No it wasn’t the high rated drama that MLB had for its All-Star extravaganza last week, but from a grassroots, drama and activation standpoint, Thursday's MLS All-Star game in Toronto was more proof of the worldwide game continuing to get a stronger foothold in North America.(as outlined by Tripp Mickle in the Sports Business Daily today) and integration of corporate partners in everything from the ESPN broadcast to offsite activities with kids showed how much MLS has grown as a business property that understands its audience. Also unlike other All-Star events, putting the MLS stars against a top European foe in a friendly gave the game added dimension and fan appeal, and was a huge messaging point in showing how much the quality of MLS has grown. Drop in Comish Don Garber's well timed and very newsworthy (expansion) state of the game announcements and his drop-in on ESPN, and well as some great player profile items to give the casual fan info about MLS’ rising stars, and the entire package was a bonanza for all involved. Now were there some weather issues and some questions of fan protes.But overall for a league gaining market share it was a nice jumping off point for the rest of the season and beyond.
On to other topics…I would like to thank those who have sent notes about my leaving the IFL as the venture moves into its final stage of being sold or closing down…I believe that the sport of Mixed Martial Arts (Neil Best has a piece today on Pro Elite's second show on CBS tomorrow) has longterm potential and that the grassroots side, like tennis or golf, is where it needs to grow from. I also believe those coming in t.challenge the UFClike the .com boom, the MMA business right now is much more perception than reality on the professional side…and on that note I am actively looking for my next gig, so thoughts and ideas are welcomed ([email protected])….on the branding side, check out the Red Sox first ever venture (with the support of Conover Tuttle Pace) to reall.explain the feel of Red Sox Nation…while many may feel that teams like the Red Sox, Yankees, Dodgers, Manchester United etc. do not need to do branding campaigns, the work is essential to stay on long term message and make sure that even the most casual of fan understand that the brand is just that…a multi-billion dollar investment that grows way beyond what goes on on the field, no different than any other major brand.
