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During a recent Fox Sports interview, FIFA President Gianni Infantino appeared on Colin Cowherd’s talk show, broadcast from his elevated studio desk. Cowherd posed a straightforward inquiry, verging on a demand, to the head of world football’s governing body.
Infantino Praises US Opportunity and Burgers
“Give me something about America that you genuinely appreciate,” Cowherd prompted.
“Can I say burgers?” Infantino responded, followed by exaggerated laughter. “I would definitely say burgers, but also, and this is not intended as flattery, it truly is the land of opportunity. There are immense possibilities here for numerous individuals. That’s why I remain perplexed as to why soccer hasn’t yet become the premier sport in this nation.”
Burgers and opportunity aside, Infantino’s response glossed over the fundamental reason for his deep-seated dedication to the American market: its significant economic power in the present global landscape.
Financial Gains Drive FIFA’s US Focus
Earlier in the discussion with Cowherd, Infantino had reiterated familiar pronouncements about the magnificence of the expanded Club World Cup. This appearance was part of a broader media campaign to generate interest in the tournament, amidst growing signs of waning enthusiasm. He also openly acknowledged that FIFA “basically doubles its revenue” by hosting major events in the United States.
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Concurrently, Infantino asserted that insufficient investment is hindering the progress of American soccer. “They should heed my advice, and then they’ll become the top league globally,” he stated, seemingly in reference to Major League Soccer (MLS).
The Dichotomy of American Soccer’s Growth
This statement encapsulates the inherent tension between the expansion of domestic soccer in America and the burgeoning interest among Americans in global football.
The days when MLS seemed perpetually on the verge of financial collapse are distant. However, certain teams, typically those under long-standing ownership, continue to prioritize cost reduction. Conversely, newer investors generally show a greater inclination to invest more liberally, aiming to bridge the financial gap between MLS and wealthier leagues it aspires to rival. This internal conflict has been a persistent source of discord and is anticipated to intensify. Therefore, it’s reasonable to argue that MLS possesses the capacity, and perhaps the obligation, to increase spending.
US Market as a Revenue Source for Global Soccer
Nevertheless, it’s equally undeniable that international football has long regarded the American market as a vast source of income. FIFA, under Infantino’s leadership, is currently at the forefront of this trend for the foreseeable future.
MLS faces competition not only for television audiences with other global leagues – exacerbated by unfavorable broadcasting schedules compared to European matches – but uniquely, it must also contend with in-person attendance alternatives. The decision to stage the Club World Cup and the upcoming World Cup in the US, as Infantino openly admits, is explicitly aimed at tapping into American consumer spending. This financial incentive underpins European powerhouse clubs undertaking extensive pre-season tours in the States. It explains the numerous matches played stateside by the Mexican national team. It also rationalizes Conmebol’s decision to hold the Copa América in the US twice within eight years.
Legal Challenges and Emerging Competition
This environment also prompted Relevent Sports, an American promoter, to file an antitrust lawsuit against FIFA and US Soccer, challenging a policy restricting domestic league games to national borders. Relevent achieved its objective when FIFA agreed to abolish the policy to be removed from the legal action. Consequently, leagues like Spain’s La Liga or Italy’s Serie A, among others, could potentially stage competitive matches in close proximity to local MLS teams.
In essence, MLS will soon compete not just with pre-season exhibition games or the Club World Cup – or the established dominance of the NBA and NFL – but also with meaningful fixtures from leagues already popular with the US public. Consider whether Barcelona and Atlético Madrid would contemplate playing a potentially pivotal league match in Germany, Argentina, or Pakistan, as they attempted in Miami in December. It remains improbable.
MLS Under Pressure Amidst Global Expansion
MLS can attribute this situation to Infantino, during whose tenure any safeguards that once protected the league have been eliminated. The primary issue isn’t insufficient funding for MLS, but rather the intense competition for fan engagement it now confronts.
The American market is investing substantial sums in live soccer. However, a considerable portion of this expenditure isn’t benefiting MLS directly. This financial outflow isn’t limitless, although FIFA seems determined to ascertain the upper limit of fan willingness to pay, evidenced by exorbitant ticket prices for forthcoming major tournaments. Eventually, soccer enthusiasts will reach a ceiling regarding their spending on live matches.
Need for Strategic Measures to Support Domestic Soccer
If the objective is to foster the growth of American domestic soccer, implementing a form of soccer protectionism might be necessary – though currently, this might be perceived unfavorably. Alternatively, proactive measures are needed to ensure that a developing league isn’t perpetually battling external entities eager to exploit its market, consistently aiming to siphon off interest and extract consumer spending.
However, FIFA’s current focus has shifted from developing new markets, its former role, to maximizing the sport’s financial yield, regardless of potential detrimental side effects.