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A recent major announcement from American Major League Soccer has league officials riding high, and smiling widely. Others have said the announcement is “no big deal.” Either way, the announcement signals a bit of a sea change in the way some professional sports are viewed in the USA.
Ronn Torossian of 5WPR said the MLS can be justifiably proud of how it parlayed strong stadium attendance and a roster of legitimate “Names” into a fat network payday, and more importantly, a strong and long-term TV contract. In fact, the new TV contract will likely quadruple the league’s current TV take. Some are saying now that Major League Soccer has FINALLY arrived in the US. Others are saying they’ve heard that song before. The first verse was sung when America hosted the World Cup back in 1994, then the second when the MLS started playing two years later.
But, those were just the baby steps. This announcement, with all the facts, figures, and BIG numbers that the media loves to report, is the real coming out party. Three networks – ESPN, ABC, and Univision – have committed to at least 8 years of league broadcasts.
A success story, that comes right down to outstanding public relations. League insiders believed they had an underserved fan base in the states, but they had to successfully tap into that market. Others had believed, and tried – and failed – before. How would the League get the attendance, and dedicated fan base it needed to make the jump to the big time in America? They had to connect with people who, really, could not care less.
And, they did. They brought in real, big name talent, and they spent the money to put the dedicated fans in the seats. Then, the games were entertaining enough to keep them coming back for more. That, plus a strong and consistent PR marketing campaign brought MLS to this point.
They have reached intermission with a strong lead. Now it’s time to see what they do in the second half.
Ronn Torossian is a regular contributor to Gambling911.
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