Major league soccer scores with the fans at midseason - fans going to the stadiums and watching the sport on TV Insight on the News
Teams in urban areas such as Los Angeles benefit from a large Hispanic population, but Americans have embraced soccer with unexpected ardor — at the stadium and on television. At the 47th game of Major League Soccer’s inaugural season, the 1 millionth fan to walk through the turnstiles was honored with a ceremony and a party, and league officials celebrated all across the country — the lucky fan showed up almost 40 games ahead of schedule. "For a league that had a plan [for attendance] in the midteens, we’re thrilled," says Danny Villanueva, general manager of the L.A. Galaxy. "I like where we’re at. It is an entertaining brand of soccer, and our sponsors are thrilled with what’s going on." When the league was formed, officials said it needed to average 10,000 to 12,000 fans per game to survive. After 70 games, the league is averaging 20,962. Los Angeles is drawing 34,000 fans per game; 92,000 showed up for a doubleheader that featured the U.S. national team. (Los Angeles plays in the Rose Bowl in Pasadena — where World Cup matches were played two years ago — and benefits from a heavily Hispanic population.) "The initial few weeks stunned everyone with the attendance and quality of play," says Billy Hicks, general manager of the Dallas Burn. "All told, a lot of things have gone right. Attendance hasn’t plummeted. It’s above what we expected."
League officials are cautious, however, and a lot needs to be done to continue the momentum. One key is a loyal group of fans. "We have a pretty sophisticated and loyal fan base," says Colorado Rapids general manager Richard Levine, whose team draws an average of 12,300 fans per game. The Rapids are in a well-saturated sports market in Denver, Levine points out. The football Broncos, baseball Rockies and basketball Nuggets are very popular and the Avalanche just won the National Hockey League’s Stanley Cup.
"We find ourselves in the bottom [of attendance], but we are still where we hoped to be and where the league hoped to be," says Levine. "This is the kind of investment they knew would be a risk…. The World Cup was a big hit, but it was short term. Here, people have to pace themselves."
Player development also is essential, general managers say. Brian O’Donovan of the New England Revolution cites indoor, youth and college leagues as reservoirs of talent. "Another untapped resource is the inner cities," says O’Donovan, who has been happily surprised by fans’ enthusiasm. "The pressure to do well on the field is phenomenal."
Television coverage has been another pleasant surprise. MLS’ ratings on ESPN2 have ranked just below NHL and college football and exceeded college basketball. ESPN officials believe soccer is here to stay. "It’s a long-term thing," O’Donovan emphasizes, "but if we keep our eyes on the prize, Major League Soccer can become something very special."
COPYRIGHT 1996 News World Communications, Inc.
COPYRIGHT 2004 Gale Group
August 5, 1996 by Rusty Payne
