USL Jägermeister Cup could be a key to future league success
The competition's potential is exciting and could be eventually expanded to the women's side
The ongoing first edition of the Jägermeister Cup has been wildly successful.
My initial concerns that confusion would reign between regular League One matches and cup matches, leading to a drop off in interest for the later have not come to pass. In addition the rules, which encourages attacking play has created some outstanding matches after a somewhat clunky start in the first week of cup action.
The format of the cup which features regional play and shootouts to determine a winner in each match has kept interest high while fostering some regional rivalries.
What’s also been impressive is that the fan bases within USL League One have embraced the cup and understand it. This is very different than my experiences with MLS. For many years, I found fans of MLS clubs didn’t comprehend what the US Open Cup was or its relevance. USL L1 fans have already grasped that by and large with the USL (Jägermeister) Cup.
A differentiation with MLS
USL is seeking ways to differentiate itself in the market when competing with MLS on the men’s side (and NWSL on the women’s side). While the subjects of Promotion and Relegation as well as calendar change are often mentioned as the things that can be clear contrasts, having an in-season tournament involving all member pro franchises is something unique that MLS does not have with its MLS Next Pro independent clubs.
This cup competition was never intended to be limited to USL League One, and in time could be a tournament where every USL professional team features. My understanding is during the winter and extending into the early part of this season, discussions have been ongoing on how to incorporate USL Championship clubs into future editions of the tournament. Whether that happens next season or the year after, I do believe at some point in the near future we are going to see USL C club compete in the cup.
More importantly, perhaps this tournament needs a more visible and consistent viewing option - the tournament has been exclusively on ESPN+ this season but with USL Championship and League One matches regularly popping up on ESPN2 and CBS Sports Network, wouldn’t featuring this cup on linear television every once and a while make a lot of sense? Maybe even placing the final on over-the-air CBS?
Women’s Cup
Currently the US Soccer Federation does not have a women’s cup competition between professional or amateur teams that it sanctions. As the USL Super League grows and a potential second division launches, a cup competition within USL would work. While the W-League season length and timing makes it difficult to place those teams into a cup competition with Super League teams and effort should be made initially to create one-off matches with some sort of Cup vibe and sponsorship activation.
Long-Term Prospects
This cup competition can be eventually expanded to involve some USL League Two sides, but much like US Open Cup, that is somewhat difficult if the calendar isn’t friendly. Whatever the case with L2, a cup competition with 45-50 USL professional men’s sides and a potential women’s competition make the Jägermeister Cup a potential game-changer for USL in how it is viewed in a congested market in the US. The cup, if marketed and aired properly, gives USL the opportunity to not simply be a stand-alone league system competing with (or viewed as under) MLS.
The matches have been fun, but I still have my doubts regarding expansion into USL Championship or even the need to have the tournament next year with a possible 20 team league.
Looking forward to the expansion of this cup to USLC. I hope the league works to incentivize this tournament with a substantial prize for the cup winner and something for clubs who advance deep. That will keep the cup a priority for participating clubs.