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Does Soccer SuperLeague Hold The Key To One Europe?
(Originally printed in Sports Business Journal, July 19-24, 1999)
If there is one common thread interwoven throughout all European cultures, it
must be soccer, right? Perhaps in popular theory. But the conventional wisdom now
hangs in the balance as the quest for the almighty buck – that is, the supreme euro
– has eroded the very fabric of soccer (no offense to Pete Rozelle, but let’s call it
what it really is: football). As “European integration” becomes a buzz word for the
21st century, football will likely play an integral role in either facilitating or
decelerating this cultural, political and economic merger of countries.
Football club owners have offered to help the cause by composing a framework
for the future European SuperLeague, which would consist of the region’s most elite
franchises. Europe has already made a transformation in showcasing athleticism,
whether its unbridled fans are willing, as investors assemble to protect their
shares in perhaps the most anticipated “cash cow” in sports entertainment.
However, even top football officials have their doubts. FIFA president Sepp
Blatter, arguably the most powerful man in football worldwide, has stated his
strong opposition to a breakaway superleague.
Regardless, sports business experts insist that any successful venture in
football integration would require the solidarity of ownership policies and fan
participation. True, the former condition is already growing at an explosive pace.
Corporate investors have estimated the economic feasibility of supporting ESL
franchises in various cities across Europe. Plans have already been proposed to
compete with the Union of European Football Associations (UEFA) in forming the
most marketable superleague. Media Partners International, a Milan-based
consulting firm, has garnered over $1.2 billion investments from JP Morgan to
sustain the ESL for the first three years. Judging from the success of professional
sports in the United States, there is no telling of this league’s untapped potential.
If any doubts of European football’s growth still remain, then consider the
burgeoning of players’ salaries. Inter Milan recently acquired Italian striker
Christian Vieri for an estimated $43 million, dwarfing the annual payroll of most
professional franchises. And the issue of whether Vieri deserved more or less than,
say, Michael Jordan (excluding endorsements) is irrelevant. For now, football club
owners can afford these superstars because consumers are compliant to rising
ticket prices.
However, ESL owners must not discount the relationship between European
fans and their revered teams. Football, for countless decades in each country, has
supplied a measurement of national identity. As Europeans, during the integration
process, ponder the potential void of national traditions, football remains their
sole source of patriotic autonomy.
If the ESL passes, then UEFA would be subject to drop one of its Cup
competitions, likely the Cup Winners Cup. More importantly, UEFA stands to
sacrifice two underlying principles which have sustained the organization’s
existence – a commitment to divide Cup proceeds in an equitable manner for all
clubs, and to televise all games free of charge to European subscribers.
The ESL would consist of Europe’s top 32 (mostly large market) teams competing
in a comprehensive tournament to determine the European football champion. If
the league is supervised by UEFA, it will comprise of little commercial influence – in
which case, some officials suggest that a league without proper promotion or
relegation will lose people’s interest in less than three years. But the
traditionalists insist that UEFA’s policies, although diplomatic in nature, serve to
protect the institution of football from an onslaught of manipulation by massive
corporations.
Even if the ESL and its large market teams are successful in growing the sport of
football to unprecedented financial and social levels, there will undoubtedly be
significant ramifications to the remaining franchises. Once again, the argument of
revenue disparity between small and large market teams will assume center stage.
Instead of George Steinbrenner clashing with Bud Selig, it will be two others
bickering – without regard to the fans, any sport’s key ingredient.
The decision of what ownership structure to emulate remains undetermined.
The real challenge, at this point, is securing the support of the regional community.
It is clear that the combined prowess of European cultures, not the individual
national interests, will ultimately ensure the success of supranational football.
Owners cannot and will not force an unnatural medium of sports entertainment to
their consumers. Most business leaders in the European Union have recognized
that integration comes at a cost – a lesson that football club owners are about to
discover.
Despite the European Commission’s diplomatic efforts to balance competition
with equal protection, the fussbudgets will continue to question the motives of not
only owners but also everyone else involved.
The fruition of ESL may or may not advance European integration, but the fight
to protect one of Europe’s most treasured assets – football – will surely accomplish
the task.
Michael Wissot is a leading market research and communication strategist in
Southern California. He serves as a focus group moderator to many Fortune 500
companies and top public officials. He can be reached at SymAction.com.
