Easy to measure growth in popularity of World Cup

I’m not sure what American soccer fans were anticipating more, the start of the World Cup or their team’s first big match with European giant England.

Of course, it didn’t hurt that the two events occurred back-to-back, but I do know one thing: As a 27-year-old, I have never seen such a display of passion for my favorite sport in my hometown of Boston, dating back to the 1994 World Cup when the United States was invaded by 23 other nations (the ’94 Cup only had 24 teams).

When I walked around the streets of Boston Saturday afternoon — mostly around Fenway — like always, the prevailing colors were red, white and blue. However, although it was a Sox afternoon game day with the interleague rivals Philadelphia Phillies in town, soccer jerseys and shirts were the dominant attire of choice, not baseball jerseys.

As has been previously mentioned in posts on WEEI, groups like World Cup Boston 2010 put on great viewing parties at venues for thousands of fans over the weekend to come together and cheer on their team of choice. The House of Blues was filled to the brim with an estimated 2,400-plus in attendance.

This brings me back to the point of measuring how far along soccer has come in this country, because this topic always seems to be one of the larger and more talked-about issues each World Cup.

Remember, first of all, that soccer still is a very new sport as a professional league here in the States, as 2010 was the start of Major League Soccer’s 15th campaign. All four of the other major American sports have existed for 60-plus years. These are the days of growing pains, but its cultural impact continues to grow.

Look no further than the sports shows you watch nationally or locally. WCVB-TV Channel 5 (ABC) is one of the partners for World Cup Boston 2010 and was there at House of Blues filming coverage for reaction to the U.S. vs. England for its short sports segments later that night. You probably didn’t see that because it was a Saturday night.

Additionally, flip on ESPN — the big talk shows like "Around the Horn" and "Pardon the Interruption" along with SportsCenter feature lead stories that are World Cup-related every day. Twelve years ago, was this true? Absolutely not. Only on the days when the U.S. played did the Cup get major coverage, even though every game was aired on ABC or one of the ESPN networks.

Clearly, the advertising and marketing departments have picked up how big and popular and powerful the World Cup following is as well. Again, if you are as big a sports junkie as I am — and you probably are if you are reading this column — then you probably watch ESPN multiple times a day. Guess what the major theme across the board right now is for this network’s commercials. You guessed it: soccer.

So far, I have counted 12 companies that have inserted soccer-themed commercials: Budweiser and its "Distract the Goalie" commercial. Adidas and its “The Quest” commercials as well as a recent "Star Wars" commercial starring David Beckham. Nike and its "Hero" commercial with Didier Drogba, Wayne Rooney and Cristiano Ronaldo. Allstate and its "Cover Every Angle" commercial with Mexican keeper Memo Ochoa. Hyundai and its couple of random commercials, one in which a dad names his first-born after every player on his favorite team. Flo TV and its Landon Donovan juggling act commercial. Sports Authority and its commercial with Taylor Twellman and Michael Strahan. Soccer.com and its commercial advertising all the gear it sells. Samsung and its add for a new 3-D TV. AT&T and its 3G network commercial for how fast things change. The FIFA campaign for “Say No to Racism.” And ESPN launching ESPN3 on the strength of its World Cup coverage.

Now, I may be mistaken, but if memory serves me, I can’t remember the type of onslaught we have seen of so many different soccer-themed commercials from so many companies here in 2010 compared to any other World Cup.

I also look at groups like World Cup Boston 2010 as further evidence of the game’s ability to effect so many different areas of society.

According to its mission statement, WC Boston 2010 is an 18-month, multifaceted initiative surrounding the 2010 FIFA World Cup that brings the international spirit of competition and collaboration to Boston with public programming in soccer, culture, community and education for Boston youth and families. Its goal is to unite members of Boston’s various socioeconomic, community and cultural groups to foster a renewed sense of inclusion, interaction, and involvement as well as bring the excitement of World Cup soccer to Boston’s public spaces and highlight Boston’s growing status as an international city.

If you check out the group's website, you can get more information on many of its activities and upcoming events. However, none of it would be possible without a vehicle and driving force — the World Cup and soccer in general.

Don’t take my word for it alone. I’m only 27. I haven’t been around long enough. Pay attention to the thoughts of New England Revolution vice president of business development Craig Tornberg — a man with over 30 years of sales, marketing, management and entrepreneurial experience who also was the Revolution's general manager during the team’s most successful years from 2004-08. As a member of the World Cup Boston 2010 organization, he shared his thoughts with me at the House of Blues during halftime of the U.S.-England game Saturday.

“The crowd here is the best part. There is over 2,000 people here, and when the U.S. scored it felt like a stadium,” Tornberg said. “This is a knowledgeable fan base that is into the game.

“It’s tremendous because I believe 1966 I believe was the initial year I think that the first World Cup final was broadcast here in the states and there was a very small amount of people who even knew what the World Cup was. The 1970 World Cup had some coverage, but it was just a small window where hardly anyone was watching. Certainly you never saw U.S. fans in the streets. In 1974, with one of my favorite World Cup teams, the ’74 Clockwork Orange Netherlands team and Johan Cruyff, it would have been impossible to have fans turn out for a viewing party. At most, if you said you were throwing a party eight people would have gathered together. It would have been unheard of to have 2,400 people in the same place.

“I think this is the pinnacle celebration of the sport of soccer,” Tornberg said of the raucous viewing party at House of Blues. “I am honored to be a part of World Cup Boston 2010.”