The Rise, Fall, And Rise Again Of American Soccer
Major League Soccer (MLS) and its team owners are scoring big this year. In March, a minority sale of the Orlando City FC valued the franchise at $490 million, a staggering figure considering the league was on life support less than two decades ago.
Riding its highs and lows since the late 1960’s, American soccer has been on a single-minded mission to build a fan base in a country whose sporting tradition is rooted in football, baseball and basketball.
MLS is now 23-franchise strong after adding Los Angeles FC, which debuted in 2018 with a new $350 million, 22,000-seat, soccer-specific stadium.
A Miami team and a Nashville club are also slated to kick off in 2020. The former is owned by David Beckham, the retired English player whose contract with MLS during his tenure with LA Galaxy included an option to own an expansion team at a discounted franchise fee.
The pay-to-play fee is now $150 million, nearly 4x the $40 million that Montreal Impact paid to join in 2012, and 15x the $10 million that Toronto FC had forked over in 2007.
Clearly, the game has moved into a new dimension.
After languishing in the dark ages, American soccer took off in 1968 with formation of the North American Soccer League (NASL).
The impetus was the surprisingly large American TV audience that tuned in to the 1966 World Cup and a subsequent documentary titled “Goal!”, the first World Cup film released in color.
‘Sports illustrated’ featured the first soccer player on its September, 1973 cover issue with the heading ‘Soccer Goes American’.
Stars like Brazil’s Pele, Germany’s Franz Beckenbauer and Holland’s Johan Cruyff were brought out of retirement and signed onto the field to help stimulate interest in the game.
By the end of the 1970’s, NASL reached its peak with 24 teams but the media buzz around America’s growing sport belied the financial health of the league. NASL had over-expanded and over-spent to recruit talent on the pitch.
In 1984, the league that introduced soccer to the nation collapsed, weighed down by red ink and team contractions. But NASL didn't disappear without leaving a legacy. It planted the seeds for youth soccer and the lessons of the need for financial restraint.
When MLS picked up the mantle in 1996, it did so with a centralized structure that controlled costs and decision-making. Though, the renewed experiment was not without its challenges.
Most Americans still greeted the low-scoring sport that was played in shared stadiums with a big yawn. Soccer purists also balked at its low caliber and some of the modified rules.
MLS moved to invest in soccer-specific stadiums and while still preserving a salary cap, implemented the Designated Player Rule, which helped bring back top international players. Beckham was the first one in 2007.
While half the teams are still reporting operating losses, the picture today is a far cry from 2001 when the league racked up cumulative losses of $250 million.
Adidas renewed a 6-year contract with MLS for $700 million ($117 million a year), 3.5x the $200 million deal it inked in 2010. Combined broadcasting rights by Fox, ESPN and Univision are also $90 million a year.
No doubt, the world’s most popular sport has dug its cleats on American turf. But with valuations starting to skyrocket, let’s hope the ball doesn’t become a bubble.
SPECIAL OLYMPICS August 11, 2009 Eunice Shriver, sister of former President John F. Kennedy and founder of the Special Olympics, dies the age of 88. Shriver was awarded the Presidential Medal of Freedom in 1984 for founding a sports organization dedicated to persons with physical and intellectual disabilities. The Special Olympics today serves 5 million athletes around the world.
SOCCER August 3, 1999 French striker Thierry Henry joins Arsenal FC after a brief stint with Juventus. Henry became Arsenal’s all-time leading scorer with 218 goals and two FA Cups. He was a member of France’s 1998 World Cup winning team and the 2006 runner-up squad that lost to Italy in a penalty shoot-out. One of the greatest attackers in the game, Henry also played for Barcelona and NY Red Bulls.
MOTOR RACING August 3, 1989 Formula One racer, Jules Bianchi, is born in Nice, France. Making his debut in 2013 as a driver for Marussia, he finished 15th in his opening race at the Australian Grand Prix. Only a year later, the young driver would crash at the Japanese Grand Prix and remain comatose until his death in July, 2015. His F1 fatality was the first since Ayrton Senna perished 21 years earlier.
GOLF August 3, 1979 Sam Snead becomes the oldest player at 67 to make the cut at the PGA Championship. The three-time champion who had won in 1942, 1949 and 1951 finished 42nd with a score of 288 (+8). Australian David Graham claimed the event, firing 272 (-8). Snead continued playing until 1987 when he retired with 82 PGA Tour victories, including seven majors: 3 Masters, 3 PGA’s and 1 Open.