Does Soccer SuperLeague Hold The Key To One Europe?
(Originally printed in Sports Business Journal, July 19-24, 1999)
If there is one common thread interwoven throughout all European cultures, it
must be soccer, right? Perhaps in popular theory. But the conventional wisdom now
hangs in the balance as the quest for the almighty buck – that is, the supreme euro
– has eroded the very fabric of soccer (no offense to Pete Rozelle, but let’s call it
what it really is: football). As “European integration” becomes a buzz word for the
21st century, football will likely play an integral role in either facilitating or
decelerating this cultural, political and economic merger of countries.
Football club owners have offered to help the cause by composing a framework
for the future European SuperLeague, which would consist of the region’s most elite
franchises. Europe has already made a transformation in showcasing athleticism,
whether its unbridled fans are willing, as investors assemble to protect their
shares in perhaps the most anticipated “cash cow” in sports entertainment.
However, even top football officials have their doubts. FIFA president Sepp
Blatter, arguably the most powerful man in football worldwide, has stated his
strong opposition to a breakaway superleague.
Regardless, sports business experts insist that any successful venture in
football integration would require the solidarity of ownership policies and fan
participation. True, the former condition is already growing at an explosive pace.
Corporate investors have estimated the economic feasibility of supporting ESL
franchises in various cities across Europe. Plans have already been proposed to
compete with the Union of European Football Associations (UEFA) in forming the
most marketable superleague. Media Partners International, a Milan-based
consulting firm, has garnered over $1.2 billion investments from JP Morgan to
sustain the ESL for the first three years. Judging from the success of professional
sports in the United States, there is no telling of this league’s untapped potential.
If any doubts of European football’s growth still remain, then consider the
burgeoning of players’ salaries. Inter Milan recently acquired Italian striker
Christian Vieri for an estimated $43 million, dwarfing the annual payroll of most
professional franchises. And the issue of whether Vieri deserved more or less than,
say, Michael Jordan (excluding endorsements) is irrelevant. For now, football club
owners can afford these superstars because consumers are compliant to rising
ticket prices.
However, ESL owners must not discount the relationship between European
fans and their revered teams. Football, for countless decades in each country, has
supplied a measurement of national identity. As Europeans, during the integration
process, ponder the potential void of national traditions, football remains their
sole source of patriotic autonomy.
If the ESL passes, then UEFA would be subject to drop one of its Cup
competitions, likely the Cup Winners Cup. More importantly, UEFA stands to
sacrifice two underlying principles which have sustained the organization’s
existence – a commitment to divide Cup proceeds in an equitable manner for all
clubs, and to televise all games free of charge to European subscribers.
The ESL would consist of Europe’s top 32 (mostly large market) teams competing
in a comprehensive tournament to determine the European football champion. If
the league is supervised by UEFA, it will comprise of little commercial influence – in
which case, some officials suggest that a league without proper promotion or
relegation will lose people’s interest in less than three years. But the
traditionalists insist that UEFA’s policies, although diplomatic in nature, serve to
protect the institution of football from an onslaught of manipulation by massive
corporations.
Even if the ESL and its large market teams are successful in growing the sport of
football to unprecedented financial and social levels, there will undoubtedly be
significant ramifications to the remaining franchises. Once again, the argument of
revenue disparity between small and large market teams will assume center stage.
Instead of George Steinbrenner clashing with Bud Selig, it will be two others
bickering – without regard to the fans, any sport’s key ingredient.
The decision of what ownership structure to emulate remains undetermined.
The real challenge, at this point, is securing the support of the regional community.
It is clear that the combined prowess of European cultures, not the individual
national interests, will ultimately ensure the success of supranational football.
Owners cannot and will not force an unnatural medium of sports entertainment to
their consumers. Most business leaders in the European Union have recognized
that integration comes at a cost – a lesson that football club owners are about to
discover.
Despite the European Commission’s diplomatic efforts to balance competition
with equal protection, the fussbudgets will continue to question the motives of not
only owners but also everyone else involved.
The fruition of ESL may or may not advance European integration, but the fight
to protect one of Europe’s most treasured assets – football – will surely accomplish
the task.
Michael Wissot is a leading market research and communication strategist in
Southern California. He serves as a focus group moderator to many Fortune 500
companies and top public officials. He can be reached at SymAction.com.