MLS: How Do They Convince Stars to Play in Small Cities?

Vancouver, the new soccer capital? MLS teams seduce international stars

With a large number of renowned football cities around the world, boasting elite clubs, it’s no easy task to convince high-profile players to join your ranks, especially in North America. The mid-sized and small markets of MLS in the United States and Canada face this challenge. Miami, New York, and Los Angeles have a clear advantage in attracting figures like Lionel Messi, Thierry Henry, and David Beckham. These teams have always been successful in convincing renowned stars to wear their colors. But, what about the rest of the teams? On-field sporting factors are crucial for clubs in smaller markets when presenting their proposal. Adapting to a new environment is a challenge, even for elite athletes, who seek a successful transition. Vancouver Whitecaps caused a sensation by convincing Bayern Munich legend Thomas Müller to join their ranks. According to Whitecaps sporting director Axel Schuster, more than 80% of the conversation with the world champion focused on the style of play, the position on the field, the player’s adaptation and how to help him perform at his best. But that’s only one part of the equation. Factors off the field, such as the city’s lifestyle, the weather, training facilities, and personal branding, also influence a soccer star’s decision to join an MLS team.

• Key Factors: Playing style, position on the field, and adaptation.

• Attractiveness: Lifestyle, climate, facilities, and personal brand.

We take an in-depth look at the strategies of mid-market and small clubs, through interviews with key people from MLS.

“Sunny Blue Skies”: The Charm of the City and Facilities

Schuster highlighted that Müller was mainly convinced by the Whitecaps’ sporting project, emphasizing a 45-minute tactical conversation with the club’s coach. However, the scenic environment also plays an important role, especially for other signings.

“We are Vancouver, we have mountains and Pacific beaches. We always say: don’t ask us, don’t listen to us, just Google the 10 most livable cities in the world… Vancouver appears”.

Axel Schuster, Whitecaps Sporting Director

On the coast of California, the newly created San Diego FC is having similar conversations. They have a $150 million training facility in an idyllic valley dotted with palm trees.

“You have sunny blue skies, you’re surrounded by mountains,” said Sporting Director Tyler Heaps about the club’s picturesque facilities. “You also have incredible fields.”

Tyler Heaps, Sporting Director San Diego FC

The club’s border location was key to attracting a megastar like Hirving Lozano, who returned to his country after a long career in Europe.

“We are very close to Mexico. That was also a great attraction for him and his family, bringing him closer to home after a long period in Europe”.

Tyler Heaps, San Diego FC Sporting Director

For Anders Dreyer, another designated player and member of one of the league’s most effective attacks, the connection with other Danish players who had already signed for San Diego was used, as well as knowledge of how the club played through the Danish club FC Nordsjælland.

Unlike in Europe, the extreme could also relax after a bad game.

“Anders was at Anderlecht, where if you lose a game, you can’t go out that night because the fans are very passionate,” said Heaps. “I don’t want to say that ours aren’t, but I think the American culture is a little different. I think he can live his life the way he wants, so his family feels safe. He feels safe. He can do normal things.”

Tyler Heaps, San Diego FC Sporting Director

If those players want to return to Europe for a quick visit, East Coast teams, such as Charlotte FC in North Carolina, have no problem facilitating the trip.

“They’re still surprised at how big the [Charlotte] airport is, and therefore flights to London, Paris, Milan and Madrid are direct,” said Charlotte’s general manager, Zoran Krneta.

Zoran Krneta, General Manager Charlotte FC

From Old Trafford to Kansas City: The Sporting Project and Personal Brand

Cristiano Ronaldo, winner of five Ballon d’Ors and top scorer of the UEFA Champions League, was close to joining Sporting Kansas City in 2023.

“Ronaldo’s performance was, obviously, completely in its own stratosphere,” said Peter Vermes, former coach of Sporting Kansas City.

Peter Vermes, Former Coach Sporting Kansas City

In addition to contract negotiations, the lifestyle in Kansas City, discussions about the style of play and the club’s infrastructure, “jersey sales” and “sponsorship deals” were also discussed. In Ronaldo’s case, personal branding is crucial, given that he is the most followed person on Instagram and has promoted products ranging from colognes to automotive lubricants.

“David Beckham is a perfect example. David Beckham came to the United States, I don’t want to speak for him, but from what I understand, he came because it was about building his North American brand… it has a lot to do with your brand even when you’re done playing”.

Peter Vermes, Former Sporting Kansas City Coach

Doing it in Los Angeles is one thing, but doing the same in Kansas City? It’s not such a simple process. However, Vermes highlighted the opportunities that travel provided for players to get to know other cities, as well as the tranquility of Kansas City.

