There's a legitimate debate to be had over how much of a bump a team can expect from an appearance in the MLS Cup. From an attendance perspective, simply making the final results in an average attendance increase of about 7 percent. But really, that includes dips of as much as 35 percent (the 2005 Kansas City Wizards' saw more than 5,000 less fans per game than the 2004 team did) and increases of as much as 42 percent (the 2007 New England Revolution drew about 5,000 more fans per game than the 2006 team did, although that 2006 team saw an attendance decrease despite making the Cup finals). In other words, there's very little consistency is this kind of thing.
FC Dallas Seems To Be Experiencing Bump From MLS Cup Appearance
No matter how you measure it, though, FC Dallas looks poised to benefit in several areas following their finals appearance. The Toros are currently weighing four multi-million dollar shirt sponsor offers, as well as enjoying a 300 percent increase in season-ticket sales over this point last year, according to a report in the Dallas Business Journal.
“It’s like being the prettiest girl in school and having a lot of opportunities,” FCD CEO and President Doug Quinn said. “We are one of the most attractive teams in the league and all of our guys are coming back.”
The hiring of Quinn seems to be almost as big of a reason for this. Quinn was hired in June after serving as the president of Soccer United Marketing, the marketing arm of MLS that also promotes the United States and Mexico national teams, as well as such professional teams as Chivas and Barcelona.
Prior to Quinn’s hiring, FCD had been roundly criticized for their inability to make inroads with Dallas area soccer fans, who have turned out in huge numbers to see non-MLS matches but have stayed away from Pizza Hut Park with alarming regularity. Since opening their soccer-specific stadium in 2004, FCD has never even equaled the league-wide average attendance and has ranked in the bottom three of attendance in each of the past three seasons.
With an average attendance of less than 11,000 last year - more than 5,000 less than league average - the Toros have a long ways to go. But this, at least, seems to be a move in the right direction, which would halt three years of falling attendance.
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