Soccer Marketing 101 - On Major League Soccer and Budweiser

On Monday, Budweiser and Major League Soccer announced they had renewed their partnership to sponsor the league, the Men's and Women's United States National Teams, and the Mexican National Team within the U.S.

Interestingly enough, both the league and Budweiser passed on the opportunity to talk about how the Free Beer Movement has been instrumental in growing both of their bottom lines. Oh well....

“Anheuser-Busch has a rich history in soccer, and we’re thrilled to continue our role as an ambassador of the sport through SUM’s top properties,” said Mark Wright, vice president of media, sports & entertainment marketing, Anheuser-Busch, Inc. “Not only do we have a chance to grow the sport nationally through our sponsorships of Major League Soccer and the Mexican National Team’s in the U.S., but Budweiser and Bud Light’s sponsorship of the U.S. national teams allows us to reach soccer fans on a truly global level.”

Close enough. If you parse those words... we're in there somewhere.

The larger point is, though, that the nation's largest brewery has renewed its interest in MLS.

It's no small fact that having this sort of partnership is crucial for the growth of American soccer. Budweiser has been an investor in MLS since the league's inception, a sponsor of the FIFA World Cup since 1986, and a supporter of the U.S. National Team since their return to the international stage in 1990.

Inflatable beer at a U.S. National Team game in San Diego.
Full disclosure: That's "Danny Beerseed" on the right.

For whatever your personal feelings of Budweiser and Bud Light you have to appreciate the continued faith the company has had in the league and the national team for nearly 30 years. In the early days of Major League Soccer,  Budweiser, along with Nike, were two national sponsors that stuck their necks out to help support the fledging league.*

As the league and the national teams continue to expand their sponsorship portfolios, massive companies like Budweiser provide a bell weather for other multi-national corporations weighing their investment in American soccer. Chivas USA can count Corona Extra as its jersey sponsor. In 2011, the league can count such companies as AT&T, AllState, American Airlines, Pepsi, Visa, Volkswagon, and many more as financial backers. Not to mention that MLS now has a tequila sponsor as well!

And even if this Bud isn't for you many MLS teams have found flexibility in securing local beers as club sponsors as well. Budweiser's initial investment not withstanding those local breweries probably wouldn't be there (with the macro-brewers feeling out the ground, making the risks, and thusly inviting the competition later on. Teams like Portland Timbers with Widmer Brothers, Seattle Sounders and Redhook Brewery**, and teams like the Philadelphia Union adding craft brewers, Yards Brewing Co. to their in stadium line up.

Craft beer enthusiasts might decry the new deal between Budweiser and MLS as a cynical ploy for the lowest common denominator fan (while clearly the move is continued push to go after the growing Hispanic population as well), but at a market share of 50.9% the brewer is American soccer and beer's elephant in the room and a necessary evil. America soccer fans with more discerning tastes will poo poo Bud's presence in our sport, but without them the league and the National Teams may not have survived in its earlier days.

American soccer and craft beer fans can only hope that the trail blazed by Budweiser, and now embraced by other breweries, will lead to more options in and outside the stadium for everyone.

"In every corner of the world, football fans share a passion for their favorite teams and players, and they enjoy watching the games with a cold beer." - Tony Ponturo, Vice President of Global Media and Sports Marketing, Anheuser-Busch, Inc.

Mr. Ponturo, in his quote, never specifies what kind of cold beer we should all share in. At the end of the day the Free Beer Movement isn't going to discriminate how anyone becomes a fan of American soccer through the power of free beer. Whether its from a Bud, a Miller Lite, a craft beer, or foreign brew... it's important to keep in mind that beer is the medium, but, ultimately, soccer is the message.

* Source of Budweiser's continued involvement in American soccer from the book, "Star Spangled Soccer" by Gary Hopkins.

** Ironically, Widmer and Redhook are both now owned by Budweiser's parent company, InBev. Neither craft brewer may not have ever had to pull or backing support to make their respective deals if not for being a part of a larger brewing conglomerate. Certainly the move was to put local brewers in the stadium and in prominent position over Budweiser given the Northwest's taste for craft beers.

