Synergy

February 13 - 2007

“And the PR people said unto the journalists, ‘We are entering into a partnership with a top European club. Now lap it up, Injuns.’ And lo, how the journalists lapped it up.” -MLS Marketing Bible

Yes, the media have come running and lines are out the door to give the Colorado-Arsenal deal the proverbial reach-around. But is anyone stopping to ask themselves, “Is it possible that partnering with major European clubs is not the pinnacle of MLS existence? Are there negatives to go with the positives in these transatlantic marriages of convenience?” Hmmm…

• Perceived Positive: The partnership with Arsenal provides MLS with greater credibility on a world stage. I mean, if Arsenal sees fit to invest in America, there must be something there. Right?
• Largely Ignored Negative: Not a single dollar will change hands, so this is hardly an investment. Arsenal stand to gain exposure in an untapped US market by doing nothing more than allowing the Rapids to paste their name on sign boards and camp brochures. Frankly, the “deal” makes us on this side of the pond look a bit desperate for attention.
• Perceived Positive: Soccer fans know Arsenal and associate them with success at the highest level of the game. By joining Arsenal with the Rapids, a positive association is made, ultimately increasing the Rapids’ appeal.
• Largely Ignored Negative: I hate Arsenal, and a lot of other people do too. For decades they built a reputation as the most boring team in English football, and that only changed after they purged their squad of native players and brought in high-priced, foreign cheaters. It’s not all candy and flowers when you invite a club like Arsenal into your bed.
• Perceived Positive: Arsenal will use the Rapids as a feeder club, like they do with clubs in Belgium and West Africa.
• Largely Ignored Negative: With current rules regarding work permit requirements, any player grown and developed by the Rapids will need to be a multi-capped member of the National Team to work for Arsenal. There will be no trials, no reserve action, and no contract for any Rapids player that doesn’t fit that mold. So where’s the “feed?” It doesn’t exist.
• Perceived Positive: Arsenal will groom young talent by loaning them to Colorado.
• Largely Ignored Negative: Foreign player restrictions enacted by MLS make this scenario nearly impossible. Colorado would have to use a player alotment to bring an Arsenal player in, and Arsenal is unlikely to send a player that would merit such an allotment.
• Perceived Positive: “The establishment of this innovative strategic relationship will result in an exchange of best practices.” -Arsenal Official Statement
• Largely Ignored Negative: Let’s hope these best practices don’t extend to team discipline. Arsenal are consistently among the worst behaved squads in England (here, here, and here), and Colorado share a similar reputation in MLS (here and here). Dare I say they deserve each other?

In the end, these deals are probably harmless, but that makes them no less annoying. MLS teams would be well advised to build fan-bases through fielding competitive teams and pouring liberal amounts of cheap beer. Trying to graft an aura of importance onto their clubs (which currently seem to have a nice, natural momentum) reeks of desperation. And Gooner scum.