By: Kevin Saad ( @KevinSaad93)





You’ve heard about it by now- the USA has a chance of advancing to the knockout round, even after a gut wrenching draw against a lackluster Portugal. A spot in the knockout round would be awesome, but the Yanks have still turned heads over the past few weeks and crushed previous television viewership numbers for soccer in America. Credit needs to be given to the folks over at US Soccer for some solid marketing and branding techniques to give this team an identity that made the casual sports fans in this country take notice of the drama taking place in Brazil. Here are just a few of the tactics that have successfully given the US Men’s National Team an identity:

Excitement and Drama : This is the main commandment of sports sales- if you win, the sales will come. No matter what other factors come into play, if your team is putting on a good product night after night, the masses will begin to take notice and a fan base will begin to form. And after two games in Brazil, you cannot deny that the USA has given you something to be excited about. You can say many things about this team in the past (lacks skill, not much attacking prowess, etc.) but they always seem keep games close and interesting. They continually fight hard when their backs are against the wall (Slovenia and Algeria in 2010) and they are certain to take years off of your life as we saw against Portugal on Sunday. These dramatic games make for phenomenal television packed into a 2 hour time span so you can still get your thrills but still have time for other activities throughout the day. This energy has been palpable throughout the country the past couple of weeks and has given the average American a shot of patriotic espresso during an awkward gap in the United States’ sporting calendar year.

Influence from Celebrities and Famous Athletes : Let’s face it: the average American is a follower who is led by the opinion of the general mainstream media. Jim from Ohio hasn’t watched a soccer game likely since the last World Cup and won’t pay attention unless ESPN shows the sport some love. This is where the idea of influence becomes so powerful. If Jim sees Aaron Rodgers and Jimmy Fallon tweeting and paying attention to the USA-Ghana game, he's definitely more likely to tune in. Most people in this country want to feel like they fit in and the mainstream media has begun to accept soccer more over the past ten years. As the acceptance grows, the idea of being that guy who makes the typical “soccer is so boring” joke seems less and less cool. It’s like being the resident LeBron hater in 2014. It’s just not funny anymore. The act is old and tired. Jim from Ohio can’t really identify with Alejandro Bedoya, but he’s familiar with Cam Newton, who participated in a SportsCenter USA ad to support the team. It’s all about familiarity and using pop culture influence to sway people toward the team. US Soccer has done wonders in this area by getting cameos from familiar faces (Whoopi Goldberg, Jon Hamm, Ice Cube) to bridge the gap of familiarity to the average American.

The Chant (I Believe That We Will Win) : We all know that guy. The one who always breaks out the cliché U-S-A chant. Well, now we have a new one to add to the list. The “I Believe That We Will Win” chant started out at the Naval Academy Prep School in 1998 as a basic idea from a student as a battle cry for his platoon. It was a hit and eventually, a few MLS supporter groups began to pick up the chant, which became a mainstay around stadiums in MLS. ESPN then decided to use a clip of the American Outlaws in a pre-World Cup ad performing the chant during the USA-Mexico World Cup Qualifying game and the rest is history (See the ad here- http://www.youtube.com/watch?v=2uEpcfonkt4 ). The chant has caught on like wildfire and at this point, you will always associate the chant with the Men’s National Team. It sounds deafening inside the stadium and has given the average fan an alternative to the usual U-S-A chant

The Jerseys : One of the unique aspects about soccer is the lifestyle factor of the apparel. A soccer jersey can be worn casually and can be pulled off nicely during the summer months. This look is much tougher with a hockey, football, or baseball jersey. Even basketball jerseys don’t look great on anyone over 23. But the comfy, stylish, and lightweight material of the soccer jersey makes it way more appealing to the average person because of the functional possibilities. Nike, Adidas, and Puma are the major brands that sponsor most World Cup participants and they usually do a great job with the jerseys. Nike has outfitted the USA since the 1998 World Cup and has put out some classic designs. However, they might have their biggest hit on their hands this year. The white home shirt is very simple, minimalist look with a basic collar on a jersey with buttons and red trim. Perfect for the older crowd who prefers a toned down look. The away shirt is where Nike really makes it happen. The only way to describe the jersey is when Dri-Fit meets Captain America.The jersey was debuted with a swift marketing campaign from Nike and US Soccer that included the likes of Andrew Luck, Spike Lee, and Diplo. The firecracker jersey has been a hit and fans have eaten up the extremely patriotic design. I have seen numerous people wearing the firecracker jersey in public and it immediately sparks a conversation. It identifies you as a US Soccer fan without saying a word and gives off a stylish vibe at the same time.

One Nation, One Team : The main marketing campaign that US Soccer went with was simple: One Nation, One Team (#1N1T on Twitter, Facebook, and Instagram). The idea of unity is a common one in the sport of soccer, where the success of the entire is put before the praise of individual performance. In my opinion, this slogan lost some credibility during the whole Donovan saga and how so many members of the media, players, and fans seemed divided over Jürgen’s decision. However, the team has responded with admirable effort so far and going into the Germany match, no one is still dwelling on the Klinsmann decision as his young guns have stepped up so far. Therefore, the slogan has gained strength back and gives across a simple, specific message. In a country obsessed with being right and built upon the idea of having people take sides (political parties, ESPN First Take, etc.), it’s refreshing to see people of all walks of life pack bars and watch parties for the same cause. Whether you’re a stay-at-home parent, accountant, cashier, or even out of a job, it’s nice to see that Americans now have an escape every 4 years from their usual lifestyle so they can support One Nation, One Team.





The drama will be dished out in heavy doses on Thursday and who knows when the USA’s run in Brazil will end. Regardless, US Soccer has already won with their effective marketing and branding of the Men’s National Team. Even if the popularity of this tournament doesn’t transition to Major League Soccer and everyday soccer conversation in America, an identity and culture for the USMNT to the average American sports fan has been born.







Agree or disagree with Kevin? Leave a comment below the link.

Be sure to follow Kevin on Twitter ( @KevinSaad93 ) and tune into his radio show, The Beef, on St. Joseph's University Radio in the fall.

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