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NEWS GRAPHIC - Gold Cup 101

A cool graphic from U.S. Soccer explaining the ins and outs of the upcoming Gold Cup.

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VIDEO - USWNT In Portugal and Trick-Shot Battle

Posterized!

The United States Women's National Team has landed in Portugal (a few days ago actually) to begin preparations for the 2011 Algarve Cup which begins on March 2nd. The full USWNT roster is here, but make sure you notice the return of keeper Hope Solo, making her comeback from shoulder surgery that kept her out of the tail end of Women's World Cup qualifying earlier this year (but for training only... Nicole Barnhart is still between the sticks). 

Also, back... leading scorer and resident bad-ass Abby Wambach, who's scored 15, count 'em, 15 Algarve Cup goals.

This will be the Lady Nats 16th trip to the Cup in Portugal and they'll be after their eighth tournament title to follow up their 3-2 win over Germany from last year's championship.

The USWNT Schedule (from Group A):

March 2nd: vs. Japan

March 4th: vs. Norway

March 7th: vs. Finland

March 9th: Championship Game - Group A Winners vs. Group B Winners

Video from their arrival and first training:

Extra Awesome: USWNTers Tobin Heath and Yael Averbuch show off their mad skillz in this awesome "trick shot" battle.



Video Courtesy of: USSoccer.com and the USWNT Blog.

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NEWS WATCH - Pia Sundhage Names 23 to Four National Tournament Roster

United States Women's National Team coach Pia Sundhage released the roster of 23 players that will travel to China for the Four Nations Tournament at the end of the month.

The U.S. has not participated in this tournament since 2007, but is looking to add to its record six Four Nations titles.

The Lady Nats will face the host nation, Sweden, and Canada as coach Sundhage looks to find he perfect squad for June's Women's World Cup.

P.S. Absolutely ecstatic to see Sydney Leroux on the roster.

U.S. Women’s National Team Roster by Position
2011 Four Nations Tournament
Chongqing, China
Jan. 21-25, 2011

GOALKEEPERS (2): Nicole Barnhart (out of contract), Ashlyn Harris (Western New York Flash)

DEFENDERS (7): Rachel Buehler (Boston Breakers), Stephanie Cox (Boston Breakers), Amy LePeilbet (Boston Breakers), Heather Mitts (out of contract), Christie Rampone (out of contract) Becky Sauerbrunn (Washington Freedom), Brittany Taylor (Sky Blue FC)

MIDFIELDERS (10): Yael Averbuch (Western New York Flash), Shannon Boxx (out of contract), Tobin Heath (Sky Blue FC), Meghan Klingenberg (North Carolina), Lori Lindsey (Philadelphia Independence), Carli Lloyd (Atlanta Beat), Kelley O’Hara (Boston Breakers), Heather O’Reilly (Sky Blue FC), Megan Rapinoe (Philadelphia Independence), Lindsay Tarpley (out of contract)

FORWARDS (4): Lauren Cheney (Boston Breakers), Sydney Leroux (UCLA), Alex Morgan (California), Amy Rodriguez (Philadelphia Independence)

Source: USSoccer.com

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The Shin Guardian Deserves Your Vote

We don't often get personal on the Free Beer Movement site. No one knows our favorite Major League Soccer team. We haven't said "boo" about which English Premier League side we support. We try to keep it about you, the fans, the supporters of the FBM, and, of course, the American game.

That being said... we're about to get a little bit personal. And for good reason. Today is the final day for voting in the 2010 "Best of U.S. Soccer Awards". If you haven't cast your ballot yet there are loads of categories ranging from "best goal" to "best team performance" to "best fan photo" to "best soccer bar".

The category that we're most concerned about it "best soccer blog". And no.... this is not a solicitation to vote for us. We can't imagine ever being considered for something like this!

What we are asking you to do is to follow this link and please vote for The Shin Guardian as the 2010 "Best Soccer Blog" for the U.S. Soccer Awards.

