So, in case you didn’t already know this, I am a huge soccer fan. This means that, for about one month every four years, not much in my life matters. Because, for this month at least, the events of my life pale in comparison to the glory that is the World Cup. I will wake up early to watch games; I will catch replays of the ones I miss on espn3.com; I will cheer ecstatically for every positive move from my team, U.S.A, and I will experience the inevitable sorrow of their trademark early dismissal from the tournament. But I will not stop there. I will loyally watch every game from the round of 16 up until the final; because for me, the Cup does not end when America’s chances end: it’s usually only just beginning.
But I’m not a typical American. The typical American is skeptical, at best, of soccer. They may not hate it, but they vastly prefer fast-paced, action packed sports like football or basketball, or sports steeped into American tradition, like baseball, golf, or racing. A Harris poll conducted almost annually since 1985 confirms this. When American participants were asked to choose one sport as their favorite, only 2% chose soccer as their favorite, which put it in 9th place. Unfortunately I can’t compare apples to apples on this, but for rough comparison, 46% of adults in the UK follow football(soccer), and 10% participate in it…
The point I’m trying to make here, is that FIFA, soccer’s international governing body, is largely missing out completely on the U.S. market. 97% of FIFA’s income comes from event related revenue. Among other things, this covers licensing, marketing, and, primarily, broadcasting income. What is their one chance to gain ground, and therefore increased marketing, licensing, and broadcasting revenue in the U.S. market? The World Cup. This is the only time in four years that America watches soccer. And a large percentage of Americans watch only matches in which the U.S. is involved. So, based on a typical U.S. performance, that gives FIFA: 4 games. Four games to capture our nation’s attention. Four games to prove to the great god of sports, espn, that their investment was worth it. So you’d think that, in those four games, FIFA would want to make sure that Americans were seeing soccer at it’s finest. You’d think that FIFA would want these games to go flawlessly. Right? Right?
Well they didn’t.
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