New York Red Bulls Sign Thierry Henry: What the Move Means for MLS

So the latest big name world star is heading state side and already the standards are being set ridiculously high.  Can he become popular in the USA?  Can he change the culture of American Sports?  It may be worth a mention that if Henry was heading to America to change the culture of a nation—his time would be better spent in the White House than on a sports field.

Here is a novel concept for you, and a feat his signing will certainly achieve. Thierry Henry will make the MLS more enjoyable for the people who already watch the league—the league attendance for the 2009 season had an aggregate of over 3 million. 

If some guy in a sports bar on a Sunday afternoon dripping buffalo sauce down his Steelers jersey is not paying attention, that does not necessarily mean his signing has not worked.  Any American fan who states Henry will not catch on because American fans like sports where you “use your hands” need only check out Henry’s performance against Ireland that sent France to the World Cup.

Thierry Henry will also help the league in a big way in the immediate future. The American sports public paid huge attention to the World Cup—there is no denying that fact.  In fact, reports surfaced that the USA vs. England fixture attracted more TV viewers than the NBA Finals and the Stanley Cup finals did this year. 

Henry gives the MLS a powerful marketing tool to try and pull in some of these viewers to their product. The late goal scored by Landon Donovan against Algeria will also help the MLS in this regard.  As for the fact that Donovan and Henry will play in the two biggest media cities, well that is just marketing gold for Don Garber and the boys.

To truly see whether his signing works we must first decide what the reason he was signed is.  Many state that the David Beckham signing was to create media attention. Jim Rome and many talking heads said it did not work, not realizing the very fact they spent so long talking about the signing meant it had already worked.  Grant Wahl wrote an enjoyable book titled ‘The Beckham Experiment’ explaining how it didn’t work.  Again, the very fact a book was published may have achieved the goals of the league.  Despite the criticism he received, the ‘Beckham 23’ is the MLS merchandise you will see the most throughout the nation.

With regard to Henry, his signing is simply intended to elevate the level of the team he plays on.  Red Bull fans sat through a miserable 2009 season, including a 23 game winless streak on the road that stretched back to the previous season. The final record making the ugly reading of five wins, 19 losses, and six ties (5-19-6).  Under new coach Hans Backe, the Red Bulls have shown far more discipline and are a playoff contender with a record of 8-5-2.  The Red Bulls sit in second place in their Eastern Conference.

The Red Bulls currently have the league’s second leading scorer in Juan Pablo Angel (nine goals).  The only criticism leveled at the teams attack is a lack of dynamism and pace from an aging Angel.  You pair Angel with Henry, and that is a different story, isn’t it?  It could be the greatest strike pairing in MLS history, not only in name recognition, but in goals scored.

The Red Bulls are a strong defensive side with an organization and work ethic up there with any team in the league.  They play S style that involves defending with two banks of four and hitting teams on the break—a style Henry will fit perfectly. This signing could bring the franchise their first MLS Cup title.

As for the impact on the league, the reaction to Henry’s signing shows that perception of the league throughout the world has already changed.  When David Beckham signed, global shock seemed to run wild and England legend Gary Lineker accused Beckham of heading into “semi retirement”.  That has not been the case this time—Manchester United coach Alex Ferguson said “there is no doubt American soccer is improving, and starting to make an impact.  You can see that there is an improvement in the MLS.”  Ryan Giggs, one of the Greatest English Premier League players ever, also hinted at a potential move to the league.

Rather than a new dawn or watershed moment, perhaps Henry’s arrival should be viewed as another positive step on the road to success.  Anyone who doubts the league is already a success may want to consider where Henry will play his first game.  It is not in the New York Giants stadium in front of a sparse crowd.  No, it is in the Red Bull Arena, a state of the art soccer specific arena designed to seat 25,000.  There is now a strong chance of many sell outs between now and the end of the season.

Red Bull fans should enjoy the arrival of a star player.  The league should enjoy a significant signing of a world class player.  The American soccer fan should enjoy the fact that many more positive steps will surely follow on the road to success.