The Shin Guardian has been around for just about the same time as the Free Beer Movement site and from the beginning TSG and their head writer, Matthew, have been absolutely phenomenal supporters of the work here. We have authored several pieces on TSG and spent countless hours reading their top-notch work and commenting in, what we feel, is one of the most insightful and entertaining communities in the American soccer Inter-Net-Blogo-Sphere.

If you haven't yet checked out The Shin Guardian, yet,  please do. If you're a fan of American soccer (and some European jaunts as well) you owe it to yourself to become a regular reader of The Shin Guardian.

Their coverage of the American game is unparalleled. Their drive and ability to get access is unmatched.

Just this week TSG ran interviews with former New England Revolution and USMNTer Taylor Twellman on his playing days and his painful struggles with concussions. An fascinating, if not, heartbreaking piece. Something that has not been featured on any other American soccer site, but a story worth telling.

Just this week TSG ran an interview with rising USWNTer Alex Morgan, who we bought a beer for a few weeks back. No one else is talking to this young starlet. TSG is.

Just this week TSG broke down possible invitees to the January camp for the USMNT. No one else is thinking about that. TSG is.

TSG breaks down every USMNT game. Squads, coaching, analysis... no stone left unturned when it comes to examining the state of the American game.

This may all sound like a bunch of hyperbole, but no other American soccer site covers the game quite like The Shin Guardian does. And, no, this is not a paid endorsement. And, no, TSG does not have any compromising photos of "Danny Beerseed" to force us to publish this.

The Shin Guardian has been a fantastic friend to the Free Beer Movement and the least we can do is implore our readers to check out their site and please, please vote for them for the 2010 "Best of US Soccer Awards".

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Moving Past, Moving Forward After the 2022 Bid Failure

Oops...

On Thursday morning we watched with bated breath for FIFA's 2018 and 2022 World Cup hosts announcement. And in a single moment our hopes for the United States to be the home for the world's largest sporting spectacle in 12 years time vanished like a fart in the wind.

When Sepp Blatter pulled "Qatar" out of that plain white envelope my heart sank. I was gutted. In my head (and the feeling in my stomach) I immediately flashed back to the moment the whistle blew for full time against Ghana. All the promise, the hope, the excitement... gone. For both you're left wondering what could've been.

In 1994 I was 12 years-old. I came to the sport late; this was the first year I touched a soccer ball. I didn't even know the World Cup was in the United States. My family wasn't a soccer family. I became, in a sense, a soccer pioneer. My introduction to the spot would lead to both my sisters playing and motivate my father, a red-bloodied football and basketball guy, to first paint every line on every field in town (just to get to know the sport) and later to roam those same chalk lines as a coach.

For me 1994 was an opportunity missed. One, that even if I had gone, I probably wouldn't have comprehended what I was a part of. Knowing this, though, made it all the more important and special for the World Cup to return to the U.S.

That was all for naught. We can dwell on the unfairness of it all; that the U.S. bid was the safest, most prepared, projected to be the best attended and most profitable. We can dwell on the suspicion of the payoffs and corruption of the process. But what is done is done.

At the end of the day, and everday, the World Cup in 2022 is in Qatar and not America.

So where do we go from here? We move forward. Strength in defeat.

If we're learned anything from our lost bid is that, as supporters of the beautiful game in the United States we have a long way to go. The journey of soccer in America has never been easy nor straight forward.

The United States has a long and complicated history with soccer, but not hosting the World Cup in 2022, while it would have been a major boost to the sport here, will not deter its overall upward movement.

Jason Davis (of the wonderful American soccer site Match Fit USA), writing for Canadian Soccer News, said it best:

The best way to answer “where do we go from here” is to say “keep doing what we’re doing.”

Because the truth is an American World Cup wouldn’t be a magic bullet. Soccer’s struggle in the United States is a cultural one, one of small strides from year-to-year and making sure to hang around long enough for the stigma that unfairly clings to it to wear off. It’s getting sportstalk radio to include soccer in the general conversation, kids to stick with the game past the age of twelve, and ESPN to make up its mind about truly treating soccer (especially the domestic kind) as an important product. When drive-time blowhards aren’t using soccer as a whipping boy but are actually covering the big stories and ESPN isn’t following up soccer broadcasts with talking head shows that take shots at the sport, then some progress will have been made. It’s debatable that a World Cup, twelve years and counting away, could have done much to effect that change. Mostly, it’s just waiting those people out.

