Henry not the solution as MLS seeks legitimacy

Soccer Betting Lines

07/22/2010 - Toronto, Canada (Sportsbook Betting Lines) - Major League Soccer has long been hoping to acquire a sense of legitimacy within the soccer world. The acquisition of players with marketing appeal has long been a tenet the league has used in order to gain such acceptance.

Thierry Henry is the latest high-profile player to be brought into the league in order to give it a better chance at such legitimacy. The problem in this philosophy, however, is that the players being brought in are long past their prime and are shadows of their former selves talent-wise, Henry fitting right into that mold.

The former Arsenal great managed only four goals for Barcelona last year, and at age 32 is in the twilight of his career. What he does bring to the New York Red Bulls and the MLS is the reputation as one of the all-time great soccer players but one only needs to look at the recent past to see how this has worked out before.

In 2007, the Los Angeles Galaxy brought in publicity magnet David Beckham in hopes of boosting the team's profile and that of soccer in North America. The long-term results have been underwhelming to say the least, with Beckham's extraordinary jersey sales numbers being the most positive aspect thus far, and his play being well below par.

Much like Beckham, Henry could provide a boom when it comes to merchandise but the likelihood of him having a lasting effect on the game in North America is a moderate one at best. A new philosophy is needed by the MLS to grow the game, and the options are vast if implemented properly.

Acquiring younger players with potential, over former stars that are over the hill, could lead to a change in the mindset about the MLS throughout the world. With players like Henry and Beckham seemingly making the MLS their final stop in their playing days, the perception of the MLS as a retirement home for former star players is growing.

The likelihood of the MLS being able to draw the likes of Lionel Messi or Cristiano Ronaldo to the league at this point are slim, but nothing stops teams in the league from searching the globe for young talented players that have yet to become established stars.

This is the model of many of the smaller soccer leagues in Europe, and allows them to be competitive while maximizing their assets when cash-laden teams from bigger leagues come calling.

To date, MLS teams have had very few players that have garnered interest across the bigger leagues such as the English Premier League, Italian Serie A and the Spanish La Liga. The most notable player to come out of the MLS and make a strong impression on the top tier in Europe is American Landon Donovan, who has seen time with Bayern Munich and Everton on loan over the last few years.

Though his stint at Bayern Munich saw mixed results, his stint at Everton was much more successful and that, perhaps more than the Beckham signing, made people take note that the MLS does indeed have some world-class players in their midst.

With such success outside the MLS, the league should be branding Donovan as its poster boy, and not the likes of Beckham or the incoming Henry. Though Donovan was originally discovered by Bayer Leverkusen in Germany, he has played the majority of his career in the MLS with San Jose and Los Angeles, as a key contributor to both teams success.

Donovan was only 19 when he made his debut, and the model by which he became a star in the MLS, and a widely-known soccer player, should be used more often in the league to give it the legitimacy it so desperately needs at this point in its existence.

Though not having reached the success of Donovan as of yet, fellow American national team member Jozy Altidore possesses a vast amount of skill that was first honed with the Red Bulls. He has yet to leave his mark in Europe after being sold to Villarreal, but provides yet another example of a young player groomed for success. At only 20, should Altidore return to the MLS in the near future, he could become the long-term heir apparent to Donovan on the North American soccer scene.

The signing of Thierry Henry by the Red Bulls seems to be an attempt at a short-term solution to a long-term problem. Trying to capitalize on the fading star of a recognizable player is nothing new to the MLS, though succeeding with that approach is foreign territory.

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SPORTS BETTING - Tennis is an underrated and under-utilized bettors' sport.

Ten years ago, at just about this time, I called Alan Boston in Vegas and left him a voicemail that went something like this (abridged version): "Hey Alan, Chad Millman from ESPN The Magazine calling. I want to do a book about wise guys, you in?"

A couple weeks later I got a message back (abridged version): "I don't know, maybe," Boston said. "Call me and we'll talk about it. But not later today. I got $1,000 on Andre Agassi to win the French Open at 40-1, and he's in the finals."

Here's what happened next (abridged version): Agassi won his tourney. Boston won his $40,000. I wrote sportsbook.

In the ten years since, how much has been wagered on the big-time tennis events? Put it this way: The Nevada Gaming Commission doesn't even track the number year by year because it's so small.

"Tennis makes up about one-tenth of one percent of our take," says Lucky's bookmaking boss Jimmy Vaccaro. "The last big golf major we probably had $100,000 worth of bets. In tennis, we might have written two big tickets."

Tennis' lack of popularity amongst the American bettoratti is no surprise, really. For starters, the biggest sports betting holidays -- the Super Bowl, the NCAA tourney -- are must see TV. People, at least the degenerates I know, plan vacations around watching those events in Vegas sports books.

But Wimbledon? Doesn't exactly reel in the whales. "Seriously, it's the nuts as an event," says Boston. "But who even knows when it's on?"

Here's another reason that helps explain why golf gets traction, something I call "The Bubbe Theory." My Bubbe is pushing 95 and has cataracts so bad that, to her, even the most crystalline Chicago day is mostly cloudy. But she still listens to the Cubs games, and she still calls me in a fit if she disagrees with something Rick Telander writes in the Chicago Sun Times. She's a sports fan. If she doesn't know you, you're just filling a niche. And niche players, even historically good ones like Roger and Raf, don't drive betting volume. Only the highest profile names attract square money, which inflates wagering totals like a shot of saline to the lips. Bubbe, and the public, loved Agassi, tennis' last cross-the-rubicon, mainstream draw. She also has a crush on Tiger. She's given me standing orders to put a sawbuck on the big cat whenever I walk through a sports book (or mistakenly tap into one via my Internet machine.) That explains why the Masters is getting $100K in action at some books while the four tennis majors might not get that combined this year.

This isn't a case of tennis being a difficult sport to bet. In fact, in Europe, it's probably the second most popular sport for gambling after soccer. Granted, as the WSJ football betting last week and The Mag's Shaun Assael examined in even greater depth last year, that might be because gamblers across the pond see it as an easy game to fix. But it could also be because, over there it holds the kind of sway the big two do over here.

Street corners in Spain are peppered with public courts and kids doing their best Raffy impressions. In some war torn parts of Eastern Europe poverty-stricken kids view tennis as an escape route, like football or basketball here. A couple years ago The Mag's Lindsay Berra wrote a great piece about Belgrade's Jelena Jankovic, Ana Ivanovic and Novak Djokovic. They learned the game as kids while bombs were raining down on their homeland. They practiced in drained swimming pools. Not exactly Nick Bolletierri conditions.

In the United States, casual fans think tennis is played four times a year. But on the tightly packed European continent, national interest in homegrown talent runs deep every weekend. Of the ATP's current top 20 players, only two, tennis betting and James Blake, are American. Fourteen are from Europe, representing six different countries.

No wonder fans from Lisbon to Bhudapest get jacked up for the net game, whether it's Wimbledon or a low-level tourney like the Estoril Open in Portugal (congrats to Spain's Albert Montanes for winning that one, btw). Chances are good that someone representing their flag will not only be playing, but have a shot at winning.

And that's all any bettor can ask for.

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