Would Obama's election make soccer a major league American sport?
Since he closed up Revolution Studios, Joe Roth has kept his hand in the movie business -- he's got projects at Sony, Fox and Disney, where he's producing Tim Burton's upcoming "Alice in Wonderland." But he's spending most of his time with his new love, commuting up to Seattle, where he's the majority owner of the Seattle Sounders FC, the new Major League Soccer expansion team that begins play next spring. A lifelong sports junkie -- he spent years coaching his son's soccer team, has courtside Lakers seats and knows more obscure baseball stats than Bill James -- Roth has discovered that soccer is a great laboratory to test out both Internet community-based marketing and Hollywood-style glitz.
But when we had lunch the other day, Roth also made the tantalizing case that the new popularity of soccer in America has a lot in common with the groundswell of support for Barack Obama's presidential campaign. Roth is not a neutral political observer. It was Roth, along with David Geffen, Jeffrey Katzenberg and Steven Spielberg, who organized Obama's first major Hollywood fundraiser early last year, back when Obama was 20 points behind Hillary Clinton in the polls. Roth sees soccer as appealing to the same fast-growing demographic groups that have been at the center of Obama's campaign.
"If you took a map of America where Obama is strongest and laid it over a map of where soccer has its biggest appeal, you'd see an incredible overlap," he told me. "The blue states on both coasts are very soccer-friendly as well as huge areas of support for Obama, where as the center of the country is full of people who are the enemies of soccer and Obama -- white, 50-and-over guys who listen to talk radio and only care about football or basketball."
Before he bought the Sounders, whose minority owners include comedian Drew Carey, Microsoft co-founder Paul Allen and Adrian Hanauer (who owned Seattle's minor league soccer franchise), Roth did a lot of homework into soccer's key areas of demographic appeal. "The way America is changing in its ethnicity -- becoming more Latino and African American -- is going to make soccer a major sport in the same way those ethnic shifts are helping Obama. Soccer's fastest growth is in liberal, better-educated cities, places like Seattle, Portland, Boston, Vancouver, Montreal and Los Angeles. All you have to do is look at the MLS crowds -- they're young, they're noisy and they're not that different from the youthful spirit you'd see at an Obama rally."
If Obama wins on Tuesday, election analysts will give much of the credit not just to the candidate, but to his enormously effective political machine, which has used the Internet to boost fundraising and create a loyal, engaged community of potential voters. Roth has been using similar techniques to launch his soccer club, which has already set an MLS record by pre-selling more than 17,000 season tickets. What has he learned about the impact of the Facebook-style spirit of the Internet that will transform the way soccer fans interact at Sounders games? Keep reading:








