Red Bulls Reflections
Week 1: May 26-30, 2008
Match: June 5, 2008
Result: Chicago 5, New York 0
Welcome to New York. 5-zip. Initial thoughts: The Giants Stadium press box is huge. The vantage point from the press box is such that you can't tell if the referee is issuing a caution or if he is pointing for a foul. Giants Stadium in itself is in 10 words or less, way too large of a facility for soccer.
Weekly Press Clippings
Part of my responsibility is compiling daily press clippings in the short-term and in the long-term. In the short-term, I compile press clippings from online publication. In the long-term, I am compiling daily print clippings and creating a PDF archive by player, game, writer, outlet, etc. In New York, the Red Bulls are in a media environment where the priorities are the Yankees, Mets, Knicks, Islanders and Rangers. Our goal is to look at the coverage we are getting and examine that; how can we maintain that coverage? But what aren't we getting, and how can we use the coverage we are getting to obtain more?Daily Press Clippings (May 28-June 1):
May 28
May 29
May 30-June 1
Week 2: June 2-6, 2008
BIG NEWS: Jozy Altidore transferred to La Liga's Villareal for MLS record sum of $10M.
There you have it, a huge deal, if there ever was such a thing in terms of American soccer. From what I've been told, Altidore was looking to leave New York, leave Major League Soccer, to further his playing career. While MLS has certainly progressed, the league is at a point where it is forced to sell off young talent instead of buying it. If you remember Freddy Adu, Adu was primed to be the player that Altidore is and will be, so Altidore is a special player that has limitless potential. And experts say that if Altidore wants a real day-to-day grind of a challenge, Spain is the next best thing to the English Premier League, and that is the location and league that would best challenge Altidore.
But what is worth mentioning here is how this situation was and is being handled by the Red Bulls' front office staff, other players, coaching staff as well as the teams' fans and how that reception differs from other major American sports. Altidore was a team favorite, a fan favorite, that young, budding, home-grown star that grew up watching the MetroStars. But now was his time. And that was the focus, especially on the front office side and the focus when his teammates addressed assembled media. While you can make the case that other sports in America are structured differently and that opportunity exists internally, this is irrelevant. Altidore transferred for $10M, a MLS record, and positivity reigned. Granted, the Red Bulls are trying to win a Cup, and this transfer was built upon the fact that Altidore was going sooner or later, and that the transfer allowance may have dwindled at any moment.
MLS is cyclical; players come back to the United States from Europe to further their playing careers after teams re-invest in youth. MLS teams then have proven veterans that act as mentors. In the Red Bulls' case, Juan Pablo Angel and Claudio Reyna both have extensive EPL experience.
Dave van den Bergh on Altidore transfer
Claudio Reyna on Altidore transfer
Sporting Director Jeff Agoos and Altidore Press Conference
June 5 Red Bulls e-mail newsletter: Red Bulls try to stop hot Chivas team
Match: June 5, 2008
Result: Red Bulls 1, Chivas USA 0
For Gameday program: Newcomer Boyens makes early impact | Chivas USA Quick Hits | Upcoming Matches
Match day at Giants Stadium from a communications standpoint revolves around handling all media requests, and assuring that general Red Bulls media are able to do their job in an efficient and productive manner. We organize press box operations, which includes distribute of periodical statistical updates, both internal and to external outlets (including ESPN, Fox Sports Net, etc.). To say the least, Giants Stadium is not soccer specific, as most MLS stadiums are not (Red Bull Park is scheduled to open in 2009), and the press seating is best suited for an American football environment. That said, because the Red Bulls only deal with a handful of regular media requests, the east end of the press box is only used for soccer. What this also means is that the Red Bulls also accept the local soccer blogosphere as credible media outlets. The Madison Square Garden (MSG) family of networks regularly televises the Red Bulls' matches, so the communications' staff ensures a smooth broadcast (in addition to all nationally televised games as well) from a logistical standpoint. This particular match vs. Chivas USA was televised nationally on ESPN2.
