Saturday, March 04, 2006
Dynamite in Texas and Blowing Up The Metro Stars
It's been a bad spring for the MLS public relations department. First, Houston 1836 is forced to change its brand new team name. The Houston Dynamo are introduced today (so long 1836!) after the league realized that its Mexican fan base in Texas is incensed by the reference to a year that brought its ancestors much bloodshed...and a losing war. Someone didn't do their homework at corporate headquarters. Even though Houston 1836 was the most popular choice in a fan poll, the question was never asked if it would offend those who didn't vote for the name. Close communications with the Hispanic community would have undoubtedly brought up such a discussion.
Now comes word out of New York that the MLS graphic design department will have to get busy again, this time with a new Red Bull themed logo. Multiple sources are reporting the energy drink company will purchase the MetroStars before the season's start and rebrand the team after its flagship product. As woeful as the MetroStars history has been, the league will have a tough time selling a corporate team name to the New York media and to soccer fans everywhere in the U.S.
It will be interesting to follow the details of Red Bull's efforts in New York. Whether they are successful or not, it will bring about much discussion about the ability to sell a team's name to the highest bidder. The Anaheim Mighty Ducks have already found out that hasn't worked so well... (Bostrom)
