Garber Era gains momentum with team and league shakeups
Not since the Cosmos rocked New York with one blockbuster signing after another in the mid-1970s has so much change shaken American soccer so quickly.
A new general manager for the MetroStars and two major changes in the league offices marked the first few days of 2000. A great hue and cry had arisen over whether or not 2K truly represented a new millennium; in future years, should this league survive, fans and historians will regard September 1999 as a rebirth.
That’s when the Don Garber Era began. It is gathering momentum, and speed up it must. His contract lasts three years, which is about the time when the financial commitment of his bosses runs dry.
Having buffed the chrome of MLS, Garber has begun to overhaul the vehicle. Dropping the shootout and revamping clock management comforted the disgruntled, but the new leader knew the troubles lay far deeper than most fans could ever surmise.
Only time can tell if this oil-burner is moving in the right direction, but it is indeed moving frighteningly fast. The bold commissioner, 42, is putting his faith and the health of the league into the hands of executives slightly younger than himself.
Changes at Empire SC. Charlie Stillitano lost his beloved Metros to hotshot Nick Sakiewicz, who leaves Tampa Bay after a three-year stint. As reported in the Dec. 27 issue of Soccer America, a position within the league office for Stillitano was discussed, but instead he will move laterally within the empire ù as in the Empire Soccer Club, the Metromedia subsidiary that runs the Metros ù of operator-investor Stuart Subotnick.
“I would not have made this move without the long-term vision and commitment of Stuart Subotnick,” said Sakiewicz, a native of Passaic, N.J. “I grew up five miles away from [Giants Stadium], I know the local fan base. One of the first things we have to do is reconnect with the fans, and the best way to do that is to put out a competitive, winning team that plays attractive football. That’s something the fans haven’t had for several years.
“I know I face a major job in rebuilding that front office, which frankly has under-achieved.”
Not all of the Metros’ decay can be blamed on Stillitano, whose contacts, charm and enthusiasm could serve the market well if properly channeled. But his persecution complex toward the league office and cronyism have eaten away at the organization, leaving only a facade.
The moves are critical, necessary and long overdue. The rotting stench emanating from the MetroStars has permeated the league and fouled its image.
“I don’t think its any secret that for this league to succeed, we have to do well in New York, we have to do well in L.A.,” said Columbus GM Jamey Rootes, who will leave MLS at the end of January to join the Houston NFL franchise.
Garber and Rootes had long discussions during the week of MLS Cup ’99, but the Crew GM says the New York job was not offered to him. “By that time, I was pretty far along in my discussions with the NFL,” he said.
Modest gains in attendance and sponsorships have been logged by Sakiewicz in Tampa, yet the 1999 increases are largely because of a new stadium. Fans flock to new facilities regardless, and Sakiewicz’s successor will grapple with a constituency that has already seen the pirate ship at Raymond James Stadium.
Several MLS teams have adopted the “Kicks for Kids” program Sakiewicz launched to boost youth ticket sales. Results are mixed, yet the praise persists. Last year, season ticket sales increased 56 percent, and local sponsorship revenue went up 34 percent.
Garber likes his gumption, and so does D.C. United general manager Kevin Payne.
“He’ll bring a great deal of energy to the task, and he’s relentless,” said Payne. “He also understands the game and knows the quality of the product on the field is a vital part of the sales process.”
Bernstein says Yahoo! The other major move concerns MLS salesman supreme Randy Bernstein, who said Yahoo! to an offer from that Internet giant.
U.S. Soccer chief marketing officer Mark Noonan left Soccer House for Manhattan to fill a position created by Garber as czar of MLS marketing. Senior VP of marketing and broadcast sales Paul Phipps will assume many of Bernstein’s responsibilities.
“Randy’s departure allows us to rebuild our marketing focus for the future,” said Garber, who has also added a staff member to assist in Hispanic marketing and has conducted lengthy discussions with Spanish-language broadcaster Telemundo that could end the league’s partnership with Univision.
As many as seven new positions could be created by the time Garber completes his initial marketing overhaul, which could require the league to rent additional office space on another floor in its building.
Bernstein’s superb selling skills fueled a Caesar complex of marketing omnipotence.
He has defended his department’s marketing performance. The data indicates poor results. Spotty implementation of programs at the team level and benign national campaigns have plagued MLS since its inception.
Attendances last season did not increase from 1998. TV ratings on ESPN2 showed gains, but still the raw numbers ù less than 350,000 households on average ù are close to negligible.
League founder Alan Rothenberg brought Bernstein along from the World Cup 1994 organizing committee. His zeal supplied more than $100 million in sponsorship packages, but he lacked follow-through.
He may or may not have kept his place in the Garber regime, since so ingrained were his philosophies that many of Garber’s moves would have been blocked. It is significant he will assume a vice president position of sales and promotions ù not marketing ù for Yahoo!
Garber regards Noonan as a talented executive who was suffocated by U.S. Soccer’s marketing partnership with IMG.
News faces and new ideas. Without significant strides in 2000, prospective expansion groups may balk. Garber has already hinted he is not locked into expansion for 2001, and he knows well another stagnant season could condemn MLS to failure, for without growth, there’s little impetus to add teams or build stadiums.
If no more teams or stadiums are added by 2002, or commitments made to expand and/or build by 2003 at the latest, the existing money men will bail and prospective new investors will balk.
Garber will present a strategic marketing plan to the MLS board of governors in February or March, and new ideas as well as new faces are desperately needed. Four of 12 teams have changed GMs in the past year, and the shakeup at the league office is accelerating.
A different approach to player distribution will alter the product on the field. A revamped divisional alignment and playoff structure should sharpen the edge in regular-season games.
None of the above will mean much unless acumen and sweat come to bear. The league nexus is in New York, which is also ground zero for the shakers that are changing the landscape of MLS.
by Soccer America senior editor Ridge Mahoney