February 9, 2007
SOCCER IN THE DESERT?
USA-Mexico sheds light on new market
By Norb Ecksl
Guest Columnist

The atmosphere was festive and walking through the early arriving crowd you saw youngsters with their faces painted and adults with their faces painted. They were young and old…and all ages in between. They were Hispanic and Anglo.

They were here to witness a sporting event at the University of Phoenix Stadium in Glendale, Arizona, home of the Arizona Cardinals football team in the National Football League. This state-of-the-art facility had already seen a full house of fans during the pro football season, the Fiesta Bowl Championship and the BCS College Football Championship in its first year of operation.

This event, too, was a sellout. The roof was open and everyone was eagerly anticipating an interesting match. Now, you ask, what were they all there to see? The excitement was caused from the prospect of viewing a soccer match between the US National Team and the National Team of Mexico in a “friendly” battle.

If I said to you that a soccer match in the Arizona desert somewhere in the Phoenix metropolitan area would be a sellout a full day before the match, you would have booked a reservation for me in the nearest funny farm. In recent Southwest sports history, that probably would have been the case. But yet, in the ever-changing demographics of this area, it happened! And, by the way, the match was nationally televised by ESPN2 (basic cable) and Univision.

The type of enthusiasm and excitement for a match of this caliber can be found anywhere in the world. The fan gear, the banners, the costumes, the headdresses, all in place with only two color combinations…Red, White and Blue and Red and Green. The atmosphere was “major league.”

But, here comes the rub. Can this fan enthusiasm and support translate into favorable numbers for a MLS team placed in this market? In the Valley of Phoenix? Enthusiasm, fanaticism and undying support for “THEIR” team while they compete for the professional championship on the major league level in MLS?

Of the many fans I spoke with in a very non-scientific poll, I heard the same basic answer. If ever a MLS team would call Phoenix home would you attend? The resounding answer was yes…they would pay $10, $20, $25 for a seat in this beautiful facility during the summer to take in a match…bring the kids…make it a family or club outing. Would you buy Season Tickets? Again, the standard answer was…we’ll see…some wanted to know who would be playing on this team? Would we get to see this Beckham guy? We’d come to see him play against us. Some even knew he would be playing for the team in LA.

Part of a ten-year old team from Mesa (an hour van ride) let me know that they would come to watch…and their coach agreed. We’d bring them as many times as possible. They also asked if Mastroeni would be playing for Phoenix. They knew he was from here. Awareness for a sports product is a wonderful thing, but it doesn’t relate the whole story!

Times are different know. Thirty years ago when the NASL was in full bloom, technology and lifestyle was not what it is today. So many of the professional team sports axioms do not apply today concerning this situation and this market. However, host a MLS team in the Valley? Is that what is needed? Could it work? This market is ready and has matured into one of the top ten in the country.

If the interest displayed Wednesday evening is any indication…in the slightest…the answer is yes. But as in all new things, it has to be done right.

As the Americans readied to take a corner kick in the 62nd minute, chants of “U-S-A, U-S-A,” rose throughout the stadium and in the blink of an eye it was 1-0. A record crowd for a soccer match in the State of Arizona stood and cheered…not all in attendance cheered…but a large number…who, by the way, might just be a prospect to attend a MLS match in the future. We’ll, see!


Norb Ecksl is president of Big League Sports Productions, a Phoenix based marketing company.