Soccer Channel’s Goal Is Net Gain in Viewership

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Soccer fans who want to watch the biggest European tournament of the year will be tuning in to Fox Soccer Channel this week. The network expects to see some of the highest ratings in its 12-year history as it televises the UEFA Champions League Cup. The L.A.-based channel, a subsidiary of News Corp., secured U.S. broadcast rights to the European Cup for three years beginning this year. ESPN had previously owned rights to broadcast the games.

“We had an opportunity to bid on the U.S. rights and we decided to step up and make the investment,” said Dave Sternberg, general manager of Fox Soccer Channel.

As soccer rises in popularity among Americans, more viewers here are expected to tune in to see the higher-quality players in the European leagues, where soccer culture has a long and rich tradition. Salaries are also significantly higher than those in American Major League Soccer.

Nevertheless, Sternberg credits MLS with strong marketing initiatives that have helped increase U.S. interest in the world’s most popular sport. That level of interest culminated this summer when Americans turned out in droves to games featuring popular European club teams at venues such as the Rose Bowl.

Advertising at Fox Soccer Channel was up 24 percent in 2008 compared with 2007 and Sternberg is projecting comparable growth this year. In 2010, the network can expect even higher interest in soccer because of the World Cup, which is scheduled to take place in South Africa.

Unlike other channels, Fox Soccer Channel hasn’t been hit hard by the recession due to its different mix of advertisers mostly beverages.

“We haven’t been adversely impacted by the economy because we didn’t have exposure to financial services and domestic auto,” Sternberg noted.

The prime demographic for Fox Soccer Channel is men 18 to 49. When the network launched, sponsors thought that most viewers were ex-pats who wanted to watch their native teams. Increasingly, the network is drawing American viewers who are acquiring a taste for the sport.

Last year, for example, Belgian brewer Inbev decided to promote Budweiser instead of the beer it had previously advertised, Bass Ale, for English Premier League matches on Fox Soccer.

“We will see more and more American brands sponsor international soccer with the World Cup approaching and awareness growing among casual sports fans,” Sternberg said.

Currently, Fox Soccer Channel reaches 35 million households in the U.S., which is up about 10 percent from a year ago. Sternberg hopes to reach 50 million within the next two years.


Bare Feet

The American Volleyball Players’ beach tour has lost its title sponsor. Shoe manufacturer Crocs Inc. will remain with the tour for this season, but negotiated a buyout of its contract for 2010.

Crocs first partnered with L.A.-based AVP Inc. when it became official footwear of the tour in 2006. The company later signed on as title sponsor for the U.S. tour and an Australian beach tour that AVP bought in 2008. However, the shoemaker has seen its sales fall. In its most recent annual report, Crocs stated that it would seek ways to reduce its financial commitments for marketing and sponsorships.

AVP was aware that Crocs was struggling financially. Jason Hodell, AVP chief executive, said he felt that the buyout was fair. Meanwhile, he has launched efforts to land new sponsors, especially one to fill the vacant tour title spot.

Last week, the company brought in airline Virgin America as a sponsor of its Hermosa Beach tour stop. When the tour travels to the Bay Area, Hodell said that Google Inc. will be a sponsor for the first time.

“We have a unique beach lifestyle atmosphere complemented by world-class athletes,” Hodell said. “We are busy finishing out our season, but we would like to sign a new sponsor as soon as possible.”


Job Fair

Fans of the Los Angeles Derby Dolls are used to hard-hitting action. Lately, the hardest hits have been due to a rough

economy.

On Aug. 22, the roller derby team will sponsor a job fair for women at its downtown L.A. track. The Derby Dolls have partnered with the Mayor’s Office, the city’s Human Services Department and Council District 13 to put on the job fair.

The event will include job placement assistance, opportunities for “green” jobs and information about local trade groups. Also offered will be some job training for available positions at participating companies.


Staff reporter David Nusbaum can be reached at [email protected] or at (323) 549-5225, ext. 236.

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