Major League Soccer clubs can find themselves in an annual pickle regarding the International Challenge Cup and other international friendlies staged stateside against high-profile sides.

These matches can and probably do siphon off some attention and some consumer coin that might otherwise fall for North American clubs. But they make money, which means they are going to happen. They cannot be wished away. (Nor should they be … fans love these games.)

So MLS determined a few years ago that it’s better to get onboard and share some of the windfall.

But that doesn’t mean there isn’t some downside. In fact, there are serious potential image and perception headaches to deal with here.

More and more, MLS competes with foreign leagues for the attention (and merchandise dollars) of America’s soccer watchers.

It was always this way, really, even as Eric Wynalda knocked that first Mitre ball into goal for San Jose in 1996, Major League Soccer’s inaugural strike. Back then, teams from England, Mexico, Italy, Germany and elsewhere were “rivals” in terms of grabbing and retaining fan affection.

Through the years, it has become significantly easier to keep tabs on clubs abroad. The ease and the depth with which you can follow your favs is a different discussion, of course, more about digital media and access and such.

SEE MORE — International Champions Cup organizers reveal cities and schedule for North America matches

In Major League Soccer’s perfect world, fans can have their foreign sweethearts and still reserve some love for MLS. They can dote on their team from Madrid or Manchester or Milan in the morning, and then pour out the passion for a hometown MLS side in the evening. See? Everybody wins.

Until, that is, MLS clubs bump up against these foreign clubs. That’s where we cross the streams, and where we find the rock next to the hard place. That’s where these matches create a classic dilemma (choice between two equally unappealing options) for MLS coaches.

These contests typically occur in July and early August. MLS teams are stretched to the breaking as it is, left threadbare by international call-ups, U.S. Open Cup or Canadian Championship contests and perhaps by CONCACAF Champions League matches.  That’s not to mention the habitual, debilitating effects of summer heat and travel and the usual injury attrition that leave clubs stressed.

Then, right in the middle of it, managers have this laid at their feet: They face a global heavy, with thousands of potential fans about to pay attention and make some value judgments.

Yes, these foreign clubs are just getting started for the year. And, yes, they are rarely at 100 percent of full-effect star status, usually one Ronaldo or Iniesta short of a full marquee. But make no mistake, most of these rosters are power packed top to bottom with military grade talent. You think the second team of Barcelona, Manchester United, Paris Saint-Germain or Chelsea cannot stand up to an MLS club at its tippy-top best? Of course they can. Most of the “B” team starters for those global heavies would be an MLS Best XI candidate.

That’s not a knock on the league; it’s an economic reality. Most smart fans understand this. They know the difference between Chipotle and the local, high-end steak house, and they understand that each place has its place in the dinner time rotation.

The problem comes when fans are confronted with the measurable, crystal clear side-by-side reality. When a team like Manchester United takes a crow bar to a good MLS club (like the Red Devils’ 7-0 win over Seattle in 2011), it leaves a lasting impression.

It reinforces the idea that MLS sides are inferior beasts, and that the MLS product is less worthy – especially when fans know they can watch AC Milan or Liverpool or Chivas de Guadalajara every week. And with ever-increasing ease! Next year, for instance, Bundesliga games will be more accessible to a larger audience as FOX acquires its rights for the 2015-16 season. Hello, Franck Ribéry! It will be nice to see a little more of you.

So what’s an MLS coach to do?

Play the starters, deploying their best team so the result will be more respectable, more along the lines of how Real Madrid defeated the Galaxy two summers back (3-1).

That seems like the reasonable thing to do … except that there may be an MLS date a few nights later. Or there may be a trip coming up to Honduras or Guatemala for Champions League. Or perhaps a team is already sitting below the “red line” in the standings, which means they wouldn’t be a playoff qualifier if the season ended that day, and managers need to get every starter every minute of precious rest possible.  Because coaches and players alike understand the MLS reality: if you cannot make the playoffs in a league where it’s too easy to do so (12 of 20 clubs get in this year), changes are likely afoot.

So, be a gambler and put as many of your top men on the field, damn the “results that really matter” ahead? Or play more of the reserves, take your lumps, try to sell the benefits of “great experiences like this one” for your 18- and 19-year old youngsters and take your lumps in larger, public perception?

Oh, by the way, this is where a meddling owner or GM might just have something to say about lineup selection. Because, you know, the owner or GM isn’t going to fire himself if the team doesn’t make the playoffs or loses an Open Cup match. But he doesn’t want to be on watch for the next 7-0 thumping before a packed house.

Editor’s note: Steve Davis writes a weekly column for World Soccer Talk. He shares his thoughts and opinions on US and MLS soccer topics every Wednesday, as well as news reports throughout the week. You can follow Steve on Twitter at @stevedavis90. Plus, read Steve’s other columns on World Soccer Talk.