Something that stuck with me from the discussion led by the strategic ad students last class was the fact that soccer is a cheap sport. Soccer can thrive in the poorest of countries and the richest of countries. It’s a 3 ingredient sport.
This struck a realization. Though many Americans have a relatively considerable amount of money to spend, we still LOVE cheap shit. If a product is cheap and accessible, chances are we’ll take it! Our obsessions with Wal-Mart and McDonald’s are proof of this.
MLS embodies the “cheap thrill” vibe in a few ways. For starters, a main difference between American and European soccer is the fact that MLS starts recruitment at the college level where European teams start scouting for potential players at the ages of 10-12. This allows for more grooming through lavish training. The whole process with high end club facilities, and centers like Arsenal’s training center with manicured, heated fields, top staff, psychological coaching, and diet coaching is entirely more fancy than the American process. We’re more raw and for lack of a better term, CHEAP.
Now, were not the only country that plays cheap soccer. I’m sure many poorer countries don’t recruit in this lavish manner, but the difference between us and them is the fact that America has the means to yet we CHOOSE not to. In this sense, MLS non-conforms.
“Cheap Thrillz” is a fun term and because of it’s sexual connotation I can see people remembering this. For MLS’s sake, this term embraces the fact that soccer, and especially American soccer is a cheap sport. I think working off of this term to explain and represent everything I just ranted about could be a good idea. Maybe something like this??
“CHEAP THRILLZ- In a country that thrives on cheap fun, support an American team that knows good, cheap fun.”
…Kinda wordy slogan but something like that.