There’s no doubt that NBC Sports has transformed the fortunes and perception of the Premier League in the United States, but it is often forgotten NBC Sports actually acquired the rights to show Major League Soccer (MLS) for three seasons from 2012-2014 before they acquired the US’ Premier League rights.
NBC’s coverage of MLS was outstanding enough to win plaudits from fans and media, but as the US-based top flight league approaching its nineteenth season, MLS executives were — according to a World Soccer Talk source — demanding a massive increase in the rights fees to broadcast the domestic league, which were nowhere in line with the poor TV ratings the league were generating across all nationwide broadcasters. The math simply didn’t add up for NBC Sports, so the network decided to take a pass before the 2015 season began.
In hindsight, did MLS make the correct decision in overvaluing the TV rights for the league instead of focusing on long-term growth with a world-class broadcaster that “got” soccer?
MLS shifting away from NBC Sports was in retrospect unfortunate. The type of hard-hitting, no holds barred discussions you see on NBC’s Premier League coverage are generally lacking on FOX’s MLS’ telecasts. Bumper programs so important to the engagement of fans for all sporting events would be well-produced on NBC and create a certain degree of controversy. If MLS was still with NBC, more tactically focused fans would be engaged in MLS and it would improve the image of the league.
Where we are now
Currently a stigma has developed about Major League Soccer among those who prefer the European and particularly the English game in the United States. But the types of cross-promotion for MLS that could have occurred during Premier League matches, as well as an effort to to discuss things in more tactical and strategic ways than on FOX would have benefited the league and almost certainly in time could have helped win over skeptics.
But if the league had remained on NBC Sports, it is conceivable that an integration of MLS fans with those of European football would have been more seamless. Today, with FOX’s patronizing attitude toward fans which might be reflective of a deep-seeded insecurity about MLS’ overall place in the world club soccer landscape, fans of the US top-flight league seem as distant and hostile as ever toward large elements of the global game and the fans of foreign clubs.
While ESPN’s broadcast crews around MLS are outstanding, the allotment of time on the network is hit or miss. Taylor Twellman, in particular continues to be an exemplary co-commentator capable of linking MLS with the world game while not talking down to an audience or blatantly cheerleading for the league. But as the current eight-year media rights deal has worn on, it is FOX’s tenor that has won the day among MLS fans, creating further divisions within the fractured soccer community in the United States.
The addition of Jon Champion as lead MLS commentator on ESPN this season is a welcome addition that will add credibility to the league. Similarly, the appearances, though infrequent of Max Bretos for bigger events elevates the quality of ESPN’s product.
But the reality of ESPN continues to be pretty straightforward. Major League Soccer has often times simply disappeared into the ESPN family of networks programming catalog without much consideration for promotion. As good as the product is that ESPN produces, promotion is limited and while ratings have grown marginally since the start of this eight-year rights cycle, it’s also very possible NBC could have grown the product more aggressively and effectively, complimenting ESPN’s good work but limited bandwidth to spend on the league.
How could things have been different with NBC?
Let’s start with Arlo White.
Arlo White’s role as NBC’s voice of MLS before shifting to the Premier League in 2013 probably could have continued to attract fans of the game to MLS, if let’s say he called a few matches during the summer months for NBC, when the Premier League is in its closed season. White has an uncanny ability to connect with European football fans because of his accent and knowledge while presenting matches in a very Americanized style that relies heavily on storytelling and colorful anecdotes.
White’s style grates on some traditional football watchers who prefer less talking during broadcasts. However, the former BBC and Seattle Sounders announcer demonstrated in the early days of the Premier League being on NBC an uncanny ability to educate less knowledgeable fans during broadcasts. White did the same when he called MLS on NBC but at that point in time the crossover appeal of the league was limited and the network did not have Premier League rights.
Meanwhile, the excellent John Strong who called games for NBC in 2013 and 2014 and actually did some Premier League work would have potentially stayed with the network as the lead commentator, with White broadcasting special events. Strong is one of the real assets FOX has in its MLS arsenal currently, and probably would have been even more effective as part of an enhanced NBC production.
