A turning point in the US soccer

US soccer team is eliminated of the 2014 Brazil World Cup, but this championship will mark a milestone in this sport in North America, and probably we will remember this in a few years.

The evolution of soccer in the United States is a rising curve in the last 30 years. It is believed Pelé and Johan Cruyff were the pioneers, but 1994 World Cup created the first fanbase. That team, with that 90’s flashy jersey design, was coached by Bora Milutinović and the roster had well-remembered names such as Alexis Lalis, former Betis player Tab Ramos and forward Eric Wynalda. That ‘94 team qualified for Round of 16 where Brazil won only 1–0; soccer was still that sport only known by ten-year old girls’ fathers.

At that time, women’s soccer was becoming popular when the US Women’s National Team won the 1991 World Cup. That achievement was thanks to the good work made in the 80’s by the USSF. 1999 was the second championship for the women’s team, and previously a gold medal in 1996 Olympic Games in Atlanta (and three more in 2004, 2008 and 2012). Women’s soccer has helped significantly last twenty years to the rise of men’s soccer in the United States, making this sport the fifth most popular today behind football, baseball, basketball and hockey.

Preboom

That rising curve, with exceptional events, dominated the media scene during 15 years. US Men’s National Team qualified every four years to the World Cup (quarter-finals in 2002 Korea-Japan was the best result) and won several CONCACAF Gold Cup (2002, 2005 and 2007). In the home tournament, Major League Soccer, six stadiums were built exclusively for soccer purposes (between 2003 and 2008), new franchises were created attracting Hispanic fans (Real Salt Lake in honor of Real Madrid and Chivas USA coming from Chivas Mexico) and American players landed in Europe, especially to English Premier League, like Tim Howard to Manchester United.

Boom

It might be around 2008–09 and, besides the factors mentioned before, there were two more. Firstly, US population: European and Latin American immigrants, plus Hispanic Americans, filled up bars and pubs for Champions League and EPL games. In England they knew about the increasing interest of soccer in the United States and they found the way to sell it with that English-speaking marketing cleverness. Americans realized and their propaganda and show machine started to work making soccer an usual guest in media attention.

Secondly, David Beckham signed with Los Angeles Galaxy in 2007. No doubt that the British player marked the beginning of a new era; the media buffet was ready. More well-known players in the last years of their careers arrived to US land, like Cauthémoc Blanco, Juan Pablo Ángel, Robbie Keane or Thierry Henry. New franchises opened (Philadelphia, Seattle) even with an expansion to the north (Vancouver, Toronto and, in 2012, Montreal). And the national team, besides winning Gold Cups and dominating rivalry against Mexico, played 2009 Confederations Cup final against Brazil after defeating European champion Spain in semi-finals.

Klinsmann era

Since 2007, soccer rise is like an express train. If Americans realize there is business in a sport, that means there is money. Construction of stadiums exclusively for soccer purposes has not stopped, attendance in MLS is still growing reaching an average more than NHL and NBA (17,872 in 2011 season), every US Men’s National Team friendly or qualifying game is a top ten history attendance, and ESPN, NBC and FOX Sports (holders of broadcasting contracts) are happy with home league, UEFA Champions League and English Premier League TV ratings. There is no question that, socially, yankee bars and pubs (of the main cities) are completely full like a MLB Playoff game when UCL and EPL matches are broadcasted in the afternoon. In fact, a 2013 poll shows MLS is more popular than MLB among 12 to 17-year old teens. MLS and USSF are applying all their sports management skills, to the point of some American players are coming back from Europe (Clint Dempsey or Michael Bradley). Two new franchises will open in 2015 season with two worldwide big stars in the last years of their careers, New York City FC with the Spanish forward David Villa and Orlando City Soccer with the one-time Ballon d’Or Kaká. For 2017 season, MLS will have 22 teams with a new team in Atlanta.

2011 is another important turning point for US soccer when Jürgen Klinsmann becomes US National Team manager. The former German player, world champion in 1990, replaced Bob Bradley after United States was defeated in the Gold Cup final by Mexico (2–4) at home, in Pasadena. USSF and Klinsmann knew what they wanted: a manager with pro soccer knowledge and mentality, who lives in the United States (his wife is American) and knows how American sports system works from high school to college. They want to create a united project, one identity, one soccer style for all the US men’s national teams. Good results came soon with a victory in 2013 Gold Cup and a brilliant 2014 World Cup qualification. But it is not only the excellent on-pitch project what makes important the boom of soccer in the United States. It is true that, as Americans say these days, “we only watch soccer every four years”, but something has changed in the media scene. Entertainment marketing found that soccer is sellable, and Americans are the best at this field. There are some samples of the marketing machine in the World Cup around US soccer team.

• Viral video “One Moment Doest Not Define Us” before first round against Germany.
• President Barack Obama watched first round games and called captain Clint Dempsey to congratulate for the great performance of the team in the tournament after being defeated by Belgium in Round of 16.
• Klinsmann wrote a note excuse to soccer fans to skip work to watch the game against Germany. The German manager is one more American, he knows how to handle the entertainment business.
• Actor Will Ferrell visited American fans in Recife before the game against Germany and he knows how to make a show.
• Secretary of Defense Chuck Hagel called Tim Howard after his wonderful performance against Belgium. Howard’s Wikipedia page was hilariously changed naming the American goalkeeper “Secretary of Defense”. Hagel told Howard: “from one Secretary of Defense to another, congratulations”.
• Every meme after that wonderful performance.
• Sports stars and celebrities supporting the US soccer team via Twitter, Hulk Hogan, LeBron James, baseball players, San Francisco Giants Tim Lincecum wearing the jersey in AT&T Park after a no-hitter.

Soccer has found its room in marketing and media. For that reason, and the Klinsmann’s project, this 2014 World Cup is a turning point in the US soccer, in the society, in the MLS and, ultimately, the national team. As Americans fans chanted in Brazil: “We Believe That We Will Win”.

Original article in Spanish: Un Punto De Inflexión En El Fútbol Estadounidense (July ‘14)