Thierry Henry and Barclay’s Soccer Challenge will bring buzz to N.Y. Red Bulls

BY JOE FAVORITO

NEWJERSEYNEWSROOM.COM

ON N.J. SPORTS MARKETING

The World Cup and its record American viewership and buzz will now slowly sink into memory, so what does the sport on the professional side do to continue to engage the casual fan who may think of Major League Soccer as an afterthought?

Two prime examples of what could be will involve the Red Bulls in the next few weeks. The first, which was planned well in advance to help capitalize on some soccer buzz is the coming Barclay's Soccer Challenge, involving New York, Tottenham Hotspur, Manchester City and Sporting Lisbon in three days of solid club play July 22, 23 and 25. The mix of clubs will get MLS fans a chance to intermingle with soccer die-hards and those with a casual interest in the game, and give the Red Bull brand another prime chance to show off one of the world's premier soccer venues in the shadow of Manhattan. In addition to the on-field diversity, the draw of clubs with a very, very diverse ethnic following...from Sporting Lisbon's strong New Jersey Portuguese following to Tottenham's large Israeli influence...will also help draw interest and eyeballs and make for a solid mix of fans who may be impressed enough with the new stadium and the Red Bulls to come back for a second look.

More importantly for the Red Bulls though is the signing of Thierry Henry this week. For an area so rich in soccer interest, the New York franchise as been bereft of a "name" player since the demise of the Cosmos. The Metro Stars tried the route that has been the MLS model in other cities...strong grassroots plans and young Americans...but never made the connection with those fans to any on field success. Red Bulls ownership has been large on buzz and viral and little grassroots support, and even with some on field success two seasons ago and again this year, they have still not cracked into the mainstream. That mainstream crack is essential for MLS and for the team, and Henry's presence, if he is successful on the field, could be the next piece of a very solid puzzle.

He is not the immediate huge draw of a David Beckham and he is a bit older and some say past his prime. However all indications are that he wants to be here to play soccer first and market second, which was a juxtapose position in the Beckham situation. If that is the case, his presence and skills will help raise the on field level of talent (which will draw soccer fans who have always questioned the quality of MLS play) while boosting the marketing side, and this grows the franchise.

So just when all thought soccer might be taking a pause in this country, along come the Red Bulls with two opportunities to court the casual and rope in the die hard. Another great sign of growth for fans and players in the area.

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.