Washington Week: Student Voices (O)

World Cup begins, expected to attract U.S. attention
By Simon Provan
Daily Texan (U. Texas)
06/07/2006

(U-WIRE) AUSTIN, Texas — The world's most-watched sporting event kicks off this Friday as Germany hosts Costa Rica in Munich (10:55 a.m. CT on ESPN2) in the opening game of the 2006 FIFA World Cup.

As the world's game continues to grow in popularity in the United States, this year's run to the World Cup has seen an unprecedented amount of American media focusing on the U.S. Men's national team.

In Cary, N.C., more than 40 media outlets attended the team's pre-World Cup camp, doubling the number from 2002.

ESPN, where SportsCenter anchors in years past have vocalized their dislike for soccer, has been running commercials for the World Cup during NBA playoff games, several NCAA championships and other prime-time programs. One set of commercials is underscored by Irish rock-band U2 while the voices of Bono and The Edge are heard over images of passionate fans cheering on their teams. The other set of commercials includes highlights of national teams from past World Cups.

SportsCenter also kicked into high-gear with World Cup fever, having run several "All Access" segments centered on the American team. During these segments, viewers were able to see players in their down time, the heartbreak of defender Corey Gibbs learning his injury will keep him out of the Cup, post-game reactions and slices of manager Bruce Arena's pre-game speeches, which usually ended with, "Never forget, you're playing for the greatest country in the world."

SportsCenter also had Arena on in May, broadcasting live the naming of his World Cup roster.

ESPN2's morning show, Cold Pizza, also joined in on the action, interviewing team members Landon Donovan, Pablo Mastroeni and Clint Dempsey.

The only unfortunate move that ESPN has made is hiring play-by-play man Dave O'Brien, sending him to Germany as part of its premier broadcast team. O'Brien's lack of soccer knowledge has made for mundane calls and several blunders on the few U.S. games he has worked this year. For example, in one game he repeatedly called out, "Jason Wolff with the ball." That would be Josh Wolff, who has been playing with the team since 1999.

Until now, O'Brien had no experience with soccer, having been the voice of the Florida Marlins from 1993-2001 and an ESPN commentator for Major League Baseball and the NBA. It seems odd that ESPN, after making such a big commercial push for this year's World Cup and spending more than $100 million for the next two World Cups, would name someone with no soccer experience to its first team of commentators.

O'Brien's counterpart, game-analyst and World Cup veteran Marcelo Balboa, deserves a partner in the booth that compliments his skillful observation of the game.

Nevertheless, the other broadcast teams ESPN is sending to Germany are well up to the task, being JP Dellacamera and John Harkes, and Rob Stone and Robin Fraser. ESPN has also done well with its World Cup studio team, placing former U.S. players Alexi Lalas and Eric Wynalda with Women's World Cup veteran Julie Foudy.

Beyond ESPN, several players have appeared on top shows such as Good Morning America, Best Damn Sports Show Period!, Jimmy Kimmel Live and NBC Nightly News with Brian Williams. ABC also aired two one-hour episodes centered on U.S. soccer, "American Soccer's 10 Greatest Moments" and "The Drive to Germany."

Gatorade has been running an inspirational commercial featuring the U.S. team. The spot shows actual footage of the U.S. in hostile environments during World Cup qualifying games, and wraps up with goals by the U.S. squad. The commercial is underscored by "Take Me Out to the Ballgame" and ends with the quote, "It's a whole new ballgame."

Nike has stepped up its efforts in bringing the excitement of soccer to the everyday American sports fan with a series of commercials dubbed "Joga Bonito." The spokesman, former Manchester United hothead Eric Cantona, declares in one spot, "America, the world no longer looks forward to playing you."

American soccer fans are living in a time that many have only dreamed of. The media blitz for 2006 is directly linked to Team USA's surprising quarterfinal finish in 2002. While the U.S. is in a group that will make matching its 2002 finish difficult, doing so should ensure an even greater amount of media coverage come 2010. Ultimately, many American soccer fans would like to see some of this media blitz transfer to Major League Soccer. Next season, ESPN and Univision will pay MLS a rights fee to broadcast its games, a first for any American soccer league. Perhaps the next step is not that far off.

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