From Sports Business Journal (through WVHooligan, where I stumbled across it) comes the news that MLS clubs are doing well with season ticket sales despite the poor economy.
While Seattle's season ticket success prior to their first MLS match has been well documented and has those in soccer circles buzzing, and Toronto's sellouts gave the league and potential expansion cities reason for optimism, it was unknown how the economic downturn might effect MLS clubs for the 2009 season. While it is still early, and not all clubs have commented on their sales figures, it may be safe to say that soccer will actually benefit from an environment where consumers are more frugal.
With limited entertainment dollars at their disposal, fans may find themselves priced out of the mainstream American sports. Several MLS teams play in cities where there is little or no competition during the league's summer schedule. Those that do share markets with Major League Baseball clubs (the only other major sports league active during the summer) may have a leg up on those teams due to smaller, less expensive ticket packages. Even when competition is not a factor, MLS teams are simply doing more to creatively market their product. While I have heard of two MLS teams that do little or no marketing in their local areas, several clubs have taken positive steps to connect with their communities and engender loyalty that will serve them well in the future. MLS teams, just as with all sports franchises, must build long lasting fan relationships that will carry them through hard economic times, or through losing spells that would otherwise see attendance lag and revenue drop drastically.
I'm certainly buoyed by the figures, and I hope that MLS shocks all observers and sees an overall attendance increase in 2009. The reports of creative ticket programs and marketing campaigns are encouraging, as they indicate an understanding on the part of the clubs of both the current economic climate as well as their place in communities on which they rely. Filling stadiums should be job one, as the MLS has sorely lacked for consistent stadium atmosphere in its brief history. Atmosphere may be more important for soccer than for any other sport, as full stadiums and passionate crowds make for engaging televised matches. Television is key to the long term survival and potential financial strength of the league, and ratings must improve if MLS is to continue to grow unimpeded. The connection between television ratings and attendance is often overlooked, so any progress on the latter should help to raise the former from their current poor standing.
Whether or not they see the big picture and understand the importance of strong attendance numbers for the league as a whole, or if they are simply doing their jobs and are taking steps to sell tickets in a tough economic time, it seems MLS sales departments are doing work that will benefit all. Discounting tickets and moving towards a "bargain event" mentality may seem a step back and a tough pill to swallow for a league striving to play with the big boys on the American sports landscape; but it is the right thing to do for now, and will hopefully see MLS take the next step towards increased popularity. If going to a MLS game is cheaper than the alternative, casual fans and those who may not have otherwise considered the option may find themselves enjoying American professional soccer at its highest level. Let's hope some of them catch the bug and end up with the passion for soccer that will help our game grow in our country.
Soccer specific stadiums will help atmosphere as well, but pure numbers are the most important factor. It's disheartening to wach an MLS game with large gaps through field level seats; the first instinct of any sports fan flipping by the game is to change the channel. If not enough people care to fill the good seats, why should they care?
