Maximum Impact

While most of the soccer world’s attention is focused on the start of the FIFA World Cup in just over a month, there is plenty going on with the sport in North America. MLS formally announces Montreal will become the league’s 19th team beginning in ’12, continuing the trend of expanding to markets where soccer already has an established fan base. The $40M expansion fee is $5M more than Vancouver paid last year, a positive sign about the long-term viability of the league. Meanwhile in Seattle, Sounders management takes the highly unusual step of refunding the team’s season-ticket holders for Saturday’s game against the Galaxy, which the Sounders lost 4-0. Investor and GM Adrian Hanauer says, “It was quite frankly embarrassing, humiliating, and they don’t deserve that.” In other soccer news, the Mexican soccer federation firmly endorses the U.S. in its bid for either the ’18 or ’22 World Cups, while Nike hopes its Umbro brand can become a bigger player on the world stage.

There's No Wrong Way ...
Hershey's near deal with ESPN to title sponsor Orange Bowl with its Reese's brand.

A Numbers Game
NBA continues to see healthy jumps in ratings -- Celtics' win over Cavs earns 5.1 overnight, while Lakers-Jazz earns 4.4 in primetime Saturday.

Quiet In The Hall 
NASCAR HOF opening tomorrow with slower sponsorship sales than anticipated.

To Love & To Hold
Stan Kroenke proposes to NFL that his wife buy the Rams, says he is "very patient" about sale.

Great American Smoke Out
Longtime Tony Stewart sponsor Old Spice not renewing partnership after this season.

'Zona Defense
The most recent turn in the story of the Coyotes finds Ice Edge in the driver's seat, reaching a new lease deal with the City of Glendale.

Plain & Simple? 
New Meadowlands Stadium's first big event reveals the venue is "really nothing spectacular."

Playing Tee Ball
Brewers in advanced talks to bring a Champions Tour golf event to Milwaukee.