Discussion: The Mexican League

WASHINGTON, DC and SAN JOSE, CA (Sept 3, 2008) USSoccerPlayers -- Tony Edwards and J Hutcherson wonder aloud about the potential for widespread interest in the Mexican League in the United States. 

Tony Edwards: J, we saw reports today that Pachuca of the MFL is considering starting a team in the USL-1, maybe even for next season and possibly in Arizona. Now, we've seen the USL go this route before, with Ajax Orlando and the admittedly little missed California Victory, but the idea of an MFL team putting a minor league team relatively close to its base, in a market with no other professional soccer (unless the Phoenix Inferno are coming back again), might have some legs.

Given that Chivas USA hasn't been the rousing success many predicted, maybe staying below the MLS radar is the way to go?

J Hutcherson: Maybe.  Some years ago here was serious talk about one or more Mexican clubs putting satellite operations in Chicago.  The MFL teams remain some of the biggest brands in American soccer, and they’ve never really done enough to expand past their base.  Even firming up and focusing the fan support in the US could show just how big they could be in this market.

I don’t think it necessarily needs the bold Chivas move to make the point.

TE: I don't know if its just in the West, but Guadalajara and Pumas both run 'tryout camps' that cost, I think, $150 per player. Chivas USA tried it also, even up here in NorCal when the Quakes weren't around. Of course, you got a t-shirt and a game ticket for your time and sweat.

It seems as if MFL clubs are content with their fan base as it is, rather than trying to extend it. Now that the 'handbags at 50 meters' squabble over Mexican TV rights is settled, for the moment, and there being 3 tournaments that (mostly) take place in the US that involve Mexican clubs (InterLiga, PreLib, and CCL), you'd think the Cruz Azul's of the world would want to extend their revenue supply.

JH:  We’re talking about the potential for the Mexican clubs to make a stronger connection to what should be thought of as an existing fan base in the United States, but the bigger move is branching out from that and trying to widen the appeal.  That’s something that I don’t think has been seriously considered.  There are enough people without the cable packages to get the soccer-specific channels, but do get enough of the Spanish-language outlets to see more MFL games than Major League Soccer.

There’s the language gap, but there’s also such a thing as secondary audio along with the internet.  It’s hard to follow the Mexican League in English.  That’s relatively easy to solve. 

Doing that would show two things.  The willingness to reach out to a broader audience, and a better look at what the size of that audience might be. 

TE: Or even having your website have an english language component, or making more of your merchandise available through established outlets. As you say, its not that difficult.

The other aspect, certainly, is reaching the youth players and market and building on existing family loyalty. I remember one of the Dynamo executives during SuperLiga talking about seeing Dads in Club America jerseys and their kids in Dynamo jerseys. From the MLS side of the equation, the chance to build club loyalty in a contested marketplace has to be a priority, and the Mexican clubs can't just assume that family loyalty will trump location, especially with a team that plays well, like Houston.

You've talked a lot about the differences in style of play between many of the Mexican clubs and MLS sides. If I am remembering correctly, most Mexican teams don't step up and press every pass in all areas of the field, waiting until the final third. Versus MLS sides, who for the most part do press and contest. Is that part of the selling point for MFL clubs?

JH: I would think so.  Sure, we’re talking generalities, but it’s a different style of play more often than not.  There’s also the stage.  Chivas – Club America doesn’t look like anything short of US – Mexico, and that’s not the only derby worth the attention of a broader audience.

It’s an interesting point you make with the Dynamo example.  The MFL could be in for a big surprise if they simply assume the next generation of US-based fans will just follow along.   They get the games here through the relationship with SUM, but that’s not wholly on their terms.  Or at least it shouldn’t be. 

TE: Longer-term, I wonder about the style of play lasting in Mexico. More players are going to Europe, at a younger age, and having to adapt to different styles of play. And while the Mexican clubs do well in CONCACAF tournaments, they've never won the Copa Liberatodores and you can read it as sign of either vision or desperation that the FMF is willing to pay Sven what he asked.

And if the MFL has to slowly adapt a different style of play to keep Mexico competitive, on both national and club fronts, how might fans react?

But Tony, you might say, two, perhaps, key players for the future of the US National Team play their club soccer in Mexico. Well, so did Tab Ramos and a host of others. For me, for players like Torres and Orozco to slip through the US/MLS scouting system is more of an indictment of how we run things than an example of how the MFL is doing it right.

I just looked up Club America's website. They partner with an intelligent multinational company like Nike, their owner has a TV network, they have a huge fan base in Mexico. No english part of the web site apparently.

JH: One would hope that Orozco and Torres draw some interest in how San Luis and Pachuca are doing, but then again one would think MLS fans would pay attention to the teams they face in regional competitions.  Even if there’s just a limited crossover market, you would think it would be worth trying to reach. 

TE:You'd think so, but being conservative in the face of a changing economy and market movement may not be the recipe for success it was when the MFL and the FMF were the region's undisputed rulers. You'd think Guadalajara would be sponsoring youth leagues and having more scouts around, for instance. Maybe they do, but they're not marketing beyond their base if they are.

JH: American soccer has seen the tinkering with the concept before.  Mexican television interests owned the Philadelphia Atoms in the North American Soccer League level.  There have been youth club links in the past.  What’s needed is engaging the fan.  Why aren’t there a network of Mexican club supporter locations in the United States like there are the Old Firm and some of the English and European clubs?  Why shouldn’t the MFL teams put some money behind making that happen as part of a broader outreach?

In the classic sense of the phrase, they’re leaving money on the table.