Red Bulls, Sky Blue, Philadelphia Union and World Cup could end soccer’s long, cold winter in New Jersey

BY JOE FAVORITO

NEWJERSEYNEWSROOM.COM

ON N.J. SPORTS MARKETNG

It's been a long, cold stretch for professional soccer in this area. However, with the success on the field of WPS's New Jersey-based Sky Blue FC, the growing interest of the World Cup in 2010, a new Red Bull Park and a great template for expansion success in the Philadelphia Union, a new broad based area of opportunity for soccer success and growth in the area may be finally on the horizon.

Soccer on the grassroots and the collegiate level, as well as all the support brought from around the world to the area through immigration, is as strong or even stronger in this area than it ever has been. However, that success has never translated to the pro product (other than the few glory years of the Cosmos or the high level events like the World Cup). Whether that was because of a lack of on-field success, marketable major stars, too much competition for discretionary dollars, grassroots campaigns, or any combination thereof is not important going forward.

What is important is that Major League Soccer has made steady inroads to grow awareness of the game and interest at the local level in many geographic areas around the country over time, and is now really poised to take soccer as a brand to another sustainable time of growth.

What it really needs is a healthy product in the area, and the bookend approach for New Jersey...a new team in Philly for South Jersey, a new arena in North Jersey, and even Sky Blue in the center, can create an effective and sustainable branding tool for the sport at every level.

Will there be ways the MLS can get the Red Bulls, Sky Blue and the Philly Union to work together on joint initiatives? Can all three use the power of the World Cup to gain casual fan interest in their product? Can new regional partners see the value of soccer as a grassroots platform to become more engaged and active in promotion?

All to be seen.

One of the great qualities about sport on any level is the ability to reinvent itself - whether that reinvention is through new players and coaches, new business platforms, extended media outreach, new community plans, new training methods or just the fresh start of a new season. With every end in a sport season comes new possibilities, and it is so rare to find three brands in one sport in such a large region all really getting a chance to either begin or begin anew.

Will it bring fans back to the tune of the success seen in the ‘70's with the Cosmos? Not important. What is important is that there is a real chance to really transition the world's game from one of casual interest in this area to one which will be a solid business, brand and partner over time. And that success can really be a lynchpin for the long-predicted boom at a top level for soccer in the United States.

Joe Favorito has over 23 years of strategic communications/marketing, business development and public relations expertise in sports, entertainment, brand building, media training, television, athletic administration and business. Visit him at JoeFavorito.com.