Soccer Game Transferred From Europe to USA
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Soccer Game Transferred From Europe to USA
Introduction and background into European soccer
Soccer game is the most followed game in the world and attracts large following across the continents and gender. The term soccer is used interchangeably with the word football and should not be confused with American football which is a popular game in USA played with an oval ball on a field marked as gridiron. Soccer is played by two opposing teams each comprising of 11 players each defending its goal and trying to score on the opponent‘s goal. According to federation for international football association (FIFA) soccer is followed by about I billion viewers across the globe though the figure has been disputed to be about 350 million viewers (Harris, 1). The game stated mainly in England, Germany and Italy and has spread to all the continents where is England is often referred to as the original birthplace for the game (Dobson and Goddard 1). Until late 1950s, most national soccer governing bodies defended the sovereignty of their domestic leagues but at present the leagues are so much interconnected due to development in telecommunication and media interest in the game (King, 8). These developments have opened the game which is now a global game attracting commercial and political interest at the same time. Even in countries like USA where soccer has lagged behind over the years, there is now a lot of developments as witnessed by rising popularity of the Major League Soccer (MLS) specifically driven by business goals and celebrities in the game.
How soccer has been received in different cultural contexts
Soccer has been warmly received in most of the continents due to its social and emotional connection with the viewers and North America (USA) is no exception. In North America soccer has been improving particularly in USA in the last 20 years. Due to its global spread the game now involves some major tournaments like the World Cup (played every 4 years) both for the senior and junior players where all continents are now represented. Other world majors include World Club Winners Cup that brings together all the continental winners together for a 2 weeks competition. All these developments have helped to popularize the game in the US as it participates in most of these competitions (Darby 94-95). The popularity of the game is so wide spread that even scholars have studied the game. In particular, economics of football has attracted the attention of most scholars in the US with books and academic journals being written (Dobson and Goddard 1-2).
However, the reception of the game has not been without drawbacks.. At present, major issues on racism persist where footballers from different races playing in MLS are victimized by fellow players and fans on the basis of skin color. The case is more pronounced between black and white players where the latter tries to justify the supremacy of the white culture. Football governing bodies and coaching positions in the US are dominated by the white. To tame the vice that threatens the development of the game, FIFA and League Associations have put in strong anti-racism rules (Kassimeris 1, 7). In addition, while soccer has been gaining popularity in the US in the recent past, it still lags behind as most residents still rank basketball and American football higher.
Analysis on what makes soccer popular
Soccer has increased its popularity in the US over the years for various reasons. First, the media has influenced spread of soccer. Television live coverage of matches, magazines, newspapers and internet has influenced the popularity of the game. The fact that the game is a contest appeals to the emotions and feeling of most viewers. Live coverage helps viewers to connect and identify themselves with the teams and individual players. Through the media, individuals are able to connect with major leagues across the continents. The media has therefore opened US residents to the global game and interest in terms audience and active participation has increased as a result of this. USA has not been spared either as stadiums continue to attract increasing number of audience following the media publicity of the game. For example, live coverage of European teams playing exhibition tour friendly games with MLS teams on US soil in the last ten years has continued to attract more supporters into the game (Brown 49).
Second, soccer celebrities from Europe have had a big impact on the US soccer. For example, the coming in of David Beckham to MLA Galaxy in 2007 and Thierry Henry in 2009 has given the MLS a large boost and increased commercial and social interest in the league. These celebrities are associated with success and often viewed as adding value to US soccer. It is reported that most of the MLS clubs have started to make profits courtesy of increased match attendance and sale of merchandise which is a clear evidence of the impact of soccer celebrities and interest from businesses and investors (Dix, Phau and Pougnet 43-44). Beckham off-season loan to AC Milan (Italy) in 2010, Donovan a US citizen loan to Everton (England) in 2010 and Thierry Henry to Arsenal (England) in 2011 have also increased spread and popularity of football in US as fans follow their stars.
Marketing and business interests have also influenced the spread of soccer game in US. Businesses are spending billions advertising using football and offering sponsorships to football clubs. As consumers and viewers associate themselves with the companies they also get to understand the game of football. In other words, football has strong social and emotional appeals that are essential in developing brand loyalty (Dix, Phau and Pougnet 43). Football just like other major sports is among the well paying sports and the youths in the US have developed interest in the game further making it popular.
Implication of soccer on transnational pop culture
Soccer cuts across nations and therefore has several implications on differing transnational cultures. In this era of globalization, it can only be expected soccer will continue playing a significant role in shaping businesses and investments in the USA. Consumer behavior and social interaction are also being shaped by soccer. Consumption patterns are changing as the game penetrates different zones. Language barriers and other social barriers are becoming increasingly smaller and cultures tend to merge and development of a universal culture emerging. Through soccer, it is evident that cultural, economic and social life from a global perspective is more intertwined and inter-dependent. Therefore, soccer is the fabric that binds the various socio-cultural dimensions. Football fans in the USA as a result tent to share same values and principles like their counterparts in Europe.
Future of soccer
The future of soccer in US looks bright and it’s expected that the game will continue to grow in reaps and bounds. Interest from media and businesses will propel this growth. Companies seek to capitalize on the social and emotional appeal associated with sports to promote their products and build brand loyalty around popular pop cultures (Brown 42). As a result, companies targeting the young generation who contribute the majority of the viewers will continue to identify themselves with soccer in order to influence their purchase behaviors. As has been witnessed in the last two decades, investments in soccer have increased geometrically. Sponsorships and endorsements have been increasing. Given the large fan base, soccer celebrities will continue to help the game penetrate areas that it has not managed to. Nurturing young people with soccer talent will make the game more entertaining and worth watching. Therefore, US clubs will need to invest heavily in youth academies and their scouting departments to attract a pool of talented players as happen in Europe.
However, the future of soccer USA will be based on other factors other than its popularity. First, soccer is not the only major sports activity in US and other continent and therefore its future depends on its ability to remain relevant over other sports. For example, in the US, the game faces competition from basket ball NBA and NFL leagues, Hockey and American Football. To maintain it relevance, a lot of promotion is needed and development of proper rules and ideals that the audience can associate with. As has been witnessed in Europe recently, racism is a big threat to the game. There is need therefore for governing bodies to instill tough rules to tame the vice. If not addressed properly boycotts from players and fans will occur threatening the business value behind the game (Kassimeris 7). Football is commercially driven and from the past financial crisis in Europe and the US most businesses suffered including football where low match attendance were reported. Therefore, the future of the game will be influenced by purchase power of businesses and individuals.
Work Cited:
Brown, Fredrick. “Can European Soccer Football Spur Interest I American Soccer? A Look at the Champions World Series and Major League Soccer.” Soccer and Society 6.1 (2005): 49 – 61. DOI: 10.1080/146609705200037007
Darby, Paul. Africa, Football and Fifa: Politics, Colonialism, and Resistance. London: Frank Cass Publishers. 2002. Web
Dix, Steve, Phau, Ian and Pougnet, Sonia. “Bend it like Bechkam: The Influence of Sports Celebrities on Young Adult Consumers.” Young Consumers 11.1 (2010): 36 – 46
Dobson, Stephen & Goddard, John. The Economics of Football (2nd ed.). New York: Cambridge University Press. 2011. Web
Harris, Nick. “Why Fifa’s Claim of One Billion TV Viewers was Quarter Right.” The Independent 01 Mar. 2007. Web
Kassimeris, Christos. Anti-racism in European Football: Fair Play for All. Plymouth: Rowman & Littlefield Publishers, Inc.
King, Antony. The European Ritual: Football in the New Europe. London: Ashgate Publishing Limited, 2003. Web