Postgame:
Chivas USA Head Coach Preki Radoslavljevic
Chivas USA Goalkeeper Brad Guzan
Chivas USA Midfielder Sacha Kljestan
Daily Press Clippings (June 2-7):
June 2-3
June 4-5
June 6-7
Week 3: June 9-13, 2008
A relatively slow week, if you don't include the zoo at Giants Stadium for the Argentina-U.S. friendly on Sunday, which drew the fourth-largest soccer crowd in Giants Stadium history. Much of this week's local media coverage was devoted to that match -- a match with nothing on the line except for pride, whereas the local Red Bulls' coverage was late in the week when Jozy Altidore was officially unveiled to his new club. In addition, the Bulls' are being accosted by an abundance of injuries, and writers mention these albeit, only these. In the writers' defense, editors just aren't soccer people, especially in such a highly populated sports market. But, the soccer coverage that does exist in the NY/NJ newspapers, much of it is international-related. EURO 2008 kicked off, and soccer overseas is covered more than the local team.
The second-annual High School Cup presented by adidas is a showdown that follows the Red Bulls' June 23 match against FC Dallas. New Jersey's and New York's best high school stars will square off in the match. I will handle general media responsibilities for the event. This week, I wrote a story for the Gameday program for the Dallas game.
Internally, Red Bull New York Communications handles all content for the program, while we export all creative duties to Red Bulls Creative. We begin submitting content to RBC at least 10 days prior to the event date.
June 12 Red Bulls e-mail newsletter: Red Bulls to battle D.C. at RFK Stadium
Daily Press Clippings (June 8-13):
June 8-11
June 12-13
Week 4: June 16-20
An exciting week, on the pitch and off. Wednesday was a packed day from a communications standpoint, as the team got a terrific, and much needed, result in New England. In addition, Red Bulls' striker Juan Pablo Angel appeared in-studio as part of ESPN's Euro coverage -- a trip to Bristol I had the privilege of taking. The experience was eye-opening, not only because I was able to view the behind the scenes efforts of our nation's 24-hour sports network, but also how soccer coverage in this country is expanding. For the first time ever, all EURO 2008 games will (or have been) broadcasted live on the ESPN family of networks. That means something, especially as Major League Soccer becomes a more popular league. It was interesting seeing Angel's reaction to the media frenzy that influences our country on a daily basis. Having only been in the United States for a year, we (communications representatives) must fight and claw for coverage, whereas "traditional" sports are shooed away. Angel was a finalist for MLS MVP a season ago, and he could walk around and ESPN employees didn't know who he was. However, soccer enthusiasts as ESPN are doing good work in putting Reece Davis in the studio ... a brilliant commentator, with a booming voice, whose work as a studio host for ESPN's College Gameday has been fantastic. By putting an American personality in that position lends legitimacy to a sport in need of some homegrown legitimacy.
On our way back to New Jersey, our conversation revolved around the league, and what the league must do to be more appealing to not only the players, but to the general American public. Angel came here, probably to close out his career, but why the choice -- to America -- when clearly other offers were on the table? These are the types of stories that not only would make a great story from a journalistic perspective, but also a public relations one as well -- for a league in need of any PR help it can get.
Daily Press Clippings (June 14-23):
June 14-16
June 17
June 18-19
June 20-23
June 19 Red Bulls e-mail newsletter: Red Bulls to battle FC Dallas at Giants Stadium
Match: June 21, 2008
Result: Red Bulls 1, FC Dallas
For Gameday program: Red Bulls host second high school cup tonight | FC Dallas Quick Hits | Upcoming Matches
Also for this match I compiled a 50-page document of media clips from the previous week, as well as clips related to the Red Bulls' opponent, FC Dallas, in addition to clips focused on New York's next opponent, Chivas de Guadalajara. This is something that sports communications department do -- at least in the four major American sports. Here are the clips:
Second-Annual High School Cup Presented by Adidas: This event brought the top talent from New York and New Jersey pitted against one another. I pitched the event to several local media outlets, some of which wrote stories. I wrote the story for the game program (above), as the event immediately followed the Red Bulls' match with FC Dallas (making for a long day at Giants Stadium!). The teams trained as a unit on Friday, followed by a reception, and I was able to catch up with two from each side to discuss the players' experience at Giants Stadium:
(Note: This content was also published to the Red Bulls Blog, HERE.)
New Jersey Midfielder Manny Cairedo (Clifton)
New Jersey Goalkeeper Alan Bernstein (Wayne Hills)
New York Defender Pat Cantwell (West Islip)
New York Defender Marlem Letlow (Roosevelt)
PHOTOS from a reception following the training session. Head coach Juan Carlos Osorio and Sporting Director Jeff Agoos addressed the players, while Red Bulls players dined with the high school stars.
On Saturday, New York defeated New Jersey 2-1. PRESS RELEASE.
