Lessons from MLS

[Shane]

This article was written by Art Sapphire on theroar.com.au

I feel very strongly about this particular piece, because I myself would like to see Adelaide United, as a club, work with not only the active supporter base but also the non-active supporter base in growing our stature and support.

As you'll see in this article below, we can *really* learn a lot from the MLS and their new clubs, the Portland Timbers in particular.

This is what I want to see at Hindmarsh. This is what I want the club to see and act on moving forward.

A-League Chairmen, can you make it great?

Dear Chairmen: It pains me to admit it, but when it comes to football, those MLS Yanks do it better. Not a little bit better, not significantly better, but Grand Canyon-esque better.

Our two football markets are quite similar. They are relatively new leagues competing in a crowded sports market surrounded by bigger codes and an indifferent mainstream media.

Yes, the football in the A-League has improved over the last six seasons. However, off the pitch and in the stands, the A-League is a becoming a shipwreck, navigated by a blind crew with a broken compass.

I will be using the example of the Portland Timbers as evidence to support my findings. The Portland Timbers are debuting in the MLS this season as the 18th franchise.

For your information, the Portland team has been kicking around since the NASL days of the mid 70’s. Their last 10 seasons were spent in the second tier USL and despite it being a lower level competition than the MLS, they have been able to grow attendances.

The baseball ground they used as their home ground has just been modified to become a 20,000 boutique football stadium and will be ready for the 2011 season.

Let’s see how they are going about attracting fans to their games this season.

Marketing

This is how the Timbers are marketing the match day experience on their website:

“The Timbers match day atmosphere is legendary for its passionate, totally authentic energy, and now we’re cranking it to a new level. PGE Park is undergoing an amazing transformation as our new stadium will be designed to maximize the fan experience: intimate, loud and world class. This is Portland’s time to shine and your chance to be part of the action from the very beginning. Secure your season tickets now and get ready for an unforgettable ride.”

This is a video produced by the Timbers Army – the unofficial supporters group of the Portland Timbers.



Wow! It makes me want to go to a Portland game. Look, no CGI, no gimmicks. The reason why football is loved around the world. Passion.

They have also produced a shorter 30 second TV spot.

Ticketing – The is how Portland Timbers support their active supporter base. They have made the entire end behind the goal a General Admission Area. They have named the section – Timbers Army. This is almost half the capacity of the stadium.

Please refer to the seating map.

Is it no surprise they have already sold 75% of their season tickets.

And most remarkably, their active supporters with the help of their club are encouraging people to be active in the Timbers Army Section.

From the Timbers Army website – “Please note that all ticket holders in the North End (Sections 101-108, 201-208) of PGE Park will be placed in the General Admission seating area, allowing fans to move throughout the North End at their convenience.

“All ticket holders in these sections are encouraged to participate in singing, chanting, wearing green, and waving flags and banners. Those who purchase tickets in this area should understand that most of the Army stands throughout the matches; they should also realize that their view may be blocked occasionally during the match.

“Fans who prefer to sit, or have other needs, will also be accommodated and are encouraged to sit in the upper sections (201-208) of the North End or other applicable sections.”

Unbelievable! Meanwhile, the FFA and your clubs are doing the exact opposite by clamping down and restricting active support.

Instead of embracing football fans – you are shunning them and driving them away.

Instead of encouraging football passion – you are stifling the match experience for everybody, the fans, the players and the TV audience.

Clive Palmer, please round up your fellow chairmen, Ben Buckley and Lyall Gorman. Put them on one of your planes and make a trip to Portland.

While you are all away you can catch up on reading – Peter Wilt’s Soccer Management Philosophy.

(Peter Wilt is the President and CEO of the Chicago Red Stars of Women’s Professional Soccer and former President and CEO of MLS’ Chicago Fire 1997 -2005)

Here is the first of the 10 basic principles.

“1. Fans are in charge – While professional soccer teams have an ultimate fiduciary responsibility to the investors in the team, I believe two important factors steer decision making towards the premise that soccer executives should work for the fans.

First, professional sports teams are a community asset that represents the community in a fashion unlike any traditional business. The investors are (usually temporary) caretakers of this asset for the fans.

Secondly, what is good for the fans is usually good for the organization and investors. If the fans are happy, engaged and supportive of the team, they will spend more money, watch more game broadcasts and promote the team better themselves. Fans, and I am one also, ultimately cheer for the badge, the team it represents. They don’t cheer for the organization or the owners.”

You can read the other nine here.

And, finally, here is my basic principle – The A-League is for Australia’s football fans.

If you and the FFA can’t get this into your heads then we may as well pack up and shut the whole thing down.

It is in our hands to help make the A-League something we, football fans, can all be proud of.

* I ask for everyone reading this piece to forward it to the chairmen and CEOs of the A-League clubs you support. I will be sending this myself to Melbourne Heart.

[Old Gregg]

I wanna be in the Timbers Army
why can't we carve up a log when we score a goal or some shit?

that's a great ad and a great article

[double07]

I wanna be in the Timbers Army
why can't we carve up a log when we score a goal or some shit?

Not very environmentally friendly though is it? Perhaps we could plant a seedling every time we score? A prolific scoring year would put the club in good stead for the ETS.

[Stuckey]

Yeah it so frustrating to see FFA make the same mistakes MLS did when there are loads of people in MLS that could easily come over here and assist them in run the game here.

[General Ashnak]

Portland are a phenominal exampe of what we could be doing so right but aren't. Fuck it, gonna forward that article to Matt direct.

[Stuckey]

Let us know how that goes?

[General Ashnak]

He gave me a cheers for the link today, so I can only assume he read it.

[Steelinho]

Melbourne Heart, for my money the flagship A-League club for social media, are now advertising for a Fan Engagement Manager.

I imagine it's a somewhat all-encompassing role that would work closely with both the Marketing & Membership Manager and the Media Manager. (Simon Chiarelli is perhaps the most dedicated person I've ever known to work in an A-League club and I'm assuming this new role is to help ease some of his workload, particularly with social media.)

Seems like a great initiative by the club to enhance their growth and public profile and it's no doubt a step in the right direction that every A-League club should follow.

[Stuckey]

I saw USA got 80,000 to their last match against Paraguay. How many people were at the SFS for us?

This got me thinking would you want to see USA win a world cup?

For football in general it would be huge but i just can't handle watching Americans win!

[Steelinho]

The best post I've seen on Twitter today; a retweet by @TimbersFC:

"@moddocle: 32 yrs ago my dad took me to my 1st NASL @timbersfc game. In 48hrs I get to take my 10yo girl to her 1st MLS game #legacy #ptfc41411 #rctid"


Brought a smile to my face and made me think; in 15-30 years, we'll have similar things with the kids currently going to Hindmarsh taking their kids to games and the full cycle will have begun. When this starts happening is when we'll really see whether we've created a success.

[Stuckey]

The best post I've seen on Twitter today; a retweet by @TimbersFC:

"@moddocle: 32 yrs ago my dad took me to my 1st NASL @timbersfc game. In 48hrs I get to take my 10yo girl to her 1st MLS game #legacy #ptfc41411 #rctid"


Brought a smile to my face and made me think; in 15-30 years, we'll have similar things with the kids currently going to Hindmarsh taking their kids to games and the full cycle will have begun. When this starts happening is when we'll really see whether we've created a success.

Its probably already happened. AU is pretty popular in the northern suburbs!