Besides Pele’s brief appearance for the New York Cosmos in the ’70s soccer has never been hotter in North America.  Fresh on the heels of the World Cup comes the news that the world’s most popular sport has managed to lure the French phenom Thierry Henry to MLS.  Next year, your Vancouver Whitecaps will be playing in front of 60,000 fans at newly remodeled BC Place.  From many metrics soccer appears to be a sport on the rise, but what gives soccer its universal appeal?  And more importantly how can you replicate soccer’s success with your business?

In order to answer this question, we compare soccer to some of the world’s other sports: baseball, football, hockey, basketball, golf, rugby, Tennis and Polo

Reason #1:  Its Easy To Understand

Here is soccer in a sentence: Kick Ball Into Net.  Sure there are offsides, out of bounds and fouls.  But if you sat down to watch a game with someone who was viewing their first match, you could sum the sport up with those 4 simple words.  There is not another sport on the planet that can stake that same claim.  Also, doesn’t hurt to have a sex symbol like Beckham as your most recognizable player…

Some could argue that Rugby is also a simple sport?  Ok, run the ball in for a try.  Sounds simple enough.  Ok, why did the Ref just blow his whistle?  Why are they huddling?  How come he is kicking it now?  I thought they just played with their hands?

Baseball seems like a simple enough game.  Hit the ball and then run to all four bases.  1o words, not bad.  Why does only one guy throw the ball?  Who hits?  What is an out?  How long is the game? What is an inning?  And the list goes on…

Simply put:  Simplicity is Soccer’s greatest strength.

Applicable Point:

Keep it simple.  When someone asks you what your business does, do you have a four word answer?  If not, you should.  ”We Sell Cars in Vancouver”, “We Provide Qualified Mortgages”, or “We Provide software for airports” are all great examples.  Your website and marketing materials should reflect the simplicity of your message as well.  The last thing you want to be is “International Solutions for Business”.  What ever your marketing message is, make sure it is easily understood.

Reason # 2: Its Easily Accessible

Soccer requires the least amount of equipment to play of any sport.  In my trips through Latin America, I have played literally with a ball of tape for a ball and a couple of rocks for posts.  Shoes are not even required.

Basketball?  You need hoops (and a ball that can bounce!) Football requires an insane amount of equipment and organization to play competitively. Hockey? Who can forget the Gold Medal Winning Game and exactly where they were when Crosby slipped the puck by Miller? Although hockey is the darling child of Canada, it is one of the most prohibitive sports in the world to play.  To begin with you need ice, which is a foreign concept to anyone living between the tropics of Capricorn and Cancer.  I would say something about Polo, but any sport that requires each participant to have an actual horse to ride is beyond the scope of the majority of the world…

Applicable Point:

Price your product so its accessible.  You probably need more than a ball of tape to survive, but consider giving away some of your knowledge/product for free in exchange for beginning a conversation with your future customers.  The freemium model works well in software, but if you are in a more traditional business there are alternatives.  If you are a plumber, “Free Drain Inspections” give you an opportunity to connect with your customers in their homes and can lead to plenty of future business.  ”Free Teeth Cleaning For New Customers” would probably fill a dentist’s appointment book for months (not to mention all the cavities that are going to need filling for $$!) When you get too busy, shut the promotion down.

Reason # 3:  Its a Team Sport

There is no question that Seth Godin is a marketing genius.  In his book ‘Tribes’ he describes how  ”For millions of years, humans have joined tribes… It’s our nature”

Tribes in the more traditional sense would organize around a common goal of securing food, providing protection or procuring shelter.  However, today’s tribes are more focused on contemporary issues like politics and sport.

In most ways, being a fan of a team sports is being part of a Tribe.  In fact the Cleveland Indians (who are nicknamed ‘The Tribe’) even have something called the ‘Tribe Fan Club’ for their most dedicated followers.  Human nature dictates that we organize into groups or  Tribes around common interests.  Individual sports do not offer this opportunity.  Sure you could cheer for Tiger on Sunday at Augusta and probably find a group of people who would

There is no question that Soccer Fans are amongst the most passionate in the game.  Many even have their own customs, songs and rituals that are showcased on match day.  These are Tribes with a common bond that goes deeper than the 11 men on the field, for many fans Soccer is a religion.

And that is just at the professional level, remember the World Cup in South Africa when National Pride was at stake!

golf, tennis

The flame out of individuals.

Applicable Point:

Create your own Tribe.  Do you have a group of dedicated customers?  People who are always interested to see what your next product offering is?  I know what you are thinking… “I am a dentist, plumber or painter.  My customers don’t really care all that much about my services except that they are performed well and at a reasonable price”.  Its time to get outside of that box. If you don’t already have a tribe, now is the time to make one.

If you are a dentist, create the “Whitest Smile” Club and post pictures up on your wall at the office.  Those customers will be more engaged and you will be showcasing your services to everyone that walks in the door.  As a plumber, you could run a bi-monthly 101 class with some of your regular customers.  The only cost is every current customer has to bring a friend.  Painters, could

Are there other reasons you think Soccer is the world’s sport?  Or do you disagree with something that I wrote?  Holler out in the comments below!

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