Previously on The18, we have looked at the immediate future of soccer in the United States. Specifically, in Part I of this series, we examined how things might be different now than after previous World Cups; in Part II, we looked at what the MLS and European leagues can do to capitalize on the momentum from this year’s World Cup.
In this installment, the Return of the Jedi of this series (casting ideas: Jürgen Klinsmann as Obi-Won Kenobi, Sepp Blatter as Darth Vader, Julian Green as Luke Skywalker, Clint Dempsey as Han Solo), we will look at the U.S. Men’s National Team itself and what it can do to solidify its position as “America’s Team.” (Sorry Cowboys fans, you’ve been replaced).
As we discussed in Part I, America was captivated by the U.S.’s run into the knockout round at this summer’s World Cup. Starting with Clint Dempsey’s shocking goal in the first 30 seconds against Ghana, continuing through John Brooks’s winner in the last minutes of that match, and ending with Tim Howard’s heroic performance against the Belgians (I’m still boycotting Stella Artois and Waffles...but Jean-Claude Van Damme and I have made up), it was quite a two week-plus stretch for soccer in this country. But then, just as quickly as it started, it was over. The U.S. team will not play again until a friendly against the Czech Republic in Prague in early September.
So, how does the U.S. team capitalize on the momentum that it garnered this summer in today’s culture of 24-hour news cycles? In part, it must rely on the networks responsible for its coverage (ESPN for now, Fox in the future) to heavily promote ALL of its matches so that people know when they’re on and are invested in the outcome. The match in September will be going up against the beginning of college and professional football, which will make it difficult to capture a lot of attention. Nevertheless, steps must be taken so that the U.S. team isn’t completely off the map until the next World Cup. It must be stressed in as many venues as possible that the friendlies are critical as part of the four-year cycle leading towards Russia. They may not count in the win-loss column, but every friendly matters for the development of the squad.
There will be plenty of opportunities for the U.S. to get attention from American sports fans in competitive tournaments over each of the next three summers as we lead up to the 2018 World Cup in Russia. One of the keys to USA's success is being able to capitalize on how much Americans love expressing their patriotism by covering themselves head-to-toe in red, white, and blue, and chanting these three magical letters: “U-S-A.” People (in this country at least) believe in American exceptionalism and seeing the U.S. compete against other nations gives us an excuse to express it. As American icon Kenny Powers once said, “Sure I’ve been called a xenophobe, but the truth is, I’m not. I honestly just feel that America is the best country and the other countries aren’t as good. That used to be called patriotism.” Well said, Kenneth. Well said.
First up amongst the competitive fixtures is the 2015 Gold Cup, which is CONCACAF’s regional competition. Held every two years, it is often a showcase for some of the younger players on the USMNT’s roster to compete on the international stage against the squads they will face in World Cup Qualifying. The matches are usually held in the United States and the Yanks won the 2013 iteration. One key feature of the Gold Cup is that the winner advances to the Confederations Cup, which is the tournament held the year before the World Cup in the host country (a trial run for logistics) featuring the champions of each regional competition. If the USMNT can qualify, it will provide an excellent opportunity for the U.S. to receive additional experience against the top teams in the world. Famously, back in 2009, the U.S. defeated defending European Champion Spain at the Confederations Cup in South Africa and took a 2-0 lead against Brazil in the Final, before finally succumbing to the Brazilians in the second half. Because the U.S. won the 2013 Gold Cup, if they were to win the 2015 Gold Cup, they will clinch their place in the 2017 Confederations Cup in Russia. If another nation wins, there will be a single-match playoff between the two countries to determine who goes to Russia. The more opportunities that the U.S. squad gets to test itself against the best nations in the world, the better off it will be in Russia, so it is critical that it qualifies for the Confederations Cup.
The biggest spectacle that the U.S. team will encounter as it builds towards the 2018 World Cup will be the 2016 Copa América, which will be held in the United States. Typically this competition is held amongst the countries of South America, but for the 100th edition (the “Centenario”), the U.S, Mexico, and other nations from North America and the Caribbean will also participate. That means Brazil, Argentina, Colombia and the other South American powers will be coming to America’s shores for a competitive tournament. This summer’s International Champions Cup showcased the potential attendance that star-studded club teams could generate (109,000 people for Real Madrid-Manchester United), but this should be on a completely different scale. Lionel Messi and Neymar will be competing in matches that actually matter in this country in a tournament where the U.S. is also participating. Short of hosting another World Cup (we’re still holding out hope for 2022, come on FIFA), this is as much as U.S. Soccer could hope for. Promotion and marketing for this competition will be of critical importance to maximize the exposure that this tournament can bring. If somehow the U.S. can make a deep run in this tournament, in addition to the experience it will get for the 2018 World Cup, the attention it gets in this country when there are not a lot of other sports going on could spell big things.
