MLS concludes its inaugural season with MLS Cup '96 in
Foxboro, MA on Sunday. The game, matching DC United-L.A. Galaxy,
will be seen live on ABC at 3:30pm ET. As MLS execs review the
season, there's "plenty of reason for self-congratulation," as
the bottom line is "heartening," according to David Halbfinger of
the BOSTON GLOBE. With expenses of around $70M, MLS will lose
about $20M this year, about $4M less than projected. MLS will
use the savings to double its player acquisition budget for '97.
But the league is "still wrestling with growing pains: a subpar
TV product, the beginnings of a player's union and early signs of
unexpected disparity between big-and small-market teams." Among
areas for MLS Commissioner Doug Logan to address in the off-
season: API, the company that produces MLS TV broadcasts has
"taken a heap of abuse for untrained camera crews and
unsophisticated, babbling announcers." Some MLS players,
"unhappy with salaries ... and confused whether to take their
beefs to the team or to the league office, are talking about
forming a union." Also, plans to expand to Chicago in '98 are on
hold pending a Soldier Field renovation. But Logan said sponsors
will boost their spending on media from $4.5M this year to $10M
(BOSTON GLOBE, 10/18). In reviewing the season, the WALL STREET
JOURNAL's Stefan Fatsis notes MLS "showed it's possible to carve
out a home in the oversaturated U.S. sports market." Fatsis puts
the season's losses at $15M. TV ratings on ESPN2 were "better
than college basketball and just below" the NHL. But "patience
separates MLS from other start-ups," as the league receives
revenue, in order, from tickets, sponsorship, licensing, and
broadcasts, "the reverse" of larger leagues. MLS sold "only"
$20M in merchandising, and is "proceeding slowly," looking to
build up brand name to make it more valuable in the future (WALL
STREET JOURNAL, 10/18). MLS' first year "has been more
successful than even soccer's most ardent enthusiasts
anticipated" (DETROIT NEWS, 10/18). Brandon Steiner, of Steiner
Sports Marketing: "This year was a positive, not a superlative.
... They need a (Wayne) Gretzky" (Jerry Langdon, USA TODAY,
10/18).
NEWS & NOTES: In DC, Leonard Shapiro writes, "Why the
league would schedule its marquee game opposite the NFL is
somewhat of a mystery." MLS Commissioner Doug Logan: "I've got
the philosophy that in our first three years, I view TV as
dissemination and outreach. We do not need it as a major revenue
source" (WASHINGTON POST, 10/18). In L.A., Tom Hoffarth writes
that "those who pretend to know" have told MLS the title game
will draw an "unspectacular yet respectable" number of viewers.
Hoffarth notes the time slot for the game "might seem suicidal,"
but adds Logan points out that MLS research shows the demo for
the sport is "much younger than any other," so it'll have its
core audience "no matter when or where its on" (L.A. DAILY NEWS,
10/18)....Alexi Lalas will sing the national anthem before
Sunday's Game (BOSTON GLOBE, 10/17).
