2021 CONCACAF GOLD CUP PREVIEW

A CREW,A BRAND,

“AFTER CLEVELAND BROWNS OWNER JIMMY HASLAM PURCHASED THE SIDE, RELATIONS SEEMED TO BE HEALING.”

This seems to be the general thought process of every befuddled Columbus Crew soccer fan when the club in April announced another rebranding. While former US Men’s National Team forward/ current ESPN pundit Taylor Twellman’s words were meant to point out the problems of the USMNT, they have certainly been applied to other curious decisions made by those in power in the soccer world. The Crew’s rebranding then re-rebranding is just the latest example of the battle between soccer marketing/branding and soccer traditionalists. So why is there a divide between the two concepts? On the periphery it would appear that the two would have a lot in common. Both parties want their clubs to succeed, to win titles, to be good representatives of the community, and ultimately have a good product that more people will want to see live and wear their items. That seemed to initially be the relationship between the Columbus Crew ownership and supporters. After former owner Anthony Precourt and Major League Soccer attempted move to Austin failed and Cleveland Browns owner Jimmy Haslam purchased the side, relations seemed to be healing. The #SavetheCrew movement established by the supporters had completed their goal and gave the club new life. Despite COVID-19, the side flourished last season winning MLS Cup in front of their fans. All seemed to be right in Columbus. But behind the scenes, Crew management were planning a rebrand. According to The Athletic’s Sam Stjeskal club officials conducted a three phase approach to go over the rebranding. The first meeting was with a 2,500 person focus group; the second meeting was with Crew fans; the third meeting was with the board of the Nordecke, the Crew’s supporters group. By the time the third meeting had taken place the club had already decided to make the move. The rebrand was met with the exact reaction that one would expect. While the designs of the new logo were meant with humor from those in soccer circles, the changing of the team name from ‘Columbus Crew’ to ‘Columbus SC’ did not go over well. Nor did the three phase decision making process, cutting the Nordecke who had 18 months prior saved the club. The optics of changing the name of the reigning MLS Cup champion during the season also didn’t work in the club or the league’s favor. This isn’t the first time that an MLS side has faced backlash for a rebrand. This winter, supporters of the now CF Montreal voiced their displeasurement over the team switching from the Montreal Impact, a name that the side had used since the 1990s. MLS’ soft requirement that all teams include an FC or SC branding

A BRAND,A SCAR BY: SEAN MASLIN

has also been a point of contention for years. It is a strange path towards connecting with European soccer culture considering MLS doesn’t have promotion/relegation, largely doesn’t follow the FIFA international window, and doesn’t necessarily follow the transfer market system. The Crew’s dilemma is the same dilemma that all MLS teams seem to have: how do we grow our product and our fanbase while at the same time avoid losing our hardcore supporters? It is a difficult tightrope to walk. The influx of revenue and interest in soccer has brought in new eyeballs and new individuals willing to invest in the product. Although it would be unfair to paint all supporters with the same brush, there does seem to be a distrust in some supporters circles of new fans following the league and any money coming in. As the league grows, more interest from outside traditional soccer circles will be coming in and ultimately new ideas. While not every idea is going to be great, supporters have to be willing to listen. What’s interesting about the Crew rebrand is that while the new logo was derided, so too was the previous logo that fans wanted to retain. What would make supporters more receptive towards new ideas is if the league and its owners had a plan. The biggest question that MLS faces is the same question that it has had since it was founded: What type of league is it? Is it an American sports franchise league? Or is it a world soccer league? The league for years has attempted to combine the two to create a mixed model which makes sense considering the two different sets of customers that it is marketing towards. It has been successful in many ways in this hybrid model, but it seems like every misstep is magnified because it normally angers both customers. One way in which teams and the league can help address this issue, and by extension win over their hardcore supporters, is remove the single entity restrictions. By creating a one size fits all model down to things such as jerseys and sponsors, the league limits teams ability to tailor to their specific audience. That certainly help smooth over relations with supporters who tire of the cookie cutter jerseys, but are also small business owners and members of their community. Major League Soccer has grown by leaps and bounds in 25 years and it is natural for any organization and its subsidiaries (i.e. teams) to want to adjust and tinker with their product. The key is how do you grow while retaining your base. If teams can be given a little more space to create beyond league restrictions and can be more inclusive of their supporters needs (while supporters at the same time work with the team to create a great atmosphere) then the product will continue to flourish.

ABOVE FAR LEFT (OPPOSITE PAGE): Jimmy Haslam, the owner of the Browns (NFL), has bought the Columbus Crew

ABOVE LEFT (OPPOSITE PAGE): Re-branding must be working for the Crew, as they won the MLS Cup in 2020

LEFT: Caleb Porter, Columbus's Coach

TOP: Columbus Crew has gone through more logos in the past few years than anyone else.

RIGHT Fans will love the team no matter what the logo is