As explained previou
sly, the Beat are a new team in America's women's professional soccer league (aptly named Women's Pro Soccer or WPS). My last update, in early October, analyzed the recent 'International Draft.' As an expansion team, the Beat were allowed to chose any five non-WPS players in the world to have exclusive negotiating rights with. Setting their sights high, the Beat chose several key players from the Swedish women's football giants, Umeå IK. As they were only receiving rights to talk to these players, and had no guarantee of signing them, I will admit it all seemed a bit fanciful to me. The near total silence from the Beat head office for the following two months was also worrying.The other WPS expansion club, the Philadelphia Independence, were far from quiet, t
hough. Soon after the draft they announced several headline signings, including USA International (and Maxim model) Heather Mitts. The good news from Philadelphia was so frequent, and lack of news coming out of Atlanta so noticeable, that I began to wonder if my home town's new team was already struggling before a single ball had been kicked in anger. As I learned later, I was completely wrong.On 1 December, Atlanta Beat owner, Fitz Johnson, announced a partnership with Kennesaw State University to build the world's first purpose-built women's soccer stadium. It will have a capacity of 8,300 and be built at a cost of $16.5 million. The pictures look stunning, and
by the time this announcement was made construction was already well underway (with a planned completion of Spring 2010). Although the facility will be shared with the Kennesaw State women's soccer team (the Lady Owls), the Beat will certainly be the primary occupant. Considering that the Beat's previous incarnation (2001-2003 in the old WUSA) had two makeshift homes in American football stadiums, this is an impressive achievement.Actually, it has taken me a while to get round to thinking it
is an impressive achievement. To be honest, my first reaction was pretty negative. Kennesaw State? Kennesaw is not Atlanta. It is an outer suburb of Atlanta, and even saying that might be stretching things. As is probably common for an Atlanta native, my only experience with Kennesaw is from field trips in grade school to Kennesaw Mountain National Battlefield Park. I have no doubt that Kennesaw is a nice place, but I'm just being polite really. I have no idea what Kennesaw is like at all.
is an impressive achievement. To be honest, my first reaction was pretty negative. Kennesaw State? Kennesaw is not Atlanta. It is an outer suburb of Atlanta, and even saying that might be stretching things. As is probably common for an Atlanta native, my only experience with Kennesaw is from field trips in grade school to Kennesaw Mountain National Battlefield Park. I have no doubt that Kennesaw is a nice place, but I'm just being polite really. I have no idea what Kennesaw is like at all. It's not a minor point, either. Kennesaw is on the outskirts of a huge metropolit
an area. Public transport is not great by European standards, and barely exists outside the Atlanta city limits. While it is perfectly possible for someone from Kennesaw to have a happy working life commuting to downtown Atlanta by car, it is considerably more awkward for soccer fans from other suburbs to get to Kennesaw. The drive from Snellville, another outer suburb, to Beat matches will be almost fifty miles. Another problem is that Georgia's highways are built to help people get into central Atlanta, but not to get from one suburb to another. Residents of nearby Alpharetta are only fifteen miles from Kennesaw as the crow flies, but the only realistic way of getting between the two places is a thirty mile dogleg towards Atlanta and back.
an area. Public transport is not great by European standards, and barely exists outside the Atlanta city limits. While it is perfectly possible for someone from Kennesaw to have a happy working life commuting to downtown Atlanta by car, it is considerably more awkward for soccer fans from other suburbs to get to Kennesaw. The drive from Snellville, another outer suburb, to Beat matches will be almost fifty miles. Another problem is that Georgia's highways are built to help people get into central Atlanta, but not to get from one suburb to another. Residents of nearby Alpharetta are only fifteen miles from Kennesaw as the crow flies, but the only realistic way of getting between the two places is a thirty mile dogleg towards Atlanta and back. There is one other drawback to Kennesaw which is rooted in snobbery. Big professional sports 
teams in Atlanta have always played in the downtown area. Despite the fact that precious few people live downtown anymore, it is still seen as the place for proper 'major league' teams. It is possible that by basing itself in Kennesaw the Beat will fail to be taken seriously by the bulk of Atlanta sports fans. In fact, there has never been a successful professional sports franchise based in the suburbs. At first glance, it looks like the Beat have made a serious mistake.
