Why Should We Care?
Since its enception, MLS has been despirately trying to give its clubs greater exporsure not only in American, Canadian and Mexican markets, but in those abroad as well. While many might have a slightly negative view of the little American kickabout league, it seems that league management might have a very different view on things (i.e. the Beckham saga).
With this in mind, one only need to look at the current state of MLS soccer to see that their plans might actually be working in their favor. Having signed Becks to one of the most lucrative sporting contracts ever, while brining in top European and Latin American clubs for friendlies and to face the MLS Allstars, greater media exposure has been granted and thus numerous lucrative PR opportunities.
The expansion of the league to fit another 1-4 possible clubs aside from the new Sounders (i.e. St. Loius, Montreal, Philly and Miami) is not only a positive sign for the league’s accounting department but for the teams, players and fans as well. It has even been suggested that la Liga outfit FC Barcelona are planning on following the footsteps of Mexico’s Chivas Guadalajara and Austria’s Red Bull Salzburg (formerly SV Austria Salzburg) in signing a sister contract with and even funding a new Miami based club. Overall, it seems, while many might not notice the league’s talent, they sure do notice its marketing potential.
This then brings us to the topic at hand, the Pan Pacific Championship, being underwritten by the leagues Soccer United Marketing arm, was founded in 2007, but did not begin play until 2008, when the first four clubs faced off in Honolulu. The tourney, which takes its teams from Australia’s A-League, Japan’s J-League, the MLS and China’s Chinese Super League was designed as a preseason friendly tourney to allow for a greater expansion of the game in local markets. This season however, one noticable change was made, being the Suwon Bluewings from Korea will fill in for the A-League representative.
To date, only one club has successfully brought home the title, being last year’s winner Gamba Osaka. Osaka, who have struggled as of late, finishing 8th in the J-League table have been replaced by Oita Trinita, who finished 4th. Joining them will be the LA Galaxy, who apparently were placed in the tourney as hosts and as a replacement for Chivas USA. The other club, China’s Shandong Luneng Taishan, finished as champions of the China Super League in 2008.
Overall, the cup matches haven’t really attracted any real fans to the arenas, but when one sees past the initial push for a profit margin, the USM’s main goal is clearly visible. As Bruce Arena might not necessarily appeciate the antics undertaken by AC Milan on David Beckham’s behalf of the spectre of Landon Donovan extending his loan move, it is his and MLS’ deepest wish to grow soccer talent in the US and hopefully try to export this rare and sometimes underappreciated commodity.
The market for such a commodity, while being seeminglhy overwhelmed by talent from Africa, Latin American and Asia, is surprisingly open to the idea of American export. Recent moves abroad by Americans such as Jay DeMerit, Domonic Cervi and Brian Arguez (just to name only a few) have been key measuring sticks as to the importance and value of such players.
So, while the American fans might only see this cup as a novelty in the greater picture of American athletics, its service is absolutely invaluable.
Peter Herrnreiter
