* Chevrolet name to adorn Man Utd shirts from 2014

* Global (Chicago Options: ^RJSGTRUSD – news) appeal sends value soaring to record level

* U.S. sports could break taboo and adopt logos

By Keith Weir

LONDON, Aug 3 (Reuters) – Manchester United’s record deal to
put the Chevrolet brand on its famous red shirts underlines the
marketing power of the English Premier League which already
commands the most lucrative TV contracts in world soccer.

Carrying a sponsor name is a highly effective if unsubtle
form of marketing that has been a feature of European soccer
since the 1970s. However, United (Toronto: UNC.TO – news) ‘s deal with General Motors (NYSE: GM – news)
is certain to drive up the sums other top European clubs
demand for turning their players into moving billboards.

It will also influence a debate in the United States where
NBA (National Basketball Association) teams are already looking
at whether to allow logos on their players’ vests in what would
be a first for the biggest sports on the other side of the
Atlantic (Stuttgart: A0J3C9 – news) .

United, owned by the American Glazer family and planning to
list on the New York Stock Exchange this month, have been
English champions a record 19 times and claim to have 659
million followers globally – more than any other club.

“Manchester United, as the world’s biggest brand in the
world’s most popular sport, is going to be an attractive
proposition,” said Austin Houlihan of business services group
Deloitte.

Having your name displayed on a team shirt gives sponsors
90 minutes of guaranteed exposure in matches that attract huge
global audiences at time when large parts of the media have
fragmented into niche markets.

“There is a much more valuable proposition being inside the
programme on team shirts than advertising around it when viewers
can tune out,” said Danny Townsend, President for EMEA and South
Asia at Repucom, the sports brand analysis company.

United and GM have not confirmed the value of a deal which
will see Chevrolet replace U.S. insurance broker Aon (Xetra: 865852 – news) as
the brand on United shirts from 2014 under a seven-year
agreement.

However, sources have told Reuters the deal will cost GM
$60-70 million each year, plus a $100 million activation fee,
taking its total value to nearly $600 million.

Spain’s Barcelona currently enjoy the most lucrative shirt
sponsorship in the world game, receiving 30 million euros ($36.5
million) each year from the Qatar Foundation, promoting the
Gulf nation that will host the 2022 World Cup.

The increase in commercial income is particularly welcome
when leading clubs are under pressure to ensure they avoid
financial losses under new licensing rules introduced by
European soccer’s ruling body.

DOUBLING UP

English soccer’s Premier League is screened in more than 200
countries. TV rights for foreign markets are worth almost 1.4
billion pounds under a set of three-year deals to be
renegotiated in coming months.

That figure looks certain to climb and already outstrips
what other European leagues earn overseas, creating a virtuous
circle for English clubs.

“The brilliance of the Premier League’s global TV
distribution deals are they give the clubs more money in direct
revenue and more leverage from a sponsorship point of view,”
said Townsend.

Total (Other OTC: TTFNF.PK – news) revenue for Premier League shirt sponsorship last
season was around 130.5 million euros ($158.68 million) from 20
clubs, according to data from Sport+Markt. The next highest was
Germany’s top-flight Bundesliga on 119.1 million euros.

A number of English Premier League owners also run U.S.
sports franchises. The Glazers have the Tampa Bay Buccaneers in
the NFL (National Football League), while the Fenway Group own
Liverpool FC and baseball’s Boston Red Sox.

Commentators said they believe mainstream American sport
would ultimately follow the European model and tap into shirt
sponsorship. Major League Soccer, the new kid on the block,
already has done.

“It’s only a matter of time before this happens in U.S.
sport,” said Simon Chadwick, professor of sports business at
Coventry University in central England.

One hurdle was the way the finances of U.S. sport are often
centrally controlled to maintain an even competition.

“The issue is how will they will manage this. How will
revenues be distributed? But I don’t see how they can resist
this,” Chadwick said.

(Additional reporting by Ben Klayman in Detroit; Editing by
Jane Merriman,

AP PhotoMLS All Stars’ Dwayne De Rosario, center, of D.C. United, holds the trophy with teammates after defeating Chelsea FC 3-2 in soccer’s MLS All-Star game, Wednesday, July 25, 2012, in Chester, Pa.On Wednesday night, Major League Soccer held it’s 17th All-Star Game
at PPL Park just outside of Philadelphia. A record crowd, and a TV
audience on ESPN, saw the MLS
All-Stars defeat the reigning European champions, Chelsea FC 3-2.
As I watched, I heard former U.S. international and ESPN analyst
Taylor Twellman say this was the best All-Star format in American sports.
I thought about it and had a hard time disagreeing.

