It’s classic steak versus sizzle conversation. In the early days of the CanPL what’s more important? Getting the nuts and bolts of the league settled, or selling the idea of a league to those who probably aren’t reading this article?
It’s a conversation that is clearly happening at the league office right now. And, it’s a debate that is quite clearly being won by those on the marketing side of the conversation. There have been increasingly loud groans from many in the soccer community about how the CanPL is not living up to what many hoped it would be. This is even when it is getting more attention than almost anyone thought it would.
Part of this is probably growing pains. There was always going to be issues with a start up league. Marketing is important to the league. But, it is often at odds with some of the things that soccer operations would want to see.
A perfect case in point would be open try-outs that took place last summer. Billed as a legitimate opportunity for players to get looked at by CanPL coaches, most people in the soccer world viewed them as a traveling circus. The try-outs were bloated by no-hopers and avoided by anyone who seriously is looking at the CanPL.
More than one person has told be that, at best, the open trials discovered “a couple” players that they were unaware of and have a reasonable chance to sign. Most of the Canadian players that will end up in the league were discovered through extensive scouting that has taken place over the last year. A team of scouts has created database of players that numbers over 1,000. Few of them took part in the open trials.
From a pure soccer standpoint, wouldn’t the CanPL coaches’ time have been better spent looking at true prospects rather than hundreds of beer league stars?
From a pure soccer perspective it isn’t debatable. Clearly, it would have.
This is where it gets tricky. The open try outs were never about finding players. Rather, they were about exposing more people to the league. On that level it worked. At every stop on the tour the local media flocked out to do stories on this new league. More potential fans were found. That’s a positive.
So, I fully supported doing the tour, even while knowing that very few players, if any, would emerge. The Marketing value was high enough that the soccer needs could justifiably be pushed to the backseat.
The question is balance though. When does the Marketing start to get in the way of the soccer?
Yesterday might have been when. In an attempt to stay in the news (for the sake of staying in the news), the CanPL rushed out its first signings. It was a mixed bag of players -- decent enough prospects, mostly, with a couple vets and one potential star in Kyle Bekker. But, it was hardly a group that was going to generate much buzz outside of the hardest of the hardcore (who mostly already knew Kyle Bekker, the only player that might grab a headline, was going to Hamilton).
The result was a tad underwhelming. A quick Google News search turns up a tiny amount of traction. The same blogs that were talking about the league last year are still talking about it today, but this was hardly leading off SportsCentre.
It’s probably fair to suggest that the signings had limited harm. These were mostly guys that will battle for time – the big splashes won’t come until January at the earliest. What’s troubling though is it was an example of the tail wagging the dog. There was no reason to announce signings now. They simply wanted to hit a news cycle and by putting an artificial schedule on it they might have rushed decisions on players that could prove to be the wrong fit once the real business begins.
Generally by the time it’s clear that there is a problem it’s almost too late to fix it. If you nip it at the first evidence of it happening you can control things a lot better.
There is a bit of evidence that the CanPL is starting to think of itself as a marketing company more than a soccer league. They’d be wise to remember that if the product is bad the consumer isn’t going to buy it, even if it’s wrapped up in a pretty bow.
Marketing remains vital to the success of the league. But, with just five months to launch it’s time for the soccer to take priority.
Edited by Duane Rollins