Monday, May 10, 2010
Last week I spent Friday evening with a group of women friends for a "Happy Hour" of drinks and conversation. I met the woman hosting when our sons all went to the same preschool. Of the other women invited I knew one through American Field Service foreign exchanges, another because her son played baseball with Robbie one summer when they were 10, another because we attended a Passover Seder together, and one became a new acquaintance that evening. Yet all of us shared one thing in common – soccer.
I have begun to think that soccer is the new social networking media. While Facebook and Twitter have faster connection times, soccer has that steady, solid base that takes families through years of connection. Although none of our children ever played soccer together, we women all knew instantly the same stories, adventures, concerns, joys, and frustrations. We all had endured coaches who were mean or played favorites, we had stayed in flea bag hotels or paid way too much for a team dinner, we had washed uniforms in a tiny sink, pulled Band-Aids from our purses for an emergency blister, eaten junk food to the point that gourmet meant a burger with a tomato on it, driven thousands of miles, sat in the rain, and loved every minute of it. I had a band of sisters rising from the shared experiences of soccer.
I know that other sports could be as bonding, but for some reason, sitting in a group, when people talk about youth sports and find the common ground for discussion it seems to gravitate towards soccer. I'd like to think that's because first and foremost soccer is consistently and for the long term played equally by boys and girls, which you won't find with football, occasionally find with baseball (softball), and do find with basketball but with physical limitations, which cut down the pool of players as they grow older. Soccer can be played by anyone at any age in any physical shape or size. There are over-30, over-50, women, co-ed, youth, rec, select, and Major League teams. It's not surprising that when my husband talks about his patients he invariably mentions that they play soccer or have kids who play soccer. Even his nurse used to play college soccer.
Networking has become such an essential part of any business model, and soccer has one of the best networks around. I can't go long without bumping into something connected to youth soccer. The other night in a deli a father and son walked in and the son had soccer gear on. After dinner we went to the bookstore and three other soccer families were there. On the way home six of the cars on the two mile trip had soccer club stickers in the window. If I want to open a conversation with a stranger, I'll often start with some soccer question. I am rarely met with a blank, confused stare. If you want to instantly be part of group, soccer is your key.
Therefore I don't understand why businesses don't capitalize on that network more often. For example, most soccer tournaments are huge, covering acres of area with thousands of participants, spectators, and coaches. If businesses and soccer tournament organizers joined forces they could create a mutually beneficial arrangement. People attending a tournament come from all walks of life and have a huge variety of interests. It's a perfect place to test various demographics and gather pertinent data during those down times between games when everyone is looking for something to fill the gaps. I could see booths that offer cosmetics, electronics, shoes, restaurant samples, airlines, and other products people use regularly, not just cleats and head bands. Show soccer moms a booth demonstrating relaxation products and you'll have a line three fields long. Give soccer players a chance to test a new cereal, I can guarantee they'll use their electronic messaging to spread their approval to friends and family. The tentacles of the soccer community run far and wide. There aren't many consumer groups that have grown as dramatically as the players registered with US Youth Soccer Association growing from 100,000 in 1974 to more than 3 million today. Each of those 3 million players has parents, grandparents, aunts, uncles, siblings, teachers, and neighbors. I can image if Apple demonstrated their iPad at soccer tournaments the word would spread as quickly as a 30 second spot during "Lost." I'd think that would be a marketer's dream and the key to some significant sales.