A few years ago, debating which All Star Game was the best was no
chore at all. Few would argue that Major League Baseball has stood
alone as the only major sport worth tuning in to. While there are
pitching changes every inning or so and the winner of the glorified
exhibition game, unfortunately, decides home field advantage in the
World Series, the game itself doesn’t change much. Gone are the days
of Pete Rose barreling into Ray Fosse at home plate but for the most
part, the game is the same. Pitchers still throw hard and players
can still play the game hard and play solid defense, unlike in the
NHL, NBA and NFL All-Star Games.

However, as much as I enjoy baseball’s Midsummer Classic, in recent
years, Major League Soccer has overtaken them on my All-Star Game
priority list.

Full disclosure: I am a fan of all sports (with the exception of
NASCAR — and not for lack of trying). While I’ve spent a lot of my
career broadcasting and writing about soccer, I get just as excited
about an intriguing NBA or NHL game as I do about an MLS or European
soccer game. (e.g. I skipped the Roma vs. Liverpool Fenway Park
friendly in favor of watching the Tigers/Indians game on Wednesday)

Side note for non-soccer fans: MLS launched in 1996 and has grown to
19 teams, and is stronger than ever. Last year, the league surpassed
the NHL and the NBA in league-wide average attendance (granted, MLS
stadiums are bigger than NHL and NBA arenas, but still…). TV
audiences are slowly growing and a recent
study by ESPN shows the sport’s popularity is expected to
continue to grow as kids from this generation are growing up with a
professional soccer league here in the U.S. and more soccer on TV
than ever before. (Who would have thought 20 years ago a major
network like Fox would show a live regular season English Premier
League game?)

AP PhotoChelsea FC’s Romelu Lukaku, right, drives the ball past MLS All-Stars’ Carlos Valdes during the second half of soccer’s MLS All-Star game.Since MLS doesn’t have a long history to draw from, the format has
changed a few times, starting with East vs. West, dabbling in the
USA vs. the World during the 1998 World Cup year and then having the
All-Stars face off with outside opponents like the U.S. National
Team (2002) and Mexico’s C.D. Guadalajara (2003). After one last
East/West battle in 2004, the league decided to go back to finding
an opponent to come in to play the best of MLS and the format has
remained since.

Beginning in 2005, when U.S. internationals Brian McBride and Carlos
Bocanegra brought middle-of-the-table English Premier League side
Fulham FC to Columbus to play the All-Stars, the league has made it
their goal to put the league’s best players on the field against
some of the world’s best teams, or at the very least, against teams
from some of the world’s best leagues.

Celtic (Scotland), West Ham United (England), Everton (England), and
Manchester United (twice) have all taken part and this year, Chelsea
FC, made their second appearance in the annual exhibition game. The attendance and interest for the All-Star Game continues to grow and if TV ratings are any indication, the current format looks to remain in place. 

Here are the reasons why the MLS All-Star Game is superior:

A ROOTING INTEREST: US AGAINST THE WORLD

AP File PhotoSure, you’re (probably) not a fan of LeBron James, but you’re cheering for the USA at the Olympics, right? I thought so. One of the great things about international play in any sport
(Olympics, Ryder Cup, World Cup etc.) is that everyone comes
together for one common cause. Sure, a lot of people don’t like
LeBron James, but when he puts on those red, white and blue colors
at the Olympics, he’s representing our country and (most people) put
their hatred of the Miami Heat aside for a few games and cheer for
the good ‘ole USA.

The MLS All-Star Game does the same thing. MLS fans, no matter what
team they support, and casual fans, can all get behind the MLS
All-Star team in an “us against the world” situation. Soccer isn’t
king in the United States like it is in most other countries, and
since the league is relatively new, Major League Soccer has always
been the underdog when it comes to soccer.

The NBA, NHL, NFL and MLB don’t have any real competition with any
foreign league, but MLS does in a big way. The league is constantly
trying to prove itself to the rest of the world and to “soccer
snobs” here in the U.S. What better way to do that than to play
against some of the best teams in the world or against a team from
one of the powerhouse leagues? It seems like even the casual sports
fan could get behind the underdog U.S. league playing against a
foreign power from another country.

COMPETITIVE GAME

There is a lot of pride at stake when it comes to the MLS All-Star
Game, which makes the games competitive. The foreign club doesn’t
want to lose to the “inferior” American team, and the MLS players
want to prove they belong on the same field as some of the world’s
elite. Some players see this as a way to get the attention of some
overseas clubs.

AP File PhotoManchester United goal keeper Edwin van der Sar signs autographs following a training session for the 2010 MLS All-Star Game. A record 70,728 fans watched Manchester United defeat the MLS All-Stars 5-2 at Reliant Stadium in Houston, Texas.
Gone are the days of the 9-4 East vs. West-style contests where even
an NFL Pro Bowl participant would be ashamed of the defensive
display. The games are still relatively high scoring and
entertaining (only three of the 10 MLS vs. opponent games have
failed to surpass two total goals.), and while defenders aren’t
going in with studs-up tackles, they also don’t want to get beat, so
there is a real effort on the defensive end.

