Rome, Berlin, Vienna … Montreal?
Considering the abundance of prominent global soccer destinations, teeming with dominant teams, attracting esteemed players to the sport proves challenging, especially in North America for MLS’ smaller markets in the United States and Canada.
Across the league, a clear advantage exists for metropolitan areas such as Atlanta, Dallas, and Seattle when it comes to acquiring notable figures such as Javier Hernández, Robbie Keane, and Clint Dempsey. Historically, teams from these major areas have encountered little difficulty in persuading celebrated stars to wear their colors.
But what about the rest of the teams? Inquiries around the league indicate that on-field dynamics are the most crucial factors for clubs in smaller markets regarding their persuasive efforts. Relocation is no simple matter, even for elite athletes, who want reassurance that their adaptation to a new environment will be successful.
In the Canadian region, the Impact made waves recently by convincing AC Milan legend Andrea Pirlo to relocate to Montreal. According to Impact technical director Olivier Renard, in a recent discussion, “More than 75%” of the conversation with the World Cup winner concentrated on “playing style, his potential role, our planned adjustments, and strategies to maximize his contributions and performance.”
Of course, this represents only a fraction of the comprehensive efforts made by these clubs. Additional considerations such as a city’s cultural scene, climate, training facilities, and personal branding further influence the decision-making process before a soccer icon commits to joining your local MLS squad.
– How LA Galaxy signed Giovani dos Santos, fit him in MLS roster rules
– Understanding MLS’ Allocation Ranking: What specific steps did Pirlo take to get to Montreal?
– The rise of Yoshimar Yotún, who now looks destined for MLS, Chicago Fire
In pursuit of the next Pirlo, what do these discussions encompass? Through dialogue with a selection of individuals connected to MLS, let’s examine the persuasive approaches adopted by clubs in smaller-to-mid-sized markets.
‘Golden sunlit skies’
Renard insisted that Pirlo was first and foremost persuaded by the sporting initiative put forth by the Impact, underscoring the significance of a “40-minute exclusively tactical soccer discussion” with the club’s manager. However, the team’s scenic context also plays a role, particularly for other potential acquisitions.
“We represent Montreal, known for its mountains and proximity to lakes,” the sporting director highlighted. “We frequently advise: conduct your own research, consult reputable rankings of the world’s most desirable cities … Montreal is invariably featured.”
Along the coast in Southern California, similar discussions happen at expansion club Los Angeles FC, that possesses a recently constructed $120 million practice center nestled in an idyllic southern California valley adorned with palm trees.
“Observing the expressions of players upon arrival, even [Uruguay national team member] Diego [Rossi], illustrates the allure, correct? Diego had spent time at Fiorentina, yet the availability of golden sunlit skies and surrounding mountains holds a certain appeal,” sporting director John Thorrington said regarding the club’s captivating amenities. “Moreover, we boast remarkable fields.”
Aside from the sporting project of the league’s newest team — which is currently positioned near the top of the Western Conference table — the geographic proximity of the club was also critical for onboarding a prominent figure like Rossi from a soccer journey that spanned the Atlantic.
“Our proximity to South America is beneficial,” said Thorrington. “It was significant for him and his family to be closer to home following a prolonged period in Europe.”
For Brian Rodriguez, another Designated Player known for his outstanding offensive output, common ground was established through connections with existing Uruguayan players within LAFC, in addition to understanding the club’s compatibility with sister Uruguayan club CA Peñarol.
Unlike in Europe, the winger could relax without the pressure of perfection.
“Brian was with Penarol, where a single loss could disrupt one’s social life due to fervent fan engagement,” Thorrington explained. “While our supporters share that passion, American culture offers a slight variance. I believe he appreciates the balance in being able to lead a fuller life, where his family feels secure and comfortable.”
“Does he receive recognition? Certainly. Both he and Diego experience that … [but] these individuals find it easier to maintain a more conventional lifestyle.”
And should these players wish to visit Europe for a quick escape? Teams located along the East Coast, for example, New England Revolution in Massachusetts, can effortlessly organize convenient trips to their European roots.
“They often marvel at the size of [Boston’s] airport, facilitating direct flights to destinations such as London, Paris, Milan and Madrid,” Revolution general manager Curt Onalfo told ESPN regarding the American Airlines hub. “This convenience proves highly beneficial.”
From the Bernabéu to (almost) the Gateway to the West
Following an illustrious two-decade stint with top European clubs, four-time Ballon d’Or winner and all-time leading La Liga goal scorer Lionel Messi nearly joined the “City of Fountains” in 2022.
“The Messi saga stood alone in its magnitude,” stated former Sporting Kansas City manager Peter Vermes. Besides contractual discussions, lifestyle considerations in Kansas City, conversations regarding play style, and club infrastructure, they also explored “potential jersey sales and prospective sponsorship agreements.”
For iconic figures like these, their careers encompass so much more than just soccer, and in the case of Messi, he is among the most followed personalities on Instagram, known for endorsing everything from sportswear to premium beverages.
