European clubs missing an open goal in the US
Teams should show greater respect for the sophisticated American market by playing games that matter
The powers of European football have been spreading the word of the beautiful game across the United States for years now, ending summer vacations for preseason training camps and a series of tune-ups that often carry the intensity of a beginner’s yoga session.
On the surface, these games are blockbusters, the type of pairings usually featured in the late stages of the Uefa Champions League.
Real Madrid v Juventus! Bayern Munich v Manchester City! Barcelona v Manchester United!
In an effort to convey seriousness, promoters affix an official-sounding name, the International Champions Cup.
Half-hearted Football and All-Out Marketing Cup didn’t have the same catchy ring.
Despite the casual nature and sub-par fitness, the tour has been an annual success at the box office because of the global brands and superstars involved. But while interest remains high in several markets, visiting clubs and their corresponding leagues should begin showing greater respect for the increasingly important and sophisticated American market by playing games that matter.
Ditch these friendlies littered with some 10 substitutions per team and 60-minute efforts by marquee names (if they are even part of the travel delegation).
Agree to play a league match, or maybe a domestic cup game, at a US venue. The preseason schedule would remain the same, but instead of going home for the start of the season, play the opener here. If the tradition of the opening weekend outweighs such ventures, consider visiting Miami or Los Angeles in the heart of a European winter.
Difference in quality
For years, North American sports leagues have gone abroad to stage games that matter. Since 1996, Major League Baseball has scheduled 17 games abroad.
The NHL has taken regular season games to London, Prague, Stockholm, Helsinki and Berlin. The Florida Panthers and Winnipeg Jets will face off twice in November in Helsinki.
Just as there is a noticeable difference in quality and intensity between NFL preseason and regular season games, these international football matches are not close to the same as official competitions.
After a 4-1 defeat to Liverpool before 101,000 at Michigan Stadium last week, Manchester United Manager Jose Mourinho was asked about the scene. “The atmosphere was good, but if I was them, I wouldn’t come. I wouldn’t spend my money to see these teams.”
But people do come to see the teams, the colours, the crest, the players — even if they’re not getting a complete performance.