Beyond the matches involving the national team, U.S. Soccer must do more to increase the visibility of its stars. Landon Donovan already no longer features with the National Team (and is retiring entirely at the end of this MLS season) and fellow stalwarts Clint Dempsey and Tim Howard may not be on the plane to Russia due to age and Klinsmann’s seeming-preference for younger players. Therefore, it will be up to U.S. Soccer to make sure that the American public gets to know the new stars that will be taking their place.
Some of those players, such as DeAndre Yedlin and Julian Green, already made their mark in Brazil, but keeping track of these players as they continue to develop for their club countries over the next few years will be crucial. Whether Yedlin stays in the U.S. or makes his expected move to Europe, his progress and highlights must be emphasized. All indications are that Julian Green will stay with the senior squad at Bayern Munich this season, so to the extent he does get on the pitch, it is important that we hear and read about his progress.
Beyond the competitions, another area to hype up the National Team will be through the rivalries that the U.S. has with other countries. The most obvious example is Mexico, the U.S.’s top rival, who the U.S. frequently plays through World Cup Qualifying, the Gold Cup, and even friendlies. Every time that these countries square off, friendly or competitive (not sure there is ever a “friendly” match between the two), it must be emphasized given the rivalry it has become. This is the closest we can get on the international stage to Yankees-Red Sox or Ohio St.-Michigan and it must be publicized.
Beyond Mexico, in the scheduling of its friendlies, U.S. Soccer could look back to its past World Cup opponents. Rematches against Ghana or Portugal would bring back the nostalgia from this past World Cup moreso than the scheduling of countries such as the Czech Republic, against whom the United States has no (recent) history. Obviously that type of scheduling is easier said than done, but a consideration of the attention the matches can get should be the paramount reason for the match, beyond whatever competitive benefits Klinsmann believes the match will provide.
The other more immediate way that the U.S. National team can build on its progress from last summer will come through the U.S. Women's team. The Women’s World Cup will be held in Canada next summer and, through the Olympics and the last World Cup, many of the faces that will be competing for the U.S. are well-known to the American sports fans. As gentlemen sports fans, we see the Women’s National Team and can compare them to the ladies we have known throughout our lives. Megan Rapinoe is the punk-rock-inspired little sister that we always wanted. Abby Wambach is the star jock that lettered in every sport that we knew in high school. Alex Morgan is the girl-next-door, the homecoming queen. And of course, there’s Hope Solo, the crazy ex-girlfriend that cuts the eyes out of your pictures and has in-depth conversations with her stuffed animals about how no one understands her. She will NOT be ignored, you guys.
Amazingly, despite their success in the Olympics, the Women’s Team has not won the World Cup since Brandi Chastain’s historic winning penalty kick in 1999. That means this is likely the last chance for many of these ladies, most notably star Abby Wambach, to lift the one trophy that has eluded them. The 2011 Women’s World Cup was best remembered for Wambach’s header in the 122nd minute to equalize against Brazil, but what is often forgotten is that the U.S. lost to Japan on penalties in the final. The ladies will be looking for revenge next year and another run through the competition (one in which they will be favored, if not expected, to win) will represent another step that U.S. Soccer will take in establishing its place in the American sports pecking order.
You've seen it before, but it's still incredible 3 years later.
Between now and the 2018 World Cup, there will be plenty of opportunities for the U.S. National Teams to take advantage of the positive attention that the Men’s team received during this year’s World Cup in Brazil. With a competitive tournament each summer for the next (hopefully) three years to focus on, it can become a yearly ritual to focus on the National Team during the doldrums for sports each June and July. What will be equally important, however, will be the attention the team and its players receive the rest of the year, through its players on their club teams and the national team’s friendlies and qualifying matches. If U.S. Soccer can at least keep itself in the minds of American sporting fans during the time (even if it’s in the background) leading up to these tournaments, it will be poised to explode once the teams take the pitch in competition each summer. It is a long road to Russia in 2018, but it will be an enjoyable one. Enjoy the ride.
Follow Mike Smith on Twitter @thefootiegent
