On Saturday, we witnessed scenes from St Louis and other MLS venues of hardcore fans protesting MLS’ treatment of US Open Cup. This competition may not matter to the casual fan - in fact it probably doesn’t matter to the majority that fill MLS’ stadiums. But to the hardcore supporter, it is a big deal.
While much of my evidence is anectodical, it’s fairly frequent. Since December, I have interacted with more MLS Supporters Group leaders than ever and most (particularly ironically from MLS 1.0 clubs) are furious at the league for its handling of Open Cup.
Through the years, MLS’ marketing targets and goals have weaved all over the place and ultimately their hesitancy about the importance of US Open Cup, beyond the actual money & marketing issues, comes down to that. This meandering approach has led them to change targets and rhetoric so regularly, you never know what to expect.
We’ve been told that while Open Cup is important to American soccer fans who focus on local soccer first. for many others it’s become a largely throwaway competition, no different than what has become of domestic cups around the world of late. In fact, the Premier League has recently pushed the FA into changes that damage the FA Cup. So who is MLS’ marketing target? And how does the need to sell Apple TV + subscriptions and the MLS add-on to that impact this?
Oddly enough, the Open Cup appeals to the very same people who are most likely to buy MLS Season Pass on Apple TV +. And the people who buy the most merchandise and obsesses over their teams throughout the week leading up to matches.
I don’t doubt that the vast majority of people who buy single-game tickets to MLS matches don’t care about Open Cup. In fact many may not even know about the tournament as it occurs midweek. But MLS despite its efforts to embrace mass consumerism remains a niche property in the larger US sporting landscape. Culturally it remains largely irrelevant outside certain markets and we see historically, MLS tends to lose its initial edge in places where it expands and does quite well for 3-5 years.
Once that 3-5 cycle is over, your most committed fan, the one buying everything and keeping the local MLS entity relevant is the same person who embraces US Open Cup.
The USL Angle
A theory has been floated around that by publicly undermining the US Open Cup, MLS could curtail expansion in USL and also spook potential sponsors. I think this probably didn’t motivate MLS, but if questioning the Open Cup’s viability and importance served an added goal of hurting USL, it would be a bonus for MLS. In that sense, MLS has played a masterful albeit cynical hand. Because it’s business and consolidation under one umbrella they ultimately seek - not just for the soccer pyramid but for marketing and match promotion as well (SUM).
USL’s behavior has been nearly exemplarily during this same period. I’ve often been critical of USL’s ability to forge consensus and a common purpose among its clubs, but they were rock solid the last few months. This might drive those who were inclined to buy MLS Season Pass to watch USL on CBS and ESPN this season.
Photo from MLSSoccer.com
It's all about getting the most number of eyeballs and for the longest time! Many --perhaps even most?-- MLS Season Pass holders are also fans of other soccer clubs and teams. And could easily be more enamored of a local USL club that's closer and affects that fan more directly, than an arrogant far away MLS club. Over time, the cost of the MLS Season Pass would not be justifiable.....
"This might drive those who were inclined to buy MLS Season Pass to watch USL on CBS and ESPN this season." I do not see this happening. The system is set up that if you are a fan of MLS or your club is in that league, that you will pay to watch that league. As much as I would love to see USL get more growth.. it is D2.. and unless the media coverage of the league changes.. It is still a hard jump for those to go.