Learning more about the David Beckham-Miami expansion MLS bid – and not liking it

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About once a month, we get the next IV drip of information about David Beckham and when he’ll flash his MLS discount card on an expansion franchise. Or, alternatively, someone just moves the words around and gets a few clicks out of re-circulating an old Beckham interview, without really providing any, you know, new information.

We do have a wee bit of new info today, as ESPN FC reported more about how Miami Dolphins owner Stephen Ross could potentially be involved. And this one made me scrunch up my face and groan audibly, a bit like I’d just discovered a nasty rash somewhere … down there.

Ross is co-founder of RSE Ventures, a sports marketing company. So part of his ownership interest, according to the ESPN FC report, has RSE “looking to provide marketing services to the investment group being put together by Beckham, and possibly provide a temporary stadium solution for the proposed team.”

It goes on to mention Sun Life Stadium as this temporary stadium solution.

Let me be the first to put this on the record: Blek!

There’s a lot here not to like. First, when I hear “sports marketing firm,” we’re never far from a bunch of power suited, corner office types getting together and impressing each other with “re-branding strategies” and big buckets of marketing hooey … all of which moves the entire project further away from what the bottom line business should be: opening a proper stadium, putting some good soccer on the field and selling tickets for people to watch it. At some point, it’s not that complicated.

Getting “sports marketing firms” involved just means more layers of money changing hands at high levels – not what MLS is about. I could be wrong, but I don’t recall any high-dollar sports marketing firms getting involved with the recent, game-changing MLS success stories. Places like Seattle, Portland, Toronto (back when they still drew fans) and Philadelphia grew outstanding audience numbers organically.

At Sporting Kansas City, a wildly successful re-launch was about local, committed, engaged owners and a lot of old fashioned hands-on “figuring it out.”

The other thing not to like is Sun Life Stadium. I’ve been, and it’s a fine, fine place for football. This is the place that has been, officially, named Joe Robbie Stadium, Pro Player Park, Pro Player Stadium, Dolphin Stadium, Dolphins Stadium and Land Shark Stadium. Yes, Land Shark Stadium.

On its face, I’m opposed to MLS attachment with anything ever named Land Shark Stadium. Plus, MLS has worked so hard to create stability. Meanwhile, what says “instability” like a home ground that has been under six names – including Land freakin’ Shark Stadium?

Seriously, it would be a terrible place for soccer, the next ginormous and ill-fitting Gillette Stadium or Giants Stadium waiting to happen. Hasn’t MLS covered this booby-trapped ground before? Shouldn’t we be past it? Shouldn’t we adopt an official stance of “Fool me once … and can’t get fooled again?”

I know it would be “temporary,” but if you think it’s easy to get an MLS stadium up and running, please visit the wonderful facilities that owners in New England and at D.C. United so easily created.

If this happens, and if the Miami Beckhams move into the place formerly known as Land Shark Stadium, would anybody be one bit shocked to see the club still passing, trapping and shooting there five or six years into its playing days?