The strong attendance numbers for the WWC indicate
"there is an attendance capable of sustaining a league at a
level above the current W League," according to Frank
Dell'Apa of the BOSTON GLOBE. But league organizers "should
not be overly ambitious. Starting from scratch, and
attempting to promote an on-going league is much different
than the one-time, big event World Cup." Dell'Apa writes
the semi-pro W League level "provides a realistic structure,
and could be modified to incorporate greater investment"
(BOSTON GLOBE, 6/29). Also in Boston, George Kimball writes
that women pro league organizers "need to strike while the
iron is hot," as some feel MLS "erred by allowing a year to
lapse between the conclusion of the '94 World Cup and the
league's '96 startup." A pro women's league "could be
expected to attract not only the entire U.S. national team,
but a veritable galaxy of stars from other nations as well"
(BOSTON HERALD, 6/29). FSN's Jeanne Zelasko: "It looks like
the popularity of [women's soccer] shows no signs of slowing
down. ... The United States has embraced this tournament and
the U.S. team, and it's easy to see why -- Americans love a
winner. ... [But] crowds are not just supporting our own
team, they're getting excited about all the games. ... The
women's style is more attractive to the casual fan than the
men's is" (FSN, 6/28). But in Portland, Ken Goe wrote that
soccer "won't make it big as a spectator sport" in the U.S.
"until the push for it comes from the bottom up. The need
has to be felt by the kids in the park, not created by an
advertising agency hired by an athletic apparel company."
The WWC is a "Really Big Event. Don't draw any false
conclusions. And scrap the coronation" (OREGONIAN, 6/28).
AD MONITOR: The AP's Skip Wollenberg wrote that the WWC
"has sparked little attention on Madison Avenue," as both
McDonald's and Coca-Cola are relying on in-stadium exposure
and not running extensive promos around the event. Neither
has purchased TV ad buys on ABC, ESPN or ESPN2. IEG
Sponsorship Report Editor Lesa Ukman: "Emotionally, I want
to tell you this is a great (marketing) opportunity. But
the truth is it's soccer" (AP, 6/28)....S.F.-based Leagas
Delaney created a new TV, print and outdoor campaign for WWC
sponsor adidas around the event. It broke last week with
the tag, "There from the start." The "majority" of the
estimated $15-30M budget will be spent in the U.S. adidas
European Ad Dir Neil Simpson: "We want to show that unlike
other newer brands, Adidas was supporting girls' soccer from
the early days" (ADWEEK, 6/28 issue).
ODDS & ENDS: CBS' David Letterman continued his
adulation of the U.S. women's team: "Over the weekend, the
deal was closed, and I purchased the U.S. Women's World Cup
team. I own the United States Women's World Cup team." His
"Top Ten Slogans for the U.S. Women's World Cup Team": No.
10) Come Watch Hot Women Take Their Aggression Out On
Belgians; No. 5) It's Like a Backstage Brawl at Lilith
Fair; No. 4) You'll Come For the Hamm, You'll Stay for the
Brandi; No. 3) Tickets Are $4.95 a Minute, $3.95 Each
Additional Minute ("Late Show," 6/28). ...NEWSWEEK's
"Conventional Wisdom Watch" gives an "Up" arrow to Mia Hamm:
"Mama Mia! U.S. women's World Cup star is living up to the
hype. You go, girl!" (NEWSWEEK, 7/5 issue).