NBC’s studio shows, as demonstrated in coverage of the Premier League, can shape audience perceptions and inform as well as entertain. When NBC previously aired MLS, it was more of a niche product than it is today, and it can be assumed NBC’s coverage would have grown with the league had they remained a broadcast partner.
In addition, NBC’s level of promotion for the Premier League during other NBC Sports programming indicates a commitment level that ESPN doesn’t have to soccer in general. NBC likely could have penetrated more mainstream American sports fans to watch MLS – something the league has long desired but largely struck out at doing consistently. While one-off broadcasts particularly when involving Atlanta United attract fans of other sports, the consistent level of fandom for MLS on national TV remains relatively low.
MLS has grown in stature the last few years. The quality of play is noticeably improved from when NBC televised the matches. However, FOX’s tenor, which reflects the clannishness and defensiveness of MLS fans for many years doesn’t reflect a new confidence the league should have nor does it communicate effectively with core soccer fans who might be intrigued by the uptick in MLS’ quality.
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What has resulted is two separate tracks for English-language dominant soccer viewers in the US. Those watching the Premier League have gravitated to NBC while MLS fans and those of the US Men’s National Team have remained largely in a separate ecosystem. Social media is dominated by the two sides taking shots at each other.
Meanwhile, NBC with its superior coverage of soccer has not had to really tackle the issues of the US Men’s National Team or MLS. NBC’s more critically focused and effective coverage could have helped shape the debate about the domestic game in a clearer way.
The net result of NBC broadcasting MLS likely would have been better promotion and less clannishness around soccer fans in the US. Alas, we will never know how it might have played out had NBC continued into this current media rights cycle as an MLS partner.
MLS is doomed to mediocre TV coverage until such time as their players have comparable skills to players in top leagues in Europe…guaranteed US advertisers will never figure it out.
MLS won’t have players with comparable skills to the top leagues in Europe with how little they spend on payroll. I believe the top payroll in MLS is somewhere just under $30 million. You give any team in any top league that amount of money to spend, they won’t be fielding a very good squad. Pick any random team in MLS and give them $200 million to spend on players, sure they are going to have players with comparable skills. Think its silly comparing MLS to the top leagues in Europe. MLS will never be comparable.
I think one thing MLS has going against it is that it is not in UEFA competition. Obviously that is something they can’t do much about. Best goal is to become the best non-european league which I think it can be. We are starting to see players in their prime leave clubs like River Plate to join MLS now.
I remember watching MLS on NBC in late 2014 and noting its top-notch production and analysis. FOX simply doesn’t compare.
I hope NBC gets it back someday. As successful as the Premier League is, I think they could use at least one more domestic league.
Although you make good points about “How things could have been so different if MLS had continued on NBC Sports”, you failed to point out how things could have gone so wrong too. Once NBC got a-hold of the Premier League, MLS was going to be a side kick product and the overload of football games between the Premier/MLS games was going to be too much. In the end, having different broadcasters (Fox/ESPN/Univision) deliver football games is better for the growth of the game than to have only one broadcaster monopolize on the sport of football.
Interesting premise, but I wonder how much investment NBC would have put into MLS vs EPL. Comparing what they do currently with EPL and automatically assuming they would have done the same for MLS may not be correct. I actually don’t even recall NBC having MLS, admittedly not much a fan anyway aside from my local team now and then in the dull days of summer. However, I vividly recall NBC’s promotions for EPL during this time (2013) and don’t remember any for MLS. Again, could just be that I was predisposed to ignore it……but could also be NBC saw the ratings potential of EPL and made a large push, something they may not have done with MLS given their ratings issues.
MLS is suffering from having an inferior product in a world saturated with entertainment options. 20 years I’d be tempted to watch MLS as it would be the only viable football option at the time for multiple games.
With La Liga, Bundesliga, Serie A, and of course the EPL available to shown multiple to several (to all) games a week, the MLS can not bridge the gap, regardless whatever their exposure. The MLS has a small collection of very dedicated fans and the league is improving, however, it isn’t even a minor league for talent in Europe. Until MLS can afford significant talent, it won’t become a league of notice, other than the Senior League for retiring European football players. And based on how the MLS continues to create franchises to create revenue, it truly does look like a pyramid scheme.
