Securing high-profile soccer talent in North America is a challenge for clubs outside major metropolitan areas. While teams in cities like Miami, New York, and Los Angeles have the edge in attracting stars such as Lionel Messi and David Beckham, mid-to-small market clubs are employing strategic approaches to entice top players. Recent developments highlight how teams like the Vancouver Whitecaps successfully brought Bayern Munich’s Thomas Müller to Canada, demonstrating that compelling sporting projects and lifestyle benefits can sway even elite athletes.
The Vancouver Whitecaps made headlines last week by signing Müller, a World Cup winner. According to the club’s sporting director, Axel Schuster, over 80% of their discussions focused on on-field tactics and how Müller could integrate into their playing style. Schuster emphasized the importance of the “45-minute purely tactical soccer talk” with the head coach, which ultimately convinced Müller of the Whitecaps’ vision.
While the sporting project remains paramount, off-the-field factors also play a significant role. Schuster pointed out Vancouver’s natural beauty, saying, “We always say: don’t ask us, just go on Google and look at the 10 most livable cities in the world … Vancouver pops up.” Such elements are crucial in making smaller markets appealing to players who might be relocating their lives.
In southern California, San Diego FC is making strides in attracting talent as well. The club recently invested in a $150 million training facility situated in a pristine valley. Sporting director Tyler Heaps noted the players’ excitement upon arrival, highlighting the region’s “sunny blue skies” and stunning landscapes. The geographical proximity to Mexico was also a significant draw for Hirving Lozano, who sought a return to a familiar culture after years in Europe.
For players like Anders Dreyer, having connections with fellow Danish players already on the roster facilitated the transition. Heaps explained that the American soccer culture allows for a more relaxed lifestyle compared to the intense atmosphere in European clubs. “He feels safe. He’s able to go and do normal things,” Heaps remarked, illustrating the balance between fame and everyday life.
Eastern clubs also benefit from accessibility to major international travel hubs. Charlotte FC general manager Zoran Krneta highlighted the city’s airport as a vital asset, offering direct flights to key European cities like London, Paris, and Madrid. This convenience helps players maintain ties to their home countries, making the transition easier.
The pursuit of superstar athletes is not limited to the West Coast or traditional powerhouses. In 2023, there were discussions involving Cristiano Ronaldo, who nearly joined Sporting Kansas City. Former manager Peter Vermes indicated that lifestyle considerations, club infrastructure, and potential marketing opportunities were part of the discussions. Although the deal did not materialize, it underscored the ambition of clubs in smaller markets to compete for global talent.
The quality of training facilities is another critical factor in attracting players. Alan Pulido, a former MLS Comeback Player of the Year, was impressed by Sporting Kansas City’s modern training center. Vermes affirmed that a well-equipped environment can make a significant difference in a player’s decision-making process.
Despite perceptions of MLS as a “retirement league,” the landscape is changing. Many clubs are now seen as viable platforms for players to extend their careers at competitive levels. Schuster noted that Müller chose Vancouver in part due to the team’s current success and attractive style of play. “Two years ago, he never would have chosen Vancouver,” Schuster stated, highlighting the evolution of the league.
Ultimately, the focus remains on performance on the field. Schuster expressed that while the allure of Vancouver’s environment is appealing, it should not distract from the sporting objectives. The Whitecaps’ recent achievements, including a spot in this year’s Concacaf Champions Cup final, contributed significantly to Müller’s decision to join.
As MLS continues to grow, the contributions of clubs in mid-to-small markets will be essential in showcasing the league’s potential. While cities like Charlotte and Vancouver may not yet have the recognition of football capitals like London or Madrid, their efforts to attract and develop top talent may reshape perceptions of soccer beyond traditional markets.