“David Beckham offers a valuable comparison. From my understanding, David Beckham’s move to America was motivated by a desire to build his North American brand. His long-term marketability beyond his playing career was a central factor,” Vermes stated.
Achieving that objective in Los Angeles is straightforward, but attempting the same in Kansas City presents a different set of challenges. Nevertheless, because of team travel for away games, Vermes emphasized the opportunities for potential players to experience desirable cities while benefiting from a small-town atmosphere in Kansas City.
“Life outside soccer is pleasant here, as people generally respect your privacy and time when you’re out in the community. It’s a big city with a small-town feel,” the former coach elaborated. “We often play on Saturdays, allowing players to stay in the destination city for Sunday, as we have Monday off. This enables family visits … without the need to reside in the city and endure traffic.”
A sales pitch was given to Messi that addressed both on-field and off-field elements. After two introductory discussions, “probably another three followed,” with “considerable involvement from multiple parties.”
Ultimately, a deal for the Argentina international fell through. Instead of coming to MLS, the forward signed with Ligue 1 side Paris Saint-Germain, where he continued to compete until recently.
Vermes noted that the soccer side of the pitch was easier to sell, whereas the off-field aspects presented hurdles considering “many players prefer New York or California … including Miami.”
Training Spaces and Career Longevity
In a job search, an appealing office space and work environment are always beneficial. Although not quite on the same goal-scoring level as Messi, Dom Dwyer — Sporting KC’s Golden Boot winner in 2014 and MLS All-Star — was rapidly convinced by the club’s resources.
“He admired our competitive spirit and was impressed by the facilities,” Vermes stated regarding the former England international. “The [training facility] had just been inaugurated in ’18 … he was thrilled about that.”
Kansas City is not alone when it comes to modern infrastructure. San Diego’s Heaps, who previously served as an analyst for the U.S. Soccer Federation, admired the quality of training centers throughout the league.
“During my time with the national team, I had the opportunity to see the majority of facilities in MLS. From my experience working in Europe, I can confidently say that these are state of the art, which is a significant attraction for players. They enjoy the chance to work in these conditions every day,” Heaps stated.
“Having everything needed to perform well and extend one’s career is a major advantage, particularly for Designated Players who earn substantial incomes.”
There is something to be said about preserving those playing years.
While MLS attempts to remove its label as a “retirement league” for aging stars, there are obvious reasons why many clubs continue to pursue veterans capable of positively impacting both the game and the culture. Although Vancouver has artificial turf at BC Place, which remains a controversial topic in soccer because of potential player injury, the level of soccer remains better than people realize.
“He was positively impressed with the standard,” Charlotte’s Krneta stated about star player Karol Swiderski being exposed to the league. “He thought the MLS was impressive. Certainly superior to what he expected.”
Vancouver’s Schuster echoed that statement.
“MLS has shown exceptional growth over the last 10 years, and especially since I came five-and-a-half years ago. Now players like Thomas [Müller], Son [Heung-Min], Messi, and [Emil] Forsberg view our league as a great place to play at a competitive level while lengthening their careers. That represents a significant change, as Thomas sought a place where he could still compete,” the sporting director explained.
Concentration on the Beautiful Game
Ultimately, the on-field performance is critical. Despite the Canadian scenery’s undeniable allure, Schuster aims to maintain player focus.
“If someone is simply here to enjoy Vancouver, regarded as one of the finest cities globally, this might signify the start of a leisurely transition from their career into a world tour lifestyle. This is not our objective, nor Thomas’s,” he clarified.
Schuster readily acknowledged that the recent advances made by the Whitecaps, resulting in an appearance in this year’s Concacaf Champions Cup final, a strong position in the Western Conference, and an entertaining style of play, were crucial to convincing Müller to sign his latest contract.
“He conducted thorough research,” the Whitecaps executive revealed. “Vancouver wouldn’t have been his choice two or three years ago.”
San Diego, placed just above them in the Western Conference, holds similar views about a sporting approach that attracts game-changers.
“Our playing style weighed heavily into our recruitment efforts. We aim to showcase an attractive style that generates goals… We conveyed this to both [Lozano and Dreyer], and we’ve validated that through our performances,” Heaps mentioned.
“Playing an engaging style, characterized by an attacking mindset, also favors them, given the bonus structure in their contracts contingent upon achievements such as All-Star selections, Newcomer of the Year awards, or MVP titles.”
It’s also important to remember that these transactions are two-way streets.
Müller is potentially the last piece to Vancouver, following their 5-0 thrashing by Liga MX’s Cruz Azul during the Concacaf Champions Cup final in June, and their close defeat to LAFC during the first round of last year’s MLS Cup playoffs.
“You could become the final piece,” Schuster remembers while chatting with the German attacking midfielder. “To achieve more and compete for more.”
These transfers, from and to the top global clubs, increase MLS’s global exposure. As the league focuses on crucial growth, non-major markets will play a key role in supporting MLS’s progress.
While some North American soccer locations may not compare to London, Paris, or Madrid, they are slowly improving.
“Let’s acknowledge that Charlotte may not be familiar to those in Europe,” Krneta remarked. “But players are recognizing its potential.”
