Once again, MLS executives prove they are not in tune with their product.  The Gold Cup provided the perfect opportunity for MLS to expand their fan base.  Collaboration with CONCACAF representatives could have brought doubleheaders featuring one MLS game and one Gold Cup game from the first game through to the final (This year’s format does provide doubleheaders, two Gold Cup games/one stadium, except for the final).  

A collaboration among organizations would have allowed for more stadiums to get an opportunity to host the Gold Cup, which in turn, allows more people overall to see live soccer action.  By spreading the wealth, Soccer gets more promotion and more exposure.

What this would have accomplished is good for both CONCACAF and for MLS.  By having an MLS game take place for fans who might not be familiar with the MLS product, there is a possibility of enhancing the significance of the CONCACAF Champions League.  Fans of different heritage would get the chance to see teams which may play in the Champions League.   

MLS would  have benefited by getting their product to their easiest fans to win over, soccer fans.  A game between Guadeloupe and Nicaragua in Reliant Stadium on the 9th of July with an MLS game as part of the attraction is a marketing wet dream for the Houston Dynamo.  

The biggest dilemma for the organizers of these events would have been which game becomes the headliner.  This is a problem you want to have.  Some may argue the MLS game may have more broad appeal than the Gold Cup game or visa versa.  Regardless, there are still two games to be played and to be enjoyed for fans. 

There’s also the possibility of marketing to the sports fan and getting them more heavily involved.  With 2 games to see, there’s a stronger likelihood they’ll see a great game and be pulled in more to soccer as an entertainment option.  (International doubleheaders tend to attract a specific audience already familiar with Soccer). 

Scheduling MLS games could have been made easier by getting all the teams involved during this 3 week period of 25 matches.  They could have scheduled just 25 MLS matches during this time. 

Among the 25 matches to be slotted to accompany Gold Cup matches, another brand could also fill the void.  With sufficient planning and anticipation from U.S. Soccer and CONCACAF, some U.S. Open Cup matches could have been included. 

It’s dissappointing this is not transpiring because it would have made for great theater and discussion for soccer fans.  It also seems that this idea would have garnered more national attention from ESPN.

Who is the real target demographic of professional soccer in the U.S.? Is it Soccer Moms?  Is it Soccer players?  Is it Latino people?

Sure, Soccer Moms, Latinos and Soccer players make up some of the peripheral targets, but who makes up the core target?

One U.S. pro soccer fan thinks he’s the core target demo.  He’s 41 and 1/2 years old and had been a consistent fan of the big 3, football, basketball and baseball his whole life, until recently.  As a new Soccer fan and not having been a soccer player for more than 20 years, he watches snippets of world soccer leagues, but does not go out of his way to find them.  He doesn’t have Fox Soccer Channel to watch at home, though he wonders what life would be like with it.  He doesn’t own a soccer scarf and has no plans to purchase one.   

He supports Obama and likes to talk politics, but does not consider himself a Republican or Democrat.  He doesn’t tweet yet, but has recently investigated Facebook as a possible hobby.  He likes Spanish music a lot, but does not like watching American Idol or Dancing with the Stars.  He has attended one women’s Roller Derby and one Lucha Libre and only watches short stints of MMA, but he is ready to watch American Soccer every night of the week.

He only glances briefly at NASCAR, but loved Talladega Nights with Will Ferrell.  He wants to know a little more about Lacrosse and Cricket, but not too much.  He likes to watch and play Tennis a lot, but only can take small doses of watching or playing golf.  He likes to spend time with his wife and kid and wishes he had season tickets for a professional soccer team in his area.

He likes to travel, but does not like to get too involved in popular culture.  He is college educated, but thinks college is overrated.  He likes movies based on a true story, but really liked ‘Oh Brother, Where art Thou?.’  More than anything, he is really sick and tired of the big 3 sports and is trying to wean himself off of them.

He refuses to succumb to the word ‘pitch’ to replace the word ‘field’ and still hasn’t seen ‘Bend it Like Beckham’, but he did really enjoy the documentary on the NASL Cosmos, even though he’s not old enough to remember too much about the league.  He also refuses to succumb to the abbreviation FC or nicknames like Chivas and Real, which seem foreign and pretentious.  He’s looking forward to an old name coming back, Rowdies.  He gets confused by all the different cup competitions and would rather see a longer regular season of professional U.S. Soccer.

His socioecomoic status is middle class, but he relates well to all classes; middle, middle-upper, middle-lower, upper and lower.  He lives in an apartment and his wife keeps pushing him to buy a house.  His work fluctuates, which is another reason he needs a stable, semi-daily American Soccer league, so he can get away from all of his work problems. 

Above all, he considers himself a U.S. sports fan, who deals daily with his disenchantment for baseball, football and basketball.  He looks forward to the day he can go to a franchise restaurant where the volume is up on a U.S. pro Soccer league match like it sometimes is on the big 3.