The new MLS season was previewed by Brad Wolverton of
BUSINESS WEEK, who wrote that the league "has lost" $40M in
its first two seasons, "and it could get worse." MLS
Commissioner Doug Logan is "preparing" for a $20M loss in
'98. This summer's World Cup "will draw attention away from
MLS and possibly exacerbate the slump." In addition, the
league is being sued by some "disgruntled" players over
their "relatively low pay." Even the U.S. Hispanic market,
"the backbone of the league," is "proving unreliable," with
Hispanic attendance dropping 10% last year. The league has
hired TX-based Dieste & Partners, an ad agency which targets
the Hispanic market, to "reignite" that demographic.
Wolverton writes that to "become the fifth major sports
league," MLS "must secure higher-paying TV deals ... [and]
must make more" through licensing than their "measly" '97
total of $2M (BUSINESS WEEK, 3/23 issue). In Tampa, Rodney
Page reported that season-ticket sales "are up in most
markets," with Tampa's improving from 1,725 to 2,559 and
Colorado and Dallas "up significantly." Logan: "Overall,
I'd have to say we're pleased with the season ticket sales.
But one thing we've learned, there are no slam dunks. Every
market is different" (Rodney Page, TAMPA TRIBUNE, 3/15).
ON THE TUBE: MLS' new TV deal, which calls for 12
telecasts on ABC, was noted by REUTERS' Michael Lewis who
wrote that a "potentially larger TV audience does not
guarantee more fans in stadium seats." Lewis: "MLS must
make sure that last season's dramatic dropoff in attendance
is not repeated" (REUTERS/DETROIT NEWS, 3/14). ABC's Phil
Schoen noted ABC/ESPN's six-year deal with MLS during
yesterday's opening telecast, saying that the United-Fusion
game was "just the first game in a very long commitment
between ABC, ESPN and Major League Soccer, into the next
millennium." At halftime of the game, ABC's John Saunders
promoted the network's next three MLS telecasts,
highlighting the star players in the league (ABC, 3/15).
MIXED EMOTIONS: In Dallas, Steve Davis wrote that MLS
officials "don't mind" the fact that their season will
overlap with the '98 World Cup, "[i]n fact, they're
cautiously giddy about it." Logan: "The eyes of the world
are on our sport every four years. So we're hopeful that is
something we can translate into viewership on TV and in our
stadiums." The league is will cross promote the World Cup
and MLS games (DALLAS MORNING NEWS, 3/16). But in S.F., Dan
Glesin called the MLS' decision to continue play during the
World Cup "ill-advised," because fans "may well ignore MLS
in favor of the big boys in France" (S.F. CHRONICLE, 3/15).
