While much of the American soccer media has long acted as if NASL either doesn’t exist or simply doesn’t matter, more and more foreign press is paying attention to NASL – and perhaps seeing it as an alternative to the peculiar American institution of Major League Soccer. The columns of the likes of Bob Williams of The Telegraph which have brought NASL to life for the English football fan have enhanced the footprint and profile of the league in key international markets. That also works to stimulate interest and potential investment in the league from abroad. We’ve seen a remarkable amount of new interest in the league from Europe and Latin America in the last year.
In 2016, more NASL teams are making foreign tours to grow their brand and broaden each club’s soccer horizons than all of MLS and USL combined. It is part of an extensive strategy from the NASL to increase the recognition of the league abroad in a manner where it presents itself as a clear alternative to MLS. Having the New York Cosmos as an anchor legacy brand helps – MLS’ clubs save the LA Galaxy don’t have the international name recognition of the legendary New York-based club and thus audiences abroad are more likely to pay attention to the idea of NASL as a viable MLS alternative league in the United States and Canada.
The NASL’s push in many areas revolves around the rules of the league resembling that of the competitions that European and South American fans are more familiar with, than MLS which has a controversial single-entity structure which is unique in the world of football. But in fact NASL has its own peculiarities only possible in the closed-league structure of North America. These include allowing a sports marketing company (Traffic Sports) to own the majority of Class B shares in the league giving it in theory veto power over major decisions, a schedule which is unbalanced featuring one tournament of 10 games and another of 22, as well as a final matchday of the season where start times are not aligned. The league also does not break for internationals.
While if I were advising NASL I would make every effort imaginable to make storylines relevant to those who cover MLS and US Men’s National Team, the league has obviously opted to go in a different direction. Some of this has to do no doubt with the hostility some in the US Soccer press regularly exhibit for NASL. Whether this hostility comes from NASL’s rhetoric about MLS or simply fear of anything that is different it does exist no doubt.
But some of this hostility owes itself to NASL’s behavior. In 2015, league and team officials spent much of the year taking shots at MLS with an almost reckless abandon. Until NASL can demonstrate its league matters to the development of players in North America and its presence is benefiting the Canadian and especially US Men’s National Team programs, coverage will lag among North American soccer writers. Whether this is fair or not, it is a reality. With an average player age of close to 27 and very few individuals in the US player pool at any level, the league is largely irrelevant to many who cover the sport in this region. While that is unfortunate, it is something NASL can work to fix.
I also have some serious concerns over foreign ownership of North American clubs. The soccer business is tough in the US/Canada and non-local owners I feel are far more likely to pull the plug on an entity that isn’t turning a profit if the investors have little in the way of loyalty to the local market. Unlike in Europe where we see clubs, even financially troubled ones flip ownership all the time, we are coming out of an offseason where two NASL clubs folded. Clubs in lower division US-based leagues fold all the time, and if the owners have less in the way of ties to the local market, a concern about them winding up a club when it is convenient economically must exist.
All these concerns having been aired, the NASL is making a serious play for international audiences and investors. That can only help the league in the long run.
Other notes:
- The New York Cosmos traveled to Florida to face Boca Raton FC on Saturday. Boca Raton FC is an ambitious and successful young club in South Florida that won the 2015 APSL Championship and has qualified for the 2016 Lamar Hunt US Open Cup. The club which plays less than 15 miles from the Fort Lauderdale Strikers home venue Lockhart Stadium has made serious inroads with local soccer fans and some potential sponsors. Boca Raton FC faced perennial European qualifier Shakhtar Donetsk in January and has developed a media presence of note as well. Southeast Florida which is home to two NASL clubs has several semipro and amauter clubs making a visible push. Just last week Adriano arrived in the area to play for Miami United FC of NPSL this season. Several other fourth and fifth-tier teams dot the local landscape but Boca Raton FC has stood out among them and have created a real community feel to the club.
- Georgios Samaras arrival with Rayo OKC sent shockwaves across the NASL landscape. The new expansion club has certainly stated its intent with recent signings, but the question remains will they completely gel on the pitch? My guess is that it will take time and OKC is more likely to be a strong contender in the NASL Fall Season but might struggle in the Spring.