American soccer will be just fine, in the same way it’s just fine now. If you buy what I’m selling - that the World Cup here in twelve years wouldn’t have had some kind of transformative impact but might have sped things along just a bit - then we can all just go about our business knowing that soccer isn’t going anywhere and will probably continue a slow upward arc. Disappointment is fleeting, especially when there are games to be played, stadiums to build, kids to coach, and our own internal issues to address. As the sport grows, World Cup or not, things will only get more complicated. Especially when MLS is involved.

Hell, maybe in the end, FIFA has steeled our resolve. Charity just makes people soft. Disappointment builds character. Yeah, let’s go with that.

We as supporters of the American game need to just keep on truckin'. The 1994 World Cup brought soccer in the States out of the ashes, launched Major League Soccer, and began that rise of the Men's National Team from international laughing stock to perennial qualifier and up-and-comer on the world's stage.

We've come too far to let Qatar 2022 get us down or hold us back.

John Santos, Los Angeles Chapter Head of the American Outlaws penned a brief on the AO site imploring everyone to "just keep swimming":

There will be victories, and there will be losses. But lets not forget the progress our favorite sport and our national teams have made.

This isn’t the time to stop believing in Soccer, it’s time to start supporting it even more. If the national team is in town (regardless of gender or age) get to the stadium come hell or high water. Wear your best United States gear on a date, to church, to school, at your graduation, etc.. If you live near an MLS team, go support it at least a couple of times a season. Same for the WPS. If an international club team comes town to play yours, be sure you stand by your club to show people that you care about Soccer in this country. Get out there and show your pride in our sport anyway you can.

These are the times where being a part of something like the American Outlaws or the Free Beer Movement is crucial. To be a member in something that is helping as AO puts it "strengthening and uniting" American soccer fans and the sport as a whole. The greater the fan base, the greater the passion, the greater the community means the greater the sport in the United States. A cold beer can do that all.

And last, but not least, the best way to move on from such World Cup bid disappointments is to just "win the whole damn thing" says Sean McElroy at "Yanks Are Coming":

Let's act like the world power that we are. Lets beat the shit out of whatever shitty CONCACAF teams Warner throws at us. Dempsey scoring 6 on St. Lucia. With 50,000 American fans screaming at the tiny island nation’s pathetic national team? Lets have a manager who goes up at the press conference before our World Cup quarterfinal against England and says, “Well, England may have some good players, but I think that we can definitely outplay them.” It doesn’t matter if it isn’t true. What matters is that we stop whining about how the United States is some sorry ass little third world country who plays soccer like fucking Qatar. No, we play like Americans, and that means we play to kick your ass. Period. So here is what we do to make the United States a team that truly embodies the ass-kicking spirit that makes America so wonderful.

America endures and so does its soccer community. The best way to move past this all?

Move forward.

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Who We're Buying a Beer For...

"Soccer journalism" is a weird phrase it's like "jumbo shrimp" or "must stay at least 500 yards from schools and playgrounds". You see it and question what it is all about. In the U.S. soccer journalism is in its infancy. We have a couple of columnists that crank out regular writings on the subject and have made huge in roads into the old school sports media that just loves to hate the emerging American game. Obviously the big news was when Grant Wahl got promoted to full-time soccer beat write for Sports Illustrated (we bought him a beer then) and Steve Goff and others have been doing the same in their little local fiefdoms that have grown more national as people crave established soccer writers.

But when it comes to serious and in-depth soccer journalism that's something that we haven't quite evolved to yet. As newsrooms die across the country the last thing that editors are investing in is long-form sports writing, and definitely not for soccer. Just as bloggers and free-lance writers in other news areas of interest pick up the slack the same is for soccer journalism. We have great writers like Jason Davis (who we've bought a beer for) and Matthew at The Shin Guardian and many others that put in the tireless and often thankless hours of work for no pay that few others do and do well.

