MLS' TV Problem

As an emerging sport in the United States, soccer has definitely become something television networks, advertisers and fans alike are all watching. But what are they watching? Not the MLS. And with a desire to be a respected and dominant league in both the western hemisphere and the globe, the face they present leaves more to be desired.

Lets step back for a minute, and look at the structure of MLS. 19 teams covering the four largest media markets in America; New York, Los Angeles, Chicago and Philadelphia. Also, three teams in what is arguably MLS' most vibrant region, the Pacific Northwest. These areas alone should be targeted hard and often for advertisement of the league and it's matches on Television. Walk around some of these cities and you will be guaranteed to find fans of the game. The beautiful game isn't the most popular and most watched sport in the world for no reason. But then ask them who their favourite team is, or who they most often watch. Chances are it isn't an MLS team. Many answer with Manchester United, Chelsea, AC Milan, Barcelona or Real Madrid. Why? People have seen them on TV, They have seen the success and the glamour that surrounds them. The MLS teams? Ragged step child like teams who you may "follow" but could care less if they won or lost.

For comparisons sake, those teams mentioned above and their respective leagues earn at least twice the size audience in America then the MLS teams do. With ESPN2's matches massing somewhere around the 300,000 viewers during their "Soccer night in America" prime time games and a single Manchester United vs. Manchester City match on April 30^th, 2012 earning 1,033,000 viewers on a Monday afternoon, it should be an obvious sign to the league that they need to act quickly and restructure their TV rights licenses. "But what about NBC purchasing rights to air EPL games? Surely that will help promote the MLS?". Wrong. Although a good idea in principal, capitalism trumps all and NBC knows the market well. The Premier League as discussed is vastly more popular. Thus more people will tune into watch that then they will MLS, who are broadcasted on ESPN and Fox Soccer in America. More people tuning in to NBC then ESPN means that the leagues doesn't gain as much exposure, and less people know about the teams, what is going on, who's hot etc. etc. This turns into a money issue and a league with no money cannot sustain promoting itself on networks which turn out lackluster ratings numbers and eventually contracts run out.

In other words, less MLS exposure = less interest in MLS = less profits for the MLS = bankrupt MLS = big problem for the development of domestic talent in the US and the spread of Soccer as a premier sport in America.

So what can they do? Make these deals work for them. They have contracts with three of the biggest TV distributors on earth. NBC, FOX (NEWSCORP) and ESPN (Disney) are some of the biggest out there. MLS should be saying to NBC, use the BPL games on NBC Sports Network and run the televised MLS games they are contractually obligated to show on NBC. The BPL is a higher level of play and can attract a higher level of revenue, so place it on the cable channel that costs more to acquire. It's a win-win for both. More money for NBC, generating interest in the sport for MLS.

The MLS games and BPL games airing on totally different days and at different times should work too. BPL game on NBC Sports on a Saturday advertises to watch, say the Houston Dynamo vs. Seattle Sounders on NBC , Thursday at 8pm. People are more likely to tune in now. They watch that game and decide they want more MLS. So they look it up and MLS (who should have) advertised more matches on ESPN and Fox Soccer, so they in turn tune in to those networks also. It's simple really, but where is the advertisement? TV only. Log on tohttp://espn.go.com/ what is the headline usually? Football, baseball, basketball. Same with http://sportsillustrated.cnn.com

The MLS needs to be more aggressive in gaining exposure on the web and in other media outlets. There should be something in a contract highlighting the fact that the network, whoever it may be, need to advertise upcoming games, shows and anything MLS at least 5, 10, 15 times a day on multiple platforms in order to gain exposure. Again, a win-win for both the networks and the league. Without this promotion, the league is in dire straits.

The game of soccer in America is a strange beast and is one that has not been fully embraced by the US as a whole, in my view, due to a mostly cultural-historical phenomenon. The fact that the US has not embraced soccer to the extent that the rest of the world has is not a reflection of an economic trend or lack of supply, but by form of American exceptionalism. In order to work that the other way and increase the upward trend of attendance and viewership of the league, MLS needs to find a way to take its supply of entertainment on major outlets and drive that in to demand for more of its product. A task that every business looks to master, but one that will reap many rewards for the league and sport as a whole.