teams in Atlanta have always played in the downtown area. Despite the fact that precious few people live downtown anymore, it is still seen as the place for proper 'major league' teams. It is possible that by basing itself in Kennesaw the Beat will fail to be taken seriously by the bulk of Atlanta sports fans. In fact, there has never been a successful professional sports franchise based in the suburbs. At first glance, it looks like the Beat have made a serious mistake.That was my initial thought, but then I started thinking about my time with the old Atlanta Attack, a men's indoor soccer franchise. I worked there for a few we
eks during Christmas holidays in 1989 (see here) and by most measures the club was doing well. The Attack had the highest attendance average in their league by a long way, sometimes drawing in excess of 10,000 spectators a match. In actual fact, the Attack's finances were in a parlous state. The main reason for this was their stadium lease. The only arena available for rent in downtown Atlanta was the 16,000-seater Omni 
Coliseum. Although the Attack sometimes drew big crowds, the average attendance was more like 6,000. It was enough to top the league stats, but not enough to break even on the rental agreement. Basically, every time the Attack played a match they lost money. As there was no media income to speak of, the only revenue the club would ever generate was from matches. In effect the Attack were killed off by playing their matches in the prestigious downtown Atlanta area. I was not there when the club closed its doors, but even in the first season everyone in the front office knew the Attack was living on borrowed time.
Like the Attack, match day revenue will make or break the Beat. There will be no lucrative national television contract. If the deal has been structured in a way to give the Beat a cut of the revenues from the non-soccer use of the stadium (like hosting conferences or corporate parties) then the Beat may end up in a much stronger position than any sports team outside the major American sports leagues. Having to draw people all the way to Kennesaw might be a disadvantage, but it would be easily outweighed by the financial independence this stadium might be bringing the club. There may be no precedent for a successful professional sports team operating in the suburbs, but there is a long history in Atlanta of failed soccer teams who rented the downtown stadiums built for Baseball and American football. If the Beat are going to succeed they won't do it by copying the
strategies of their failed predecessors.
So, the Beat have a stadium to play in. Who is going to play in it? At the time of the stadium announcement only three player signings had been announced. And these included none of the Beat's expansion draft or international draft picks. Time to worry? No. Since then five more signings have been announced (including two expansion draft picks: Leigh Ann Robinson and Noelle Keselica). The big announcement (and I mean really big) came just about a week ago: the Beat have signed their first international draft pick. Her arrival could mark a change from expansion strugglers to league powerhouse.
Her name is Ramona Bachmann, and unless you follow int
ernational women's soccer closely, you probably don't know who she is. If you decide to follow women's soccer like I have, though, you will learn soon enough. Considered by some to be the second best player in the world after Brazil's Marta (who also played for Umeå IK before being drafted by the WPS's Los Angeles Sol), Bachmann's presence could turn the Beat into a sporting (and marketing) success. Although she is only nineteen she has played in a European Champions League final and been voted Swiss player of the year. The Beat have signed her to a two year deal (which by WPS standards is a long contract).
Things are looking up for the Beat, but there are still challenges ahead. After
a season opener in Philadelphia in April, the Beat will not play a home fixture until at least May. This is because they have to wait for the stadium to be completed. Large construction projects, of course, frequently suffer delays and go over budget. Having great players is helpful, but as Real Madrid and Manchester City have shown, it does not automatically make a great team. Besides, at least eight more players need to be signed in the next two months to have a decent sized squad. Oh, and the whole concept of a successful professional women's soccer league is still far from proven.
Still, I think the Beat might be Altanta's best ever chance to have a soccer team with long-term success. Ever since he was awarded the Atlanta WPS franchise, Beat owner Fitz Johnson has spoken of the Beat becoming the 'Best in the World.' This slogan has even been used, with disarming immodestly, as a marketing slogan for the club. It is a concept that seems silly at first, but Johnson is taking steps to come good on his promise. Women's soccer is still wide open - there are no established powerhouses. With the stadium deal and the arrival of marquee players, there is no reason why the Atlanta Beat can't soon be the best in the world. Watch out Barcelona!
