions
I gave you a link to the press release at the time of sale
when ABC bought the rights from MLS
Keep trying though
I am not a Supporter | I am not a Fan | I am a Sounder
Sounder At Heart
Tempered expectations
As a former hardcore NFL fan that more recently turned to soccer & MLS, I can relate my attitudes about this: cautious optimism.
I don’t think the NBC deal will open floodgates of new fans because it takes more than television coverage to convert a sports fan. I used to always switch the channel every time soccer came on television. Being on television isn’t enough.
What did it for me was going to a game and living the excitement live.
That’s very short-sighted and an ignorant approach, but that is how most NFL/NBA fans will look at this. I’m guessing many here at S@H are either lifelong soccer fans or probably weren’t die-hard NFL-only fans prior. It’s a different perspective that may be hard to appreciate if you haven’t been there.
That said, increased exposure definitely won’t hurt, and this is a milestone for the league. I’m very happy to hear this, and hope that it convinces more new viewers to maybe go and attend a match to finish the conversion process :)
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I fall into the same bucket as you. I started playing soccer again ~5 years ago. When I started doing that I also started watching it, mostly EPL, CL, etc. I’ve always watched the WC, tho. Then when Sounders joined the MLS I bought season tickets and was hooked from the first game on.
I also used to go to every home Seahawks game, and some away games. Gradually over the last 2.5 years I have gone to less and less Hawks games. We used to drive down to the Bay for the Hawks-Niners, now we drive for the Sounders-Quakes. I have a few other friends who are like this and I think you made a real point. You have to go see a live game. They’re affordable and really fun, even if you don’t know much about soccer. I know countless converts that probably had never watched a EUFA CL match before in their lives who are now Sounders season ticket holders.
In the end, it’s about the product on the field and the environment. Even if ppl aren’t there in person, you need them to feel like they’re missing out. I think that’s why the Sounders are slowly growing the capacity. It’s not as ‘cool’ if everyone can always go. The way this ties back to NBC is more commercials/coverage of SEA, PDX, etc games and atmospheres the more people will want to attend games and get sucked into the world of the new MLS. I’m sure a lot of people in markets all over the country went to a game back when the teams were new and haven’t been back since. You need to get those people to go back to the stadium and try it again, because it’s a whole different ballgame out there now.
Sounders FC & Gunner's Supporter
by Zack Ryland on Aug 25, 2011 10:34 AM PDT up reply actions
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