“You’ll have a great life outside of football here because people really respect your time and when you’re in the community. It’s a small and big city,” said the former coach. “A lot of times we play on Saturdays and if you want to stay on Sunday, we have Monday off. You can stay those two days in that city and have your family fly in… you don’t have to live there and deal with the traffic.”

Peter Vermes, Former Sporting Kansas City Coach

A proposal was made to Ronaldo, with two initial conversations that led to “probably another three” as discussions intensified. Finally, the Portuguese international did not join MLS, but signed for Al Nassr of the Saudi League, where he continues to play. Vermes stated that the easiest part was the presentation of the sports project, but off the field, it was more difficult when “many players want to be in New York or California… with Miami”.

Cutting-edge facilities and career extension

Having an impressive workspace and facilities can be a deciding factor. Alan Pulido, Sporting KC’s 2020 Offensive Player of the Year and MLS Comeback Player of the Year in 2023, was immediately impressed by what the club offered.

“He liked how competitive we were. He liked, he saw the environment and… the facilities, he was impressed,” Vermes said about the former Mexican international. “[The training center] was new, it opened in ’18… he was excited about that.”

Peter Vermes, Former Sporting Kansas City Coach

San Diego also has modern infrastructure. Heaps has praised the facilities he has visited throughout the country.

“I was fortunate enough to be able to see most of the MLS games with the national team. What I can say, having worked in Europe, is that these are state-of-the-art and I think that’s a big attraction for these players. They come here and work every day”.

Tyler Heaps, San Diego FC Sporting Director

There is a possibility to extend their sporting careers.

Even though MLS is still trying to shed the reputation of a “retirement league”, there are undeniable reasons why many clubs continue to incorporate veterans who can make an impact on and off the field.

“He was pleasantly surprised by the level,” Krneta said of Wilfried Zaha’s arrival in the league. “He didn’t expect MLS to be so good. I mean, it’s much better than he expected.” Schuster, from Vancouver, agrees.

“The positive development of MLS in the last 10 years, or in the last five and a half years since I’ve been here, is that we have become a league that a player like Thomas [Müller], [Son [Heung-Min], Messi, [[Emil] Forsberg, for example, sees as a good platform to extend his career and play a little more at a good competitive level”, said the sporting director. “That’s the great thing. Thomas was looking for a place where he could compete”.

Axel Schuster, Whitecaps Sporting Director

Focus on Football: The Sports Project as Key

Ultimately, what happens on the field is the most important thing. Schuster doesn’t want the Canadian environment to be a distraction for his players.

“If someone comes just to enjoy Vancouver, which is, as you know, one of the most beautiful and best cities in the world, then it could become a first step out of the race to enjoy life and travel the world,” he said. “That’s not what we want, and that’s not what Thomas wants either.”

Axel Schuster, Whitecaps Sporting Director

Schuster was clear in pointing out that, if it weren’t for the recent progress of the Whitecaps’ project, which earned them a place in the final of this year’s Concacaf Champions Cup, their current position in second place in the Western Conference and an attractive style of play, Müller probably would not have signed his latest contract.

“Actually, he investigated,” said the Whitecaps office executive. “Two or three years ago, he would never have chosen Vancouver.”

Axel Schuster, Whitecaps Sporting Director

San Diego, which is one spot ahead in the Western Conference, also feels the same about its approach to the sport that could attract the next key players.

“The style of play, I think that’s also something we rely on a lot when recruiting these players, is that we want to play in an attractive way. We want to score goals… we said all that in words to both [Lozano and Dreyer], but now we’ve also shown it,” said Heaps.

Tyler Heaps, San Diego FC Sporting Director

It is also important to recognize that these agreements are not simply unilateral. With Vancouver, who were defeated by Cruz Azul in the Concacaf Champions Cup final in June and eliminated by LAFC in the first round of last year’s MLS Cup playoffs, Müller represents the missing link.

“You can be the last piece of the puzzle,” Schuster said about talking to the German offensive midfielder. “To go further and compete for more.”

Axel Schuster, Whitecaps Sporting Director

Transfers like these, from the best clubs in the world and also to them through outgoing transfers, attract more attention to MLS. As the league seeks to continue its much-needed growth, it will depend on non-primary markets to help support the evolution of MLS. And, of course, it’s possible that certain soccer cities in North America are not London, Paris, or Madrid, but with time, they could be on their way.

“I mean, let’s be realistic, people don’t really know about Charlotte in Europe,” Krneta said. “But the players are learning it now.”

Zoran Krneta, General Manager Charlotte FC