(Photo by Darren Staples / AFP)
Are You Ready for Some Football?
And no, we’re not talking about American football, where hefty athletes clad in protective gear crash into each other at high speeds. We’re talking about the game the rest of the world knows as football, played by more human-sized players primarily using their feet. While there may still be some rough and tumble moments, the emphasis is more on skill and strategy than brute force.
This week, some of the world’s top football clubs are making a splash on U.S. soil with a series of mid-summer exhibition matches that promise to delight soccer enthusiasts across the continent. These events will cater to the in-person viewing needs of countless fans, eager to see their favorite teams in action.
Soccer Fever Hits the U.S.
The Olympics have already kicked off this week, at least for the preliminary soccer games. Matches in Nice and Marseille are underway, even before the opening ceremonies in Paris. But for those on the other side of the Atlantic, there’s plenty to get excited about as well.
Top European Clubs in the USA
An Array of Prestigious Teams
Starting this weekend, top teams from the English Premier League, Italy’s Serie A, and Spain’s La Liga are descending upon the U.S. as part of the DIRECTV Soccer Champions Tour. This series of “friendlies” will unfold in various East Coast stadiums, offering American fans a rare chance to see these football giants live.
The Soccer Champions Tour features notable teams like Manchester City, Chelsea, AC Milan, Real Madrid, and Barcelona. With matches scheduled in cities ranging from New York to Chicago to Orlando, there’s no shortage of opportunities to catch these world-class teams in action.
- Manchester City: Featuring leading scorer Erling Haaland
- Chelsea: Long-time English Premier League power
- AC Milan: A titan in Italy’s Serie A
- Real Madrid and Barcelona: Traditional Spanish powerhouses
The Impact of Live Matches
Russell Wolff, managing director of Sixth Street, the sports-focused investment firm behind the Champions Tour, emphasizes the importance of these live events in fostering fan engagement. “When you get the chance to see your favorite team come to town, it creates an unparalleled level of excitement,” says Wolff. Having spent 26 years with ESPN, including five as GM of ESPN+, Wolff understands the enduring impact of in-person experiences on growing a sport’s fan base.
Retail and Fan Engagement
Manchester City’s North American Expansion
Ahead of the tour, Manchester City launched a retail pop-up store in New York’s Rockefeller Center. Open through September 22, this store offers a range of Puma collections, part of the team’s strategy to expand its following beyond British shores. Nuria Tarre’, Chief Marketing Officer of City Football Group, highlights the U.S. as a strategic market for the club.
“The U.S. is a very strategic market for us,” says Tarre’. “Many European soccer clubs see it the same way. The market is important and growing as a brand. The Soccer Champions Tour provides an opportunity to engage U.S. audiences in an authentic way locally. Normally, we do that through the year with virtual fan activities.”
The Growing Popularity of Soccer in the U.S.
Uncommitted Fans: A Golden Opportunity
One of the key factors driving European clubs to invest in the U.S. market is the high percentage of uncommitted soccer fans. “One in three fans haven’t picked a team,” says Tarre’. This fluidity offers a golden opportunity for clubs to build new fan bases in a market not yet saturated by long-standing local and generational team loyalties.
The Leagues Cup: A Unique Tournament
Simultaneously, the U.S.-based Major League Soccer (MLS) and Mexico’s top-tier Liga MX are engaging in the Leagues Cup. This tournament features 47 clubs competing in 77 matches across the United States and Canada. Apple, which has a unique 360-degree TV rights deal with MLS, is broadcasting all the matches and sponsoring Partido Fest in Los Angeles. This live gathering will showcase multiple matches on giant screens, enhancing the fan experience.
Key Matches and Strategic Moves
Logistical Challenges and Strategic Decisions
Organizing these tours is no easy feat, especially considering many players have just finished competing in international tournaments like the Euros and Copa America. To minimize travel fatigue, this year’s matches are mostly held on the East Coast. “The team that leads us day to day is putting together that mosaic of venue availability, practice schedules, and on-the-ground marketing to make it a big event,” says Wolff.
FAQs
What is the Soccer Champions Tour?
The Soccer Champions Tour is a series of friendly matches featuring top European football clubs, held primarily on the East Coast of the U.S.
Which teams are participating in the Soccer Champions Tour?
Teams include Manchester City, Chelsea, AC Milan, Real Madrid, and Barcelona.
What is the Leagues Cup?
The Leagues Cup is a tournament featuring 47 clubs from Major League Soccer and Mexico’s Liga MX, with 77 matches played across the U.S. and Canada.
How can I watch the Leagues Cup?
Apple TV+ is broadcasting all the matches through its MLS Season Pass.
Why is the U.S. market important for European football clubs?
The U.S. offers a growing and affluent market with many uncommitted fans, making it a strategic area for expanding their fan base.
Conclusion
This summer offers a smorgasbord of soccer action for U.S. fans, from the Soccer Champions Tour featuring top European clubs to the Leagues Cup showcasing North American talent. Whether you’re a long-time soccer aficionado or a newcomer to the sport, these events provide a unique opportunity to engage with world-class football right in your backyard. The excitement is palpable, and the potential for growing soccer’s popularity in the U.S. has never been higher.
