This whole David Beckham mess has me thinking about "foreign stars" and their role in the growth of MLS. While Beckham's appeal and marketing clout are undeniable and transcend national boundaries, he may not be best prototype for star signings as the league looks to expand its visibility.
When Yomiuri Giants baseball star Hideki Matsui signed with the New York Yankees in 2003, the profile of Major League Baseball in Japan rose dramatically. Despite a seemingly insurmountable time difference, Yankees game broadcasts received national attention in the baseball-crazed Asian nation. Soon, Yankee stadium fences sported Japanese-language advertising, sales of MLB merchandise in Japan skyrocketed, and other Japanese stars angled for moves to the United States. This effect (which I'm calling the "Matsui Effect" for the purposes of this commentary) has led to raised awareness of Major League Baseball in the slugger's home nation, while opening a new market and providing new revenue to the Yankees and MLB. While MLS does not sit at the pinnacle of its sport in the way Major League Baseball does, it seems likely that opportunities exist to tap into the Matsui Effect with foreign stars from nations who may not classify as traditional footballing powers.
In December of 2008, rumors circulated both in Korea and the U.S. that Ahn Jung-Hwan, one of Korea's most popular players, was a target of several MLS teams. On-the-field talent concerns aside for a moment, the increased attention given MLS by Jung-Hwan's countrymen as a result of his arrival could have been significant. Even with the general opinion of the United States on a low ebb (improved since the election of Barack Obama), American culture still holds drawing power abroad. Combined with a significant push from a cultural icon like Jung-Hwan, this American magnetism could bring MLS millions of dollars in both ad revenue and merchandise sales.
For many nations passionate about soccer but who lack a strong domestic league, the exploits of their countrymen abroad serve as a point of patriotic pride. Players like George Weah of Liberia become akin to gods in their homelands, able to heal tears through the fabric of the country with their celebrity. While MLS is extremely unlikely to sign players on the level of Weah (in terms of both ability and national status), there are several players who might fit the bill to bring with the the Matsui Effect.
First, the elements that make up a potential "Matsui Effect" candidate:
1. He must be a massive celebrity in his home country (perhaps even mentioned as a source of "national pride")- While there may be more accomplished or perhaps more talented players from his country, our candidate must be a larger-than-life icon in his homeland.
2. His homeland must be either relatively affluent or have a substantial population- The net results of the Matsui Effect are dependent on either the money available or the size of the market; talented players from smaller or poorer countries, no matter their national celebrity, can't have enough of a marketing impact to be called Matsui Effect candidates.
3. His abilities must allow him to be a substantial contributor- No matter how popular he might be, the candidate's homeland is unlikely to follow the league for long if the player is unable to make contributions on the pitch.
On to a few candidates off of the top of my head:
Andrei Shevchenko
Shevchenko-to-MLS is not a new idea, and the mercurial Ukrainian star is a perfect candidate. The Ukraine is not the ideal affluent nation to target, but the attention the striker would draw to MLS from all of Eastern Europe would be significant.
Shunsuke Nakamura
Nakamura has stated his desire to return to Japan to finish his career, a fact which may preclude him as a serious MLS target when his time in Scotland comes to an end. Regardless, Nakamura's potential ability to open the Japanese market to MLS is massive. Japan is the crown jewel of foreign markets; a culture rabid in their culture and expansive in their affluence. Despite a strong domestic league, the Japanese, just as with their passion for baseball, are easily enticed to follow American franchises.
Unnamed Chinese Player
China's sheer size makes it the most attractive untapped market for any sports league. Signing a Chinese player of import (I am entirely too unfamiliar with Chinese football to attempt to name one) could be huge for MLS, in the same way that the signing of Yao Ming to an NBA contract has led to an explosion of marketing opportunities for the basketball league.
For American soccer fans, the spectacle surrounding these celebrity signings can often be frustrating. David Beckham's time in American and current ongoing dalliance with AC Milan has left us wary of big name signings who are unable (or unwilling) to contribute on the field. In a perfect world, MLS would be allowed to grow organically, free from the necessary evils of creative marketing and the unfortunate reality of minuscule bottom lines. But because the league needs revenue to grow and improve its overall quality, players that can create the Matsui Effect are an important part of the effort. As long as these players are legitimately talented, there is no reason that MLS should not try to take advantage of their celebrity in their home nations, hopefully to lucrative results.
Feel free to propose a few candidates of your own, or give me your thoughts on my "Matsui Effect" concept.
