In 2011, Major League Soccer (MLS) attendance hit an all-time high, pushing the sport into the No. 3 spot over No. 4 NBA (17,319) and No. 5 NHL (17,126). Average MLS attendance climbed to 17,870 in 2011, up from 16,675 in 2010. While television viewings for soccer and basketball differ at this point, ratings for soccer programming continue to climb, sparking network battles for broadcast rights of various soccer properties.
By contrast, after declining for two consecutive years in 2009 and 2010, NBA attendance rose 1% in 2011, but still fell farther behind the comparative surge in MLS.
MLS hits its stride
What’s happening is that MLS and Soccer United Marketing in partnership with broadcast partners Fox and ESPN are finding ways to make the world’s most popular sport attractive to the American public. One change that has boosted attendance is the continued construction of intimate, aesthetically pleasing soccer specific stadiums, where there are no bad seats in the house and the passionate atmosphere generated by fans is pervasive throughout.
Another reason for the increase is Major League Soccer's better understanding of genuine soccer culture, well-established in the Pacific Northwest, which now boasts three MLS teams - Seattle Sounders, Portland Timbers and Vancouver Whitecaps. These clubs are leading the way in the U.S. with more European-style club philosophy and innovative marketing. Seattle, who inhabit massive CenturyLink Field, have led the League in attendance (38,495) for three years and this season hosted 64,140 for legendary goalkeeper Kasey Keller’s final home game before his retirement.
The Portland Timbers have taken the road of merging sponsor and product, with results such as the humorous TV commercial featuring Portland head coach John Spencer as a rakish air attendant on Alaska Airlines, a team sponsor.
MLS has also worked to improve the quality of the product on the field. As of August, MLS rostered 23 designated players on 12 different teams. That increase is due to changes in the designated player rule to encourage clubs to sign up to three designated players and also to sign younger designated players at reduced cost. MLS is now the most diverse of the top five U.S. sports leagues, rostering approximately 184 international players from 57 countries.
Broadcasters on board
Since the 2009 “Summer of Soccer,” broadcasters are well-aware of the American appetite for international soccer. ESPN's broadcasts of 2010 FIFA World Cup and 2011 FIFA Women’s World Cup both jumped off the charts in ratings, with the 2011 World Cup doubling record viewings. The interest and opportunity for profit is so great that Fox and Telemundo recently outbid ESPN to the tune of over a $1 billion for the rights to broadcast FIFA World Cups 2018 and 2022.
MLS still has a steep hill to climb to challenge No. 2 in attendance Major League Baseball (30,352) and No. 1 NFL (66,960), but with expansion MLS Montreal Impact launching in 2012, innovative marketing initiatives and improved relationships with lower divisions of professional soccer, that margin will continue to narrow.
MLS attendance ranking climbs internationally
MLS attendance also ranks higher internationally, now holding the No. 10 spot.
1. English Premier League: 35,283
2. Germany Bundesliga: 42,101
3. Spain La Liga: 29,128
4. Mexico Primera: 26,722
5. Italy Serie A: 24,031
6. Argentina Primera: 19,843
7. France Ligue 1: 19,650
8. Netherlands Eredivisie: 19,116
9. Japan J League 1: 18,428
10. U.S. Major League Soccer: 17,870
11. England League Championship: 17,388
12. Brazil Serie A: 14,839
13. Germany Bundesliga: 14,539
14. Scottish Premier League: 13,677
FOLLOW US SOCCER EXAMINER AND LE EISENMENGER ON TWITTER AND SUBSCRIBE TO EMAIL ALERTS.
Comments