MLS dependent on World Cup

Major League Soccer might seem as though it is indifferent to the World Cup, as the U.S. domestic league isn't even pausing for the tournament while the rest of the soccer world completely stops for it.

That's a bit deceiving, though, because the fortunes of the league are intrinsically tied to the World Cup. Specifically, the future of MLS depends greatly on the U.S. performing well in the competition.

League commissioner Don Garber admitted that historically has been the case. After the poor showing of the U.S. team in 1998, the league struggled to sell the game when the image of U.S. soccer was not a positive one. Two MLS teams, the Miami Fusion and the Tampa Bay Mutiny, eventually were dissolved.

"We contracted right before the World Cup happened in 2002," Garber recalled. "All of a sudden, the country woke up to the power of the national team. It wasn't just about women's soccer; it wasn't just about the ethnic connections with certain national teams."

The two elements Garber identified were sometimes considered by marketers to comprise the entirety of the U.S. soccer support. The quarterfinal appearance by an upstart American team helped change that perception.

"All of a sudden, the United States stood tall, stood toe to toe with world powers and proved that this country can be a respectable soccer nation," Garber said.

Increased publicity of the players who did well in the World Cup, many of whom played in MLS, brought more exposure to the league.

The effect was widespread, Garber pointed out.

"More owners, more stadiums, more soccer content, a greater level of respect for the national team -- it's all part of a broad and concentrated focus plan to move in the right direction."

Instead of the contraction that took place in the previous World Cup gap, the years since 2002 have seen a number of advances in the league, including the addition of two new teams, Real Salt Lake and Chivas USA.

"For any pro sports league, smart and strategic expansion is a part of that success quotient," Garber observed. "You've got to be careful, because you don't want to mess it up. You can look at other sports league that have expanded too fast or expanded into the wrong market. That can hurt you more than the benefit that you get from expanding the league.

A bad showing by the U.S. at the biggest stage in the world's game could not come at a worse time for Garber and the league.

That's because MLS has yet to answer a number of important questions relevant to its continued viability, even as new projects are being pushed forward.

Deputy commissioner Ivan Gazidis identified a few of the key elements.

"What do we need to do going forward to continue the growth of soccer in the United States? What are our priorities? How do we get more deeply engaged in the Hispanic community? How do we get all those kids who play to become fans? How do we get the media to think about us as a priority as opposed to an afterthought? How do we get more stadiums built? How do we expand our league and get into those markets that we feel we need to be in in order to be a national league?"

None of those issues can be addressed without a strong supporter base. Yet it's hard to imagine American fans could have the stomach to watch players who failed on the world's biggest stage ply their trade in the local league.

Without butts in the seats and eyeballs on the TV screen, though, sponsorship deals and other agreements could be at risk.

"If we don't get out of the group and don't have the success that we had in 2002 today, we're strong enough to stand on our own," Garber asserted optimistically. "'02 was nice, but I don't think we [MLS] rely on that today like we needed to rely on that years ago."

Although he tried to downplay the effect, Garber acknowledged the power of a good U.S. effort in the competition.

"The country rallies behind our national team. Everybody loves the red, white and blue. If the U.S. national team does really well, it's not going to hurt us, but I don't think it's a requirement."

The numbers might already be showing an effect of a World Cup bounce. The league tallied its biggest increase ever in new season-ticket sales.

"I think there's more enthusiasm about soccer during the World Cup than when there isn't a World Cup," Garber said. "I don't attribute our ticket growth to that. I really believe that it's the growing popularity of our league, our players, our teams, new facilities."

That might be wishful thinking, though, especially when so many MLS players are involved in the World Cup.

Andrea Canales covers MLS and women's college soccer for ESPN Soccernet.com. She also writes for topdrawersoccer.com and soccer365.com. She can be contacted at soccercanales@yahoo.com