Postgame:
New Jersey Head Coach Tom Breznitszky
New York Head Coach Martin Jacobson
New York Striker Craig Santangelo (Man of the Match)
Week 5: June 23-27
The team hit the road for a long stretch of matches -- the team will have played five straight away from Giants Stadium before taking on the L.A. Galaxy on July 19 -- on Monday to take on Chivas de Guadalajara, Mexico's most storied club, in an international friendly. Single-game tickets went on sale for the Red Bulls' game against FC Barcelona on Monday, and that is the big push in the office. Suddenly, this franchise has no clear direction, its most promising, young talent has transferred to Europe and any promise the current side has, especially on the attacking end, has dwindled even more. Juan Pablo Angel hasn't seen action in three matches since notching the game-winner against Chivas, while Claudio Reyna is quickly becoming the biggest joke amongst soccer supporters for his old age combined with the Red Bull/Metrostars will to sign him. While that is going on in plain view, the focus is, and should be, behind the scenes, to the future, of the beautiful new facility, Red Bull Park. The stadium is scheduled to open in 2009. While the 2008 season wasn't supposed to be a rebuilding season, it's quickly becoming one. And the ticketing and marketing folks have to use David Beckham and FC Barcelona as selling points. But mostly Beckham.
This process -- the stadium's development and timeline -- is quickly becoming a concern for Red Bulls fans. I transcribed (PDF) audio as Eric Stover, recently named managing director of the club, answered questions from fans.
(Note: This content was also published to the Red Bulls Blog, HERE.)
Daily Press Clippings (June 24-26):
June 24-26
June 26 Red Bulls e-mail newsletter: Red Bulls to battle Chivas USA on the road
Week 6: July 30-July 4
On vacation for the week, but I published a preview to the Red Bulls newsletter.
July 4 Red Bulls e-mail newsletter: Red Bulls look for Fourth of July victory
Week 7: July 7-11
Preparations have begun for the Red Bulls' July 19 match with the Los Angeles Galaxy. Ticket reps are pumped -- they had sold over 40,000 seats as of one week ago. Last season, 66,237 showed up to see the game at Giants Stadium, an unheard of number for any MLS game -- and a regular-season game no less. And boy, did Red Bulls fans get their money worth, and it wasn't from that certain someone from England. It was someone different, someone by the name of Juan Pablo Angel who gave the Red Bulls the5-4 victory in the 88th minute, breaking a 4-4 tie. Angel had a pair of goals, along with teammate, and recently transferred Jozy Altidore. It was the eighth largest crowd in MLS history. In any case, one man's ability to bend a free kick filled a stadium that night, and the Red Bulls front office are counting on him once again. No where else in sports is their such a combination of pop culture and athlete, and he'll be suited up in East Rutherford one week from Saturday.
Already, media requests have arrived in abundance. Grant Wahl from SI will be in attendance. Note that these are two mediocre teams, although the Galaxy are leading the West with a, for all intents and purposes, .500 record, while the Bulls have fallen below the .500 mark for the first time this season and sit last in the East (although the East is a deep conference). All for one man.
In other "news," we've continued our media monitoring project, and have begun to analyze hits -- print, internet, broadcast -- in the different MLS markets, as well as our local New York/New Jersey market.
July 10 Red Bulls e-mail newsletter: Red Bulls end long road trip at KC
Week 8: July 14-19
One of U.S. Soccer's most storied and successful players -- and one of New York's own -- called it quits on Tuesday. A former national team player and European star, Claudio Reyna chose to finish his career right where he started it. In fact, his retirement press conference was held on Wednesday at St. Benedict's Prep, Reyna's high school alma mater where he compiled a decent 65-0-0 record. Reyna will continue to be involved with the Red Bulls family in some capacity, whether that be in the player development side of things or with head coach Juan Carlos Osorio with the first team.
Claudio Reyna Press Conference Audio
With Reyna's announcement comes a certain implication for Saturday's match. Up until now, the focus has been on Beckham's arrival to the New York area. 50,000 seats have been sold, but, albeit for a brief moment, the focus has been shifted towards a man that deserves that attention.
I was able to speak with MLS Commissioner Dan Garber, Red Bulls Sporting Director Jeff Agoos and Osorio, and the message was consistent -- no player can rival Reyna's dedication in the community nor his commitment to U.S. soccer's development as a sport. For that, the Red Bulls are committed to keeping him around.
