You know what the biggest irony is, when it comes to the MLS mid-season friendlies against European sides?
Those doing the organizing probably still believe that these sideshows are effective in dispelling the myth that MLS is a two-bit Mickey Mouse operation, pandering to a footie backwater.
But I'd say that they have the exact opposite effect, merely reinforcing the same old, outdated stereotypes about MLS (despite the fact that soccer culture in northern North America is clearly coming into its own). After all, the thinking would go, if MLS is a legitimate league, worthy of being followed on its own merits, why would it rearrange its schedule for the sake of mid-season friendlies against foreign opposition?
And yet, the heavily-rumoured-but-not-yet-confirmed friendly between TFC and Liverpool appears even closer to reality today (as reported by Luke Wileman). Five years, no playoff appearances. Five league games in 2012, no points. But don't worry, TFC faithful, you'll get a chance to (pay to) watch Liverpool's reserves jog around at BMO Fi... wait, sorry? Oh, the Rogers Centre. Right. Happy days!
[PRBREAK][/PRBREAK]
The news, if officially confirmed, will surely delight the thousands of British expats and other Liverpool supporters who call Toronto home. Let's hope so, as they'll likely be buying the majority of the tickets (and fair enough; I'm sure that for many of them, the love of Liverpool predates TFC's existence).
But as for Toronto's ardent supporters, the club's de facto marketing team for the past five years, the ones who live and die by the team's results? I can't imagine much delight swelling up in those ranks. Disillusionment and anger would be more apt adjectives in the context, I'd reckon.
Now, the argument could be made that a meaningless game against an out-of-season English club at a cavernous, non-soccer stadium (likely on artificial turf) at surely exorbitant prices is just what's needed to reinvigorate excitement about Toronto FC, and expand the team's potential fan base.
It's possible, I suppose. English fan with no time for MLS otherwise comes out to the game, brings his kids. Kids get wrapped up in the excitement, develop a passion for the team in red. When they're old enough, they go out and buy tickets, jerseys, scarves, support the team... yeah, y'know what, this actually is a very effective marketing exercise for Liverpool.
Wait, did I say Liverpool? I meant... no, wait, I did mean Liverpool.
Don't get me wrong, I'm all for expanding Toronto FC's footprint. Every new fan of a Canadian club team is a good thing for the game in this country, in the long run. But I guess I just fail to see how giving 30,000 Liverpool fans an opportunity to pretend they're back in the old country is, in any way, an effective marketing tool for Toronto FC, or Canadian soccer. How is being presented with a live reminder of the talent gap between MLS and the EPL supposed to win new fans over to the local league, exactly?
I'm not advocating isolationism. Toronto FC, like every club, exists within the massively expansive web of global soccer. MLS should not pretend to be separate from that. But changing the dates of league games, and subjugating domestic success to one-off wankfests against on-tour super-clubs, does nothing to foster a belief that MLS is on equal footing with these global powerhouses. If anything, it fosters a belief that MLS is just the pathetic loser of the global game, waiting desperately by the phone for the pretty girl to call, then jumping up and catering to her every whim when she does deign to pay a bit of attention.
If MLS clubs are so desperate to make a statement in global soccer, put themselves on equal footing with the world's elite and play a bunch of non-league games during the summertime, here's an incredibly novel idea: Why not put more focus on the CONCACAF Champions League?
Yeah, you know, that tournament where the winner goes to the Club World Cup, to play (ostensibly) meaningful games against continental champions from Europe and South America? You want to establish yourself as a brand? You want to fuel excitement in your local market? That is how you do it.
It was just last month that 48,000 people filed into the Rogers Centre, with the overwhelming majority of them there not just to watch some kickabout between two foreign middleweights. No, save for the few thousand there to swoon over David Beckham, this was a raucous crowd feverish to see the home team succeed in a meaningful match. It was a massive moment for supporting local soccer in Toronto.
Some likely believe we'll see the same at the Rogers Centre if Liverpool drops by. Then again, some believe the planet is flat.
So, to summarize, a mid-season friendly against Liverpool (and to clarify, I take umbrage with the principle of the thing, not Liverpool in particular) would create unnecessary fixture congestion for Toronto FC, temporarily divert their focus at a time when they'll desperately need points in league play, further alienate the long-suffering hardcore fanbase, and create an environment where those who actually do show up to support TFC will almost certainly be outnumbered by opposing fans.
Tell me, what's the benefit here? The hope for another "Gabe Gala moment" (his goal against Real Madrid didn't exactly shoot him, or the club, into the soccer stratosphere)? An attempt to give local youngsters "something to aspire to"? Is it really as simplistic and cynical as a straight-up cash grab?
If the goal is to entrench TFC in the city's sporting consciousness over the long haul, there are better ways to do it. Things the club is already doing, but which won't bear fruit for a few years. Continue expanding the academy and developing relationships with local clubs. Provide local youth with an avenue to pursue their passion and, perhaps, suit up for their local club. Work more closely with the Canadian national teams and remind the public that the club is part of a holistic Canadian soccer system. These aren't quick fixes, but they are sustainable and productive long-term strategies.
And, of course, the #1, can't-miss way to build, maintain and reward a fanbase, in any league or sport, is to win games that matter. It's that simple.
A friendly against Liverpool deprives Toronto FC of time and energy that should be spent trying to win games that matter. That, above all, is why such a game would be a waste of everyone's time.
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