Beckham In America: MLS TV Partners Stoked For Arrival

ESPN Has Option To Increase Number Of MLS Broadcasts

After David Beckham signed a five-year deal to play for the Galaxy, ESPN VP/Programming & Acquisitions Scott Guglielmino indicated that the net “has the option to add other games on ABC and ESPN in addition to its weekly Thursday night game on ESPN2,” according to David Barron of the HOUSTON CHRONICLE. Guglielmino: “We see this as a tremendous thing for the league and its media partners, but we are in this for the long haul to build up MLS. We will feature the best matchups, and clearly, Beckham signing is something we will take advantage of. But our focus is on the league as a whole” (HOUSTON CHRONICLE, 1/12). Guglielmino added, “We will have the ability to add games on the fly for both ABC and ESPN, and this gives us another reason to do so. When we were negotiating the new contract (last summer), we knew the league was considering a new rule to allow this kind of player movement, but it wasn’t a material part of the contract for us” (L.A. DAILY NEWS, 1/12).

REAX: ESPN Exec VP/Content John Skipper called the Beckham signing “a milestone event for soccer in this country. ... This is tremendous news for fans and for companies like ESPN who have made a long-term commitment to the sport” (THE DAILY). Guglielmino added Beckham “has the ability to impact ratings, immediately both with his caliber of play and his celebrity. It will draw non-fans to tune in to sample soccer, and then maybe they’ll come back and get hooked” (BLOOMBERG NEWS, 1/12). Fox Soccer Channel (FSC) GM David Sternberg said, “This is a huge step for the MLS and soccer generally. The league has made a significant commitment to upgrading the product on the field” (DAILY VARIETY, 1/12). Broadcasting & Cable’s Ben Grossman said that execs at ESPN and FSC “are ready to capitalize” on Beckham. Grossman: “They are ecstatic. Clearly someone of this magnitude will not only bring in soccer fans but the mainstream sports viewer for some first-time sampling. That is crucial in trying to grow any kind of television product” (L.A. DAILY NEWS, 1/12). MLS Crew coach Sigi Schmid: “I’ve never seen ESPN this excited about soccer in my life. But the real test will be down the road, in how it can help elevate our league and our sport” (L.A. TIMES, 1/12).

Skipper Calls Beckham’s Signing U.S. Soccer Milestone

CONTINUING COVERAGE: In L.A., Tom Hoffarth notes FSN has a five-year contract with the Galaxy that runs through ’09 that covers 18 regular-season games and the potential of two postseason contests. Hoffarth: “Expect more on the back end this time.” FSN will begin its Beckham coverage with his introductory press conference today at 1:00pm ET on FSN Prime Ticket, and it will “sandwich Galaxy GM Alexi Lalas into its Lakers’ pregame show coverage tonight on FSN West” (L.A. DAILY NEWS, 1/12). GolTV will air a 5 1/2-hour special on Beckham Saturday night beginning at 6:00pm ET (Toronto GLOBE & MAIL, 1/12).

BECKHAM MONITOR: The Beckham signing was covered on all three network news broadcasts on Thursday night and all three network morning shows on Friday. ABC’s “World News Tonight” first reported on Beckham at 22:45 into the broadcast, with 0:31 of total coverage. NBC’s “Nightly News” first reported on Beckham at 25:45, with 2:02 of total coverage. CBS’ “Evening News” first reported on Beckham at 26:01, with 2:37 of total coverage. NBC’s “Today” and CBS’ “The Early Show” each aired two-minute reports on Beckham in the first 20 minutes of their broadcasts. ABC’s “Good Morning America” featured more extensive coverage, with a 2:30 report at 7:17am ET and 30-second reports at 7:30am and 8:00am. At 8:06am, “GMA” aired a six-minute live interview via satellite with Beckham. ABC’s Diane Sawyer and Robin Roberts, having heard that Beckham is a basketball fan, presented Beckham with an anachronistic No. 8 Kobe Bryant jersey. The 6:00pm “SportsCenter” reported on Beckham about 20 minutes into its broadcast. ESPN’s “PTI” led with Beckham and ESPNews aired reports throughout the day. FSN’s “FSN Final Score” reported on Beckham with the seventh report in the first segment of the broadcast (THE DAILY).