When MLS Supporters Refuse To Dance

On opposite coasts, in different countries two teams’ supporters groups are participating in different types of protests for different reasons, but seem to be having a similar effect. Both are getting the attention of their front offices.

In Seattle, the biggest supporters group, ECS, chose not to have an organized presence at Tuesday’s friendly against C.D. Guadalajara (better known as Chivas). Instead, about 200 members of the group gave their tickets to a local Boys & Girls Club. There was no tifo, no capos and, to the chagrine of some, a noticeably different atmosphere.

Maybe not directly as a result of this protest -- but seemingly bowing to the general sentiment it expressed -- the front office essentially said that such a late-season friendly was probably a mistake and that in the future, season-ticket packages would include fewer friendlies than the three they included this year. Mission accomplished.

In Toronto, three of the main supporters groups are planning to attend TFC’s final home match, but they will be registering their displeasure with the front office. Mostly, that will involve a lack of cheering as a sign of frustration over the raising of ticket prices -- including a significant bump for those in the supporters’ sections -- in the midst of a MLS record fourth straight season without making the playoffs.

In response to the unrest, MLSE -- the group that operates TFC -- announced that two CONCACAF Champions League matches were removed from the package that was originally going to include those, all 17 regular-season matches as well as MLC Cup, which Toronto will be hosting next season. It appears as if the per-game ticket prices will still be raised, but the total cost of season tickets will go down significantly (as much as $250 for some). Message received, well, partially anyway.

Predictably, both protests have received mixed responses. Fans perceived to be showing even semi-organized displeasure with their teams is not something you see much of in the states. ECS has been called attention-mongers, spoiled and any number of other things. Many have openly wondered whether wearing a certain color or standing in silence really are effective protests.

Both protests are positive developments. MLS front offices -- or those in any sport, for that matter -- should not be allowed to treat supporters as mere customers. In the cases of both Seattle and Toronto, the supporters sections are prominent parts of marketing and are largely responsible for the impressive atmospheres in both stadiums. Even fans who don’t participate in the singing, dancing and other activities benefit, which obviously makes the job of selling tickets much easier.

In places like England, where Liverpool supporters and Manchester United supporters have been expressing their anger toward American ownership for quite some time, it is a far less surprising development. Both of those protests are fueled by the fact that tone-deaf ownership has driven those teams into serious financial or on-field trouble. Hopefully, MLS ownership never gets to that point.

It’s important for front offices around the country to be reminded that no supporters should be taken for granted.