Eight years and $90 million per. Almost three quarters of a billion dollars. Note the “b”.
That’s how much money is coming Major League Soccer’s way following the announcement of new U.S. media rights deals with ESPN, Fox Sports, and Univision Deportes this past Tuesday.
The new deal, which kicks in next season, is worth five times more money per season than the current one. It’s also worth $7 million more per season than NBC’s current media rights deal with the Barclay’s Premier League. And most importantly, it is only the beginning of sweeping changes across the league.
2015 was always going to be a big year for MLS. As a 20th season birthday present, the league would have to reach both new a new U.S. media rights deal and a collective bargaining agreement. But new teams have been added, domestic stars are either staying on or returning, and poor ownership groups are actually being dealt with. A big year has suddenly turned into a big leap forward into a new era: MLS 3.0.
But there is undoubtedly still work to be done. To answer the “More money, now what?” question, here’s what I would like to see moving forward.
- A New CBA
It was widely thought that the new U.S. media deal would have a big influence on the next Collective Bargaining Agreement, specifically the salary cap. Currently set at around $3.1 million (excluding Designated Player wages), it will almost certainly go up.
My guess right now is that the cap for 2015 and beyond is in the $4 million range. MLS has grown immensely but still admits to losing between $75-100 million a season. A salary cap of $5 million is possible in my mind, but keeping it at four could see the league join the Black Friday festivities next fall.
The other big CBA talking point will be the number of DP slots each roster is permitted. Originally introduced in 2007 and embraced only by the big spenders, this season is the first in which every club has at least one DP on the books. Granted, there is a difference between paying Landon Donovan and paying Jerry Bengtson, but at least every club is willing to pony up to some extent.
Will there be a fourth DP slot opened for clubs in the new CBA? A fifth? I don’t expect there to be. Could there be some rule change accommodating domestic DPs? It would be nice to see in my opinion. Then we wouldn’t have “retention funds” being invented out of thin air to keep Graham Zusi and Matt Besler in Kansas City.
- Scheduling Consistency
I hope that MLS can get this one right. It looks like they are at least trying with Sunday night national broadcast doubleheaders with ESPN and Fox Sports.
But it isn’t just about consistent timing. Making things as fair as possible has to take precedence. At the end of Week 11, Toronto and Los Angeles both have five games in hand on Philadelphia. The Union are already shooting themselves in the feet. By the time the playoff race rolls around, their players will be watching from their sofas as other teams make up their games in hand. If they end up out of things in October, don’t be surprised if they put part of the blame on their front-loaded schedule.
Keeping things consistent will make MLS more accessible to the prospective soccer fan. Having every team play once a week will eliminate all the head scratching that goes on when people check the standings.
As it stands, the new media deal sees Saturday afternoons becoming a regional broadcast free-for-all. The night before will be home to a Spanish-language broadcast. Monday through Thursday is still anybody’s guess. The 2015 schedule will surely be something worth talking about.
- More Shots in the Arm
David Beckham was the first. Toronto and Seattle followed. Thierry Henry came next. After him came Portland, with Clint Dempsey and Michael Bradley being most recent.
One of the biggest things I’ve learned from my toe-dip into the waters of marketing is that you need to keep your product fresh as it grows and ages. Over the last few years, MLS has done that fairly well on paper. But the results aren’t showing league-wide.
Going by the above pattern of player-team-player, a club will be the next entity to revolutionize MLS. As I see it right now, both Orlando City SC and New York City FC have a chance to do the honours. If Orlando thrives, they could be the beginning of Cascadia East in what has long been deemed a poor sports region. If New York City doesn’t become Manchester City leftovers, they could become the new standard among the big-spending clubs.
To follow the same pattern, MLS will need a player, or players, to follow suit. They will need to be big. If ever there was a time to dispel the notion that MLS is where the washed-up Europeans come to retire, it’s now.
Go out and get Chicharito. Go out and rescue Erik Lamela. Even if it means sacrificing short-term profitability, go out and get Ronaldo before the 29-year-old gets grouped in the same category as those who came before him.
Previous boosts to the league made North Americans take notice. Even people across the world checked in once in a while. Imagine if the league’s next shot in the arm makes those same people want to watch every week.
Major League Soccer finally has some legitimate money coming its way. If everything plays out perfectly, there could even be some left over once all is said and done. In the world of North American pro sports, that says nothing. In the world of soccer, that might make us the most successful league on the planet.
We’re done playing with Monopoly money. After 20 years, it’s about time that people see some more return on their investment.
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