Living organizations evolve, MLS is evolving. Level of talent in MLS will improve as youth players in US improve, that will take another generation. More MLS teams is a positive, more buzz in more cities about real soccer, more kids getting into better development clubs. Forty years ago no hope of real professional soccer in this country, now we’re about half way through the process. And some teams are beginning to play real soccer.
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Somewhat worth mentioning on here but NBC is increasing auto racing content and with MLS going away the soccer content is decreasing. NBC just added the IMSA Weathertech sportscar series (which is the only thing that I am into more than soccer..sportscar auto racing).
When was the last time ESPN’s Sports Center covered the MLS, showed highlights, etc.? We have to go online to watch ESPNFC to see any MLS news. The same question applies to Fox Sports? No one in the national sports media cares about MLS which is sad. It’s all about American Sports. The American Sports media doesn’t even cover American athletes, like Lindsey Vonn, Serena Williams or any other American playing in ”international” sports. It’s all about the NFL, MLB, NHL, NBA, 24/7
But how many US fans of football care about the MLS? Yes, Football is still a “niche” though growing sport in the US, but in general, Europe and Liga MX is what most American football fans watch.
You had me until saying Serena Williams isn’t covered by the media in America…..and that the NHL gets widespread coverage akin to NFL, NBA, and MLB.
But of course the American media is going to care more about American sports! All the more reason we need someone like beIN Sports to survive and give us great soccer coverage and analysis. Unlike other networks (cough, ESPN, cough cough) they’ll actually show highlights and analyse upcoming matches of properties they don’t have the rights to (like EPL, Serie A, UCL, Europa) instead of only hyping what they own in order to boost ratings.
Hello JP,
I just want to correct one thing about my previous comment. Yes, Serena Williams is being covered by the American media, but not as much as Tom Brady or LeBron James. The media only talks about her if she wins a major tournament or if she creates a controversy whereas the shows on ESPN for example have an obsession with Tom Brady or other athletes year round. My point is, the majority of coverage is dedicated to athletes from American Sports.
As far as the NHL is concerned, it doesn’t get widespread coverage but it still gets covered more than MLS which gets zero. I don’t like MLS, just want to point the lack of coverage about the league in general.
Fair point, tennis here is only covered for the Grand Slam events….and even Australia or the French often get overlooked (AO time difference and during NFL playoffs…French Open during NBA/NHL playoffs), so really just Wimbledon and the US Open.
As for Lebron and Brady, ESPN pushes them because they’re polarizing. Just trying to get the people who love or hate them to watch or read their content.
Just last season plus the very last game of the season MLS Cup playoffs. Knock ESPN but at least once a week during the season you’ll catch a game highlight on Sports Center the thing though is how much indepth are those quick highlight blurbs. NHL is in the same boat as MLS in that regards. I’m a NHL fan btw.
All of the “American Sports” have it’s best league in the USA. American Football is the NFL, Basketball is the NBA, Hockey (Canadian sport) is the NHL, Baseball is MLB, Golf (Scottish sport) is the PGA. The best soccer league is EPL or La Liga. Until the MLS is just as good or even better than those league it will always be a “minor league” league in the eyes on American Sports Media. Increasing the size of MLS is watering down the talent pool. It would be a lot better to have a smaller MLS with exceptional players from all around the world than what we have now. And use the USL to build up players and expand to every city to encourage the growth of the game.
MLS TV ratings on Fox Sports and ESPN are similar to NHL on NBCSN. But what they lack is a regular weekly game on a broadcast channel which would help get the league to a wider audience. The football is not a as high quality as the Premier League but a comparative quality doesn’t stop over 10 million tuning into the Women’s World Cup.
That’s very reasonable I’ve often concluded and believe that despite what some folks would counter MLS TV ratings would look similar to NHL/EPL NBC/NBCSN end of yr ratings ( 400-450k range) if it got decent OTA broadcast cable games with FOX or ABC 10-20 games a season.
Just looked it up but NHL is avg around 260-270k on NBCSN when you don’t factor in streaming. It’s averaging about 370-380 on both NBC networks so far. So looks like you’re right there man with that point.