John Guppy

Watch this space: Is MLS about to add Mexican Star Power?

Major League Soccer recently announced a new player investment mechanic that provides an increased ability for Teams to attract/retain top talent over and above basic salary cap levels.  The announcement coincided with widespread rumors that Mexican National Team stars, Javier “Chicharito” Hernandez, and more directly, Giovani Dos Santos, are in conversations to join MLS Teams.

Dos Santos joining MLS would be a big deal. The 26-year old forward is unquestionably one of the most popular and dynamic members of the Mexican National Team.  His talent would raise the quality and entertainment levels of MLS and his nationality would be a direct boast for Mexican fan interest in the League.

During 2007/8 I was fortunate to run the Chicago Fire during the Cuauhtemoc Blanco era.  I can attest personally to the impact a legitimate Mexican star can have on interest and engagement with a passionate Mexican fanbase.  The value of this connection was recognized by the corporate community and sponsorship investment and activation levels saw an immediate impact.  Should Gio sign with the LA Galaxy, I would expect the same.  Watch this space.

Categories: Domestic, Hispanic Marketing, Major League Soccer, Mexican National Team