Paris, London, Madrid… Vancouver?
While cities known for their soccer heritage are plentiful, attracting star players to teams in North America is a formidable challenge, especially considering the relatively small market of MLS in the US and Canada.
Franchises in metropolitan areas like Miami, New York, and Los Angeles have distinct advantages in luring marquee players, like Lionel Messi, Thierry Henry, and David Beckham. Historically and even in the future, these key cities find it easier to convince top talent to don their jerseys.
But what about teams in smaller markets? Discussions around the league indicate that while performance on the field is crucial, marketing and the sales pitch take precedence for clubs in less prominent areas. For star athletes, transitioning teams involves considering their new environment to ensure a smooth adjustment.
For instance, the Vancouver Whitecaps made headlines recently by securing Bayern Munich star Thomas Muller. According to Whitecaps’ sports director Axel Schuster, a significant portion of their dialogue was focused on “playing style, positioning, and how he can best contribute and perform,” as noted in a recent ESPN interview.
This aspect is just one part of the equation—behind the scenes, factors like urban living, climate, training facilities, and personal branding also weigh heavily before football icons commit to joining an MLS squad.
– How Inter Miami secured DePaul and adapted him to MLS roster regulations
– An overview of MLS Discovery Rights: What extra steps were taken for Muller’s move to Vancouver?
– The legacy of his son, Hyunmin, who is currently en route to MLS with LAFC
What does the road ahead for Muller and other potential transfers look like? Let’s delve deeper into the recruitment strategies of mid- to small-market teams by speaking with figures from MLS and its community.
“Sunny Blue Sky”
Initially, Schuster emphasized that Muller was drawn chiefly to the Whitecaps’ ambitious project, highlighting that their discussions were primarily centered around “tactical football.” Yet, the city’s beautiful surroundings hold appeal, particularly when attracting additional signings.
“We’re Vancouver, with mountains and Pacific beaches,” he remarked. “We always say, don’t take our word for it; check online for the top ten livable cities in the world… and Vancouver consistently appears.”
Farther down from California, San Diego FC has a similar strategy. Their new $150 million training facility, positioned amid palm trees in a lush Southern California valley, also plays a central role in recruitment.
“Whenever a player comes here, they see the experience. Heiling is successful in Eindhoven, but here you have a clear blue sky, along with exceptional training pitches,” Heap mentioned.
In addition to attractive sports programs, San Diego’s geographic closeness to Mexico significantly aids in enticing high-profile players like Lozano, allowing him and his family to return home more easily after years in Europe.
For Anders Drayer, another designated player and one of the league’s top offensive performers, having connections with other Danish players already in San Diego was a crucial factor in his decision to come aboard.
Unlike in Europe, where players may face harsh scrutiny after a poor performance, the American cultural environment offers relief.
“Anders was at Underrect, where losing a game means you can’t go out that night,” Heap commented. “Here, you can maintain your lifestyle.”
What if players wished for a brief trip back to Europe? Teams like Charlotte FC in North Carolina make such journeys manageable.
“They’re often surprised by the size of the Charlotte airport, with direct flights to London, Paris, Milan, and Madrid,” said Charlotte’s General Manager, Zoran Krneta, explaining how being a hub aids recruitment.
From Old Trafford to (almost) Center America
After a notable two-year stint with European giants, Cristiano Ronaldo hinted at a move to Paris in 2023.
“It was obviously Ronaldo; he is in a league of his own,” shared former Sporting Kansas City coach Peter Vermes. Discussions included a mix of contract negotiations, the Kansas lifestyle, playing style, club infrastructure, and merchandise sales.
Ronaldo’s immense brand significance leads to discussions about sponsorships and marketing potential.
“David Beckham is a prime example. He came to America, and during that time, much was centered around building his North American brand,” Vermes noted, emphasizing the importance of brand image beyond playing years.
While Los Angeles has its advantages, pitching similar concepts in Kansas City isn’t straightforward. However, Vermes believes these discussions allow players to explore new cities while enjoying a more manageable lifestyle.
“People are respectful of your personal time and community, leading to a fulfilling life outside of football. KC is a big small city,” he explained, noting scheduling flexibility that allows players to balance work and family time.
Though initial discussions with Ronaldo took off, no contract materialized, leading him to join Saudi Arabia’s Al Nassr instead. While the pitch for talent on the field is relatively easy, off-field aspects remain complex, as many desire to be in flashier cities like New York or California.
Training Facilities and Long-Term Careers
Searching for new clubs inevitably involves considering training environments and their impacts. While not on Ronaldo’s level, KC’s Offensive Player of the Year in 2020 quickly made a mark after joining, appreciating the competitive atmosphere and modern training facilities opened in 2018.
Kansas City is not an outlier in this regard; San Diego’s Heap praises the numerous facilities across the nation. “My time with the national team allowed me to see many MLS venues. Players often find that working conditions here are as top-notch as those in Europe.”
“We strive to ensure that every potential resource for extending their careers is available to them,” he added, especially for designated players earning substantial salaries.
The reputation of MLS as a “retirement league” for older players still lingers; however, there’s no doubt as to why clubs can effectively attract veterans who keep making an impact on the pitch. For example, Vancouver’s BC Place features state-of-the-art artificial turf, which some regard as posing risks, yet perceptions of play quality on those fields are often more favorable than anticipated.
“He was surprised at the level of play,” noted Krneta regarding marquee player Wilfried Zaha’s opinion of the league. “He thought MLS wasn’t up to par, and he discovered it’s much better than he imagined.”
Schuster in Vancouver agrees with this sentiment, pointing to the rapid growth of the league and recent signings like Thomas Muller, Hyunmin, Messi, and others, indicating a positive shift in the competitive landscape. “Thomas wanted a venue where he could genuinely compete,” he remarked.
Focus on Soccer
Ultimately, it’s about performance. In Vancouver, the beautiful scenery should not distract from the players’ objectives, as Schuster emphasizes.
“If someone arrives solely to enjoy Vancouver, one of the world’s most beautiful cities, that might shift focus from their football career,” he stated. “This isn’t the goal for us or for Thomas.”
Schuster believes that the upward trajectory of the Whitecaps, moving toward success in the CONCACAF Champions Cup and holding a strong standing in the Western Conference, was paramount in facilitating Muller’s recent contract.
“He genuinely did his homework,” revealed Schuster. “Two to three years ago, he probably would not have considered Vancouver.”
San Diego echoes a similar approach, focusing on recruiting in a manner that brings transformative talent to the forefront of the Western Conference.
“The play style is critical when trying to attract these players. We aim to showcase an attractive game focused on scoring,” Heap stated, affirming that this aligns with the players’ performance incentives, including All-Star selections and MVP awards.
It’s essential to recognize these transactions as mutually beneficial. Muller is the key piece that could help Vancouver rebound from last year’s CONCACAF Champions Cup defeat and intense playoff exit.
“He could be the final puzzle piece,” Schuster suggested, discussing Muller’s potential contributions to enhancing the team’s competitive edge.
Such moves significantly raise MLS’s profile and help foster the league’s evolution by bridging gaps with clubs worldwide. While cities across North America may not rival London, Paris, or Madrid, there’s a prospect that they may achieve comparable acclaim given time.
“Let’s be real; Europeans may not know much about Charlotte,” Krneta remarked. “But that’s changing as players learn more about these emerging cities.”
Fan Take: This narrative highlights the evolving landscape of soccer in North America, showing that even smaller markets like Vancouver and San Diego can attract top-tier talent. As these clubs succeed in signing renowned players, it not only elevates their status but also enhances the overall quality and visibility of the MLS, which is crucial for the sport’s growth in the region.