Check out my previous articles on the Atlanta Beat: Atlanta Turns on the Cash Taps and Goes Soccer Crazy, The Beat is Back, and The Beat Goes On. The next article will appeal in roughly three weeks after the WPS regular draft in January.
eks during Christmas holidays in 1989 (see here) and by most measures the club was doing well. The Attack had the highest attendance average in their league by a long way, sometimes drawing in excess of 10,000 spectators a match. In actual fact, the Attack's finances were in a parlous state. The main reason for this was their stadium lease. The only arena available for rent in downtown Atlanta was the 16,000-seater Omni 
Coliseum. Although the Attack sometimes drew big crowds, the average attendance was more like 6,000. It was enough to top the league stats, but not enough to break even on the rental agreement. Basically, every time the Attack played a match they lost money. As there was no media income to speak of, the only revenue the club would ever generate was from matches. In effect the Attack were killed off by playing their matches in the prestigious downtown Atlanta area. I was not there when the club closed its doors, but even in the first season everyone in the front office knew the Attack was living on borrowed time.Like the Attack, match day revenue will make or break the Beat. There will be no lucrative national television contract. If the deal has been structured in a way to give the Beat a cut of the revenues from the non-soccer use of the stadium (like hosting conferences or corporate parties) then the Beat may end up in a much stronger position than any sports team outside the major American sports leagues. Having to draw people all the way to Kennesaw might be a disadvantage, but it would be easily outweighed by the financial independence this stadium might be bringing the club. There may be no precedent for a successful professional sports team operating in the suburbs, but there is a long history in Atlanta of failed soccer teams who rented the downtown stadiums built for Baseball and American football. If the Beat are going to succeed they won't do it by copying the
strategies of their failed predecessors.So, the Beat have a stadium to play in. Who is going to play in it? At the time of the stadium announcement only three player signings had been announced. And these included none of the Beat's expansion draft or international draft picks. Time to worry? No. Since then five more signings have been announced (including two expansion draft picks: Leigh Ann Robinson and Noelle Keselica). The big announcement (and I mean really big) came just about a week ago: the Beat have signed their first international draft pick. Her arrival could mark a change from expansion strugglers to league powerhouse.
Her name is Ramona Bachmann, and unless you follow int
ernational women's soccer closely, you probably don't know who she is. If you decide to follow women's soccer like I have, though, you will learn soon enough. Considered by some to be the second best player in the world after Brazil's Marta (who also played for Umeå IK before being drafted by the WPS's Los Angeles Sol), Bachmann's presence could turn the Beat into a sporting (and marketing) success. Although she is only nineteen she has played in a European Champions League final and been voted Swiss player of the year. The Beat have signed her to a two year deal (which by WPS standards is a long contract).Things are looking up for the Beat, but there are still challenges ahead. After
a season opener in Philadelphia in April, the Beat will not play a home fixture until at least May. This is because they have to wait for the stadium to be completed. Large construction projects, of course, frequently suffer delays and go over budget. Having great players is helpful, but as Real Madrid and Manchester City have shown, it does not automatically make a great team. Besides, at least eight more players need to be signed in the next two months to have a decent sized squad. Oh, and the whole concept of a successful professional women's soccer league is still far from proven.Still, I think the Beat might be Altanta's best ever chance to have a soccer team with long-term success. Ever since he was awarded the Atlanta WPS franchise, Beat owner Fitz Johnson has spoken of the Beat becoming the 'Best in the World.' This slogan has even been used, with disarming immodestly, as a marketing slogan for the club. It is a concept that seems silly at first, but Johnson is taking steps to come good on his promise. Women's soccer is still wide open - there are no established powerhouses. With the stadium deal and the arrival of marquee players, there is no reason why the Atlanta Beat can't soon be the best in the world. Watch out Barcelona!
Check out my previous articles on the Atlanta Beat: Atlanta Turns on the Cash Taps and Goes Soccer Crazy, The Beat is Back, and The Beat Goes On. The next article will appeal in roughly three weeks after the WPS regular draft in January.
Posts
No comments:
Post a Comment