Claudio Reyna on retirement
MLS Commissioner Dan Garber on Reyna retirement
Red Bulls Sporting Director Jeff Agoos on Reyna retirement
Red Bulls Head Coach Juan Carlos Osorio
Clips related to Reyna announcement
Prior to Reyna's announcement on Tuesday, I watched the team scrimmage USL-2's Harrisburg City Islanders. I caught up with Red Bulls goalkeeper Danny Cepero, who is currently on loan with the Islanders and also wrote a blog entry on the Red Bulls blog.
Danny Cepero on his experience "on loan"
Red Bulls defeat City Islanders in scrimmage; RBR catches up with Cepero
Also, as noted above, our media monitoring project is progressing nicely. In a span of one month, a report has been generated which uses these numbers to produce a much more detailed summary:
"For June 2008, we were able to tap into the Burrelle’s/Insight program and extrapolate for English coverage a hit count (same as previous). In addition, Burrelle’s includes a Circulation Reach (the circulation/reach of the outlet) and an Ad Value Equivalent for the editorial space. Thus we are starting to be able to come up with media valuation for our editorial coverage in print, radio, television, and online. Presently, this is for English media outlets. We will in the near future begin to break it by English and Spanish coverage."
On Friday, the schedule at Giants Stadium was as follows:
12:30 -- David Beckham and Galaxy Head Coach Ruud Gullit Press Conference
1:00 -- Red Bulls Head Coach Juan Carlos Osorio Press Conference
1:00 -- Immediately following Beckham's press conference, the Galaxy train at Giants Stadium. The first 1/2 hour (tactical portion) closed to the media, while the remaining portion is open to the media.
Note that a press conference preceding a home game in Major League Soccer is unheard of ... unless Beckham is in town. Nowhere in sports is there such a combination of celebrity and athlete, and we have it in New York this weekend. Take a listen to this press conference, and notice how the questions and subsequent answers revolve around the game itself, and no tactical preparation for tomorrow's match, or perhaps how Gullit may be preparing for New York's new player, Jorge Rojas, in the middle of the field. It's all Beckham, Beckham, Beckham -- but if that's what is going to take to raise the awareness of soccer in this country, then it's about time, especially for those of us that haven't fully embraced his free kicks and celebrity style.
July 17 Red Bulls e-mail newsletter: New York Takes on LA Galaxy On Saturday
Key points from Friday's press conference:
- Jersey sales are up 780 percent, according to the man at the podium. I wonder whose jerseys those might be?
- Attendance figures are up as well.
- He came here to raise the awareness of soccer in this country, and it won't happen overnight. Does that mean he's here to finish out his career?
David Beckham (and Ruud Gullit) Press Conference Audio
Match: July 19, 2008
Result: Red Bulls 2, Los Angeles Galaxy 2
It appeared as though the Red Bulls had three points wrapped up. Juan Pablo Angel's goal in the middle of the second half appeared to be the game-winner. However, a Landon Donovan strike in the 92nd minute -- stoppage time -- to prevent the Red Bulls from picking up a key home win. Of course, most of the 47,000 fans in attendance -- the 7th largest crowd to see a regular-season New York match at Giants Stadium -- could care less. They saw Beckham! In person!
I caught up with Donovan following the match about his game-winner, the league, its structure, how far Major League Soccer has progressed from a business model perspective and possibilities for the future of the League.
Landon Donovan on the state of MLS
Although Donovan scored the game's most important goal, and a pretty one at that, Beckham represented the Galaxy during Los Angeles' portion of the postgame press conference (although two players and coach could have been accommodated). No one seemed interested in Donovan's goal. Wonder why.
Ruud Gullit and David Beckham Opening Statements Audio
David Beckham (Questions) Audio
At the Red Bulls press conference, Juan Carlos Osorio in addition to Jorge Rojas and Juan Pablo Angel issued brief opening statements and subsequently answered questions from assembled media.
July 24 Red Bulls e-mail newsletter: New York takes on San Jose on Sunday
Week 9: July 21-25
This is the All-Star Break (game is Thursday in Toronto), so there are no league games before Saturday. Things have slowed down considerably since the storm known as the Galaxy, although preparations have begun for the Red Bulls' match against Barcelona, slated for Wednesday, August 5. We've begun putting together content for the Barcelona Gameday program.
At training on Wednesday, I was able to catch up with Sporting Director Jeff Agoos, who had much to do with bringing Barcelona to Giants Stadium. For the feature in Gameday, the content will revolve around a behind the scenes look at what goes into preparing for a "friendly." Take a listen here to see what goes into the match, from a sporting and player personnel perspective.