This is all a long, round-a-bout way to getting to the contributions that Adam Spangler of This Is American Soccer has made the the field of soccer journalism. In the past Spangler has produced great human interest pieces on Clint Dempsey, Martin Luther King Jr. High School in NYC, and the Curious Case of Devann Yeo that have set the standard for not only soccer journalism, but sports journalism.

Last week, Spangler posted another, true-to-form, human interest piece on the outside-looking-in USMNTer Sacha Kljestan. Despite our own reservations about his contributions for the National Team and the fact that we're just fine with the fact he missed the South Africa cut (sorry Sacha) it was a great read and yet another example of the potential of great soccer journalism and the stories that are just sitting out there waiting to be written.

It's also another example of the power of great writing in growing a sport (or anything for that matter). How many random articles have people read about obscure people in obscure situations that have made them more human and more interesting than you ever though possible? That's the power of good writing and American soccer has those stories just waiting to be reported on. That's how American soccer is built... the more the public knows, the more they care. Spangler is among the few doing the heavy lifting.

Cheers.

Next up is a gentleman who is one of the "brains" behind the American Outlaws machine that is sweeping our soccer nation. For those of you who caught the "Send Off Series" for our boys in the red, white, and blue then you saw, for the first time in a long time (maybe ever), a massive pro-American soccer crowd. And no where was the presence felt more than the sections behind the goals in East Hartford and Philadelphia. That's the American Outlaws for you.

But the leaders of such a movement we're not in attendance for those games, unable to see the monster of support that they've created and led.

That's because the president Korey Donahoo was standing faithfully behind his own Joe Biden, Justin Brunken, as the VP tied the knot.

We're tearing up over here. Pull yourself together FBM! But mostly it's congrats all around for a good guy and a great leader of building American soccer support across this great nation.

If your new wife let's you have one... we'll buy you a beer.

Lastly.... a tragedy.

Two weekends ago saw the United States Men's National Team win their final game in Philadelphia before departing for South Africa and their World Cup dream. A spirited second half effort saw Team America come from behind to defeat Turkey, 2-1.

A great game to watch on TV, but even more special to catch the game in the "City of Brotherly Love". Unfortunately in one aspect the city's nickname did not live up to its billing as a friend of the Free Beer Movement was falsely accused of lighting smoke bombs before the game and forcibly removed from the stadium by security. A huge U.S. fan, Erin Dutka made the Houston to Philly trip with friends to support her boys in uniform only to miss the opportunity due to over-zealous and incredible wrong actions by the security company, APEX, working at Lincoln Financial Field.

Erin is massive fan of the U.S. National Team, a dues-paying member of the American Outlaws Supporters Group, and has an unhealthy obsession with several members of the squad, but NEVER, never would she jeopardize the opportunity to see her Nats in action. Reading her account of the incident it was crystal clear that the individual that was responsible for the smoke bombs in the supporters section was not only identified by security at first, but that Erin and her friends were only following the instructions of security personnel when they became involved with the smoke bombs. LOOK AT THE PICTURE!!! WHO HAS THE LIGHTER???? PRETTY OBVIOUS WHO'S AT FAULT HERE!!!!

Before you'd know it Erin was out on her ass to watch the US's final home match from the bar instead of the stands. A real diservice to her incredible committment to her team and real embarassment for the rent-a-cops that occupy the stands.

We guess there's a reason these assholes aren't professioanals because any quick look or fact checking would've confirmed the obvious; that Erin was innocent.

A consoling beer for Erin who we wish a safe and incident-free trip to South Africa.

P.S. We'd be remiss if we didn't acknowledge a few more poltico fat cats that FINALLY did something right. Good work DC City Council, who followed Toronto's lead and passed emergency legislation to allow the opening of bars for the early World Cup games. Guess that just shows how much soccer has grown in this country because I certainly don't remember the push for bars opening for the early Korea/Japan Cup games back in 2002. Then again 3:3oam is kinda early to start drinking. That's why we always recommend when it comes to "business" early in the morning just don't stop drinking from the night before (the exception being driving loved ones to the airport very early!).

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