I also spoke with Jon Conway, Carlos Mendes and Jeff Parke, three players that played in the Red Bulls' match with Barcelona two years ago (4-1 defeat). The message was simple: Playing in front of 79,000 fans (in 2006) against one of the, if not the, most prestigious club in the world at Giants Stadium was an absolute honor, and for that, the fact that it's a friendly doesn't really mean anything.
I then visited Coach Osorio in his office, who seconded his players' notions: The fact that it is a friendly is irrelevant. However, the fact that the match comes at a crucial point for a club in desperate need of three points -- and only three days prior to that match -- raises a few questions in terms of how to balance playing time and a need to field a very competitive team to please paying fans.
The following audio clip is lengthy, but interesting, and also of Osorio. Michael Lewis, New York Daily News Red Bulls beat writer and Big Apple Soccer editor, is clearly writing a feature about the coach we know as extremely detailed oriented and very, very, very passionate about his profession.
Week 10: July 27-August 1
Official preparations have begun to host FC Barcelona. Although the friendly involves our team and our venue (Giants Stadium), Soccer United Marketing (SUM) is the promoter of the event. SUM is the marketing arm of Major League Soccer, and is by and large the biggest promoter of soccer in the United States. Because SUM is the promoter, and the event takes place at our facility, who operates the facility on game day? Who is responsible for the general media (I can tell you that SUM credentials media members, while the Red Bulls take care of pretty much everything else)? I spoke with Red Bulls Managing Director Erik Stover about the event, and got a behind-the-scenes look at the interactions that occur between SUM and an MLS organization.
Stover on the behind-the-scenes preparations of a friendly
After spending nearly an entire summer around not only a Major League Soccer organization, but its front office and players as well, you realize that working for such an organization is a never-ending public relations and marketing effort. In my opinion, the players themselves must be used as part of this effort. As part of this push, I put together this web feature, which begs the question: Why choose MLS? If it really is sub-par, why did Juan Pablo Angel choose it in his moderate prime when he had options elsewhere. Take a listen to coach Juan Carlos Osorio, who recently went after, and secured the Venezuelan Jorge Rojas, Dave van den Bergh and Juan Pablo Angel, both of whom were enjoying successful European careers at the time of their respective departures.
Osorio on attracting players to MLS
Van den Bergh on coming to MLS
Week 11: August 4-August 8
Match: August 6, 2008
Result: FC Barcelona 6, Red Bulls 2
It really never was a match, FC Barcelona displaying why they are one of the top clubs in all of Europe and the world. They possessed forever and put on a show in front of nearly 40,000 fans at Giants Stadium. The club's star, Messi, was absent at the Olympic games in Beijing, and this was the big question preceding the match. Here is the postgame audio:
FC Barcelona Head Coach Josep Guardiola Press Conference Audio
Red Bulls Head Coach Juan Carlos Osorio and Striker Juan Pablo Angel
Week 12, 13: August 11-15
Match: August 10, 2008
Result: Red Bulls 4, D.C. United 1
Juan Pablo Angel Audio Part II
Post-reflection excerpt:
"Parents place their kids in soccer at the earliest of ages, only to have them stop playing to the demand of other “American” sports. While soccer is a youth game, it certainly isn’t a teenage game, and low and behold, it’s not a game that anyone would want to be seen watching on television.It just isn’t a spectator sport. I think there are opportunities here in New York to continue building and creating very compelling English-language content – to make it a spectator sport. For instance, I enjoyed the chance to see how SUM operates in their production and promotion of the Barcelona match. But I also find it ironic that SUM, as well as the League office are separate entities, when our goal – promoting soccer and making it “American,” “cultural” and “global” – is virtually identical.
Although responsibilities in terms of whom was operating what and at what time was certainly convoluted at times (at the Barcelona match), I think there are opportunities to create very compelling content. They are by and large the biggest promoter of soccer in the United States. How about a partnership with the league office only a short ways away? I think MLS could benefit from PR in terms of soccer in general, as well as the teams. Why should that mom who took her son out of soccer at age 10 care? I think some sort of partnership between SUM, the league office and RBNY (not necessarily all three together) in the form of internal media could go a long ways in promoting not only RBNY, but also soccer in general. This can be in the form of new media (podcast, blog, etc.) or Gameday content. For instance, RBNY can be the facilitator for SUM’s message: that soccer has the potential to make it in America. While the process may take time to get off the ground, this “soccer” message can only benefit a club such as RBNY – in the same market that SUM is located in."
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