NOT THE SAME OLE, SAME OLE

In the other sports, it’s almost always the same. East vs. West, US
vs. World, AL vs. NL. The NHL had their “pick teams” approach and
that was interesting, but for the most part, it’s the same ole, same
ole.

For MLS, aside from Manchester United and Chelsea, who have both
been the opponent for the All-Star Game twice, it’s a different team
every year. This gives MLS fans a chance to see the players they
voted for face off against new teams and new superstars. Variety is
the spice of life.

AP PhotoMLS All Stars’ Dwayne De Rosario, center, of D.C. United, holds the trophy with teammates after defeating Chelsea FC 3-2 in soccer’s MLS All-Star game, Wednesday, July 25, 2012, in Chester, Pa.On Wednesday night, Major League Soccer held it’s 17th All-Star Game
at PPL Park just outside of Philadelphia. A record crowd, and a TV
audience on ESPN, saw the MLS
All-Stars defeat the reigning European champions, Chelsea FC 3-2.
As I watched, I heard former U.S. international and ESPN analyst
Taylor Twellman say this was the best All-Star format in American sports.
I thought about it and had a hard time disagreeing.

A few years ago, debating which All Star Game was the best was no
chore at all. Few would argue that Major League Baseball has stood
alone as the only major sport worth tuning in to. While there are
pitching changes every inning or so and the winner of the glorified
exhibition game, unfortunately, decides home field advantage in the
World Series, the game itself doesn’t change much. Gone are the days
of Pete Rose barreling into Ray Fosse at home plate but for the most
part, the game is the same. Pitchers still throw hard and players
can still play the game hard and play solid defense, unlike in the
NHL, NBA and NFL All-Star Games.

However, as much as I enjoy baseball’s Midsummer Classic, in recent
years, Major League Soccer has overtaken them on my All-Star Game
priority list.

Full disclosure: I am a fan of all sports (with the exception of
NASCAR — and not for lack of trying). While I’ve spent a lot of my
career broadcasting and writing about soccer, I get just as excited
about an intriguing NBA or NHL game as I do about an MLS or European
soccer game. (e.g. I skipped the Roma vs. Liverpool Fenway Park
friendly in favor of watching the Tigers/Indians game on Wednesday)

Side note for non-soccer fans: MLS launched in 1996 and has grown to
19 teams, and is stronger than ever. Last year, the league surpassed
the NHL and the NBA in league-wide average attendance (granted, MLS
stadiums are bigger than NHL and NBA arenas, but still…). TV
audiences are slowly growing and a recent
study by ESPN shows the sport’s popularity is expected to
continue to grow as kids from this generation are growing up with a
professional soccer league here in the U.S. and more soccer on TV
than ever before. (Who would have thought 20 years ago a major
network like Fox would show a live regular season English Premier
League game?)

AP PhotoChelsea FC’s Romelu Lukaku, right, drives the ball past MLS All-Stars’ Carlos Valdes during the second half of soccer’s MLS All-Star game.Since MLS doesn’t have a long history to draw from, the format has
changed a few times, starting with East vs. West, dabbling in the
USA vs. the World during the 1998 World Cup year and then having the
All-Stars face off with outside opponents like the U.S. National
Team (2002) and Mexico’s C.D. Guadalajara (2003). After one last
East/West battle in 2004, the league decided to go back to finding
an opponent to come in to play the best of MLS and the format has
remained since.

Beginning in 2005, when U.S. internationals Brian McBride and Carlos
Bocanegra brought middle-of-the-table English Premier League side
Fulham FC to Columbus to play the All-Stars, the league has made it
their goal to put the league’s best players on the field against
some of the world’s best teams, or at the very least, against teams
from some of the world’s best leagues.

Celtic (Scotland), West Ham United (England), Everton (England), and
Manchester United (twice) have all taken part and this year, Chelsea
FC, made their second appearance in the annual exhibition game. The attendance and interest for the All-Star Game continues to grow and if TV ratings are any indication, the current format looks to remain in place. 

Here are the reasons why the MLS All-Star Game is superior:

A ROOTING INTEREST: US AGAINST THE WORLD

AP File PhotoSure, you’re (probably) not a fan of LeBron James, but you’re cheering for the USA at the Olympics, right? I thought so. One of the great things about international play in any sport
(Olympics, Ryder Cup, World Cup etc.) is that everyone comes
together for one common cause. Sure, a lot of people don’t like
LeBron James, but when he puts on those red, white and blue colors
at the Olympics, he’s representing our country and (most people) put
their hatred of the Miami Heat aside for a few games and cheer for
the good ‘ole USA.

The MLS All-Star Game does the same thing. MLS fans, no matter what
team they support, and casual fans, can all get behind the MLS
All-Star team in an “us against the world” situation. Soccer isn’t
king in the United States like it is in most other countries, and
since the league is relatively new, Major League Soccer has always
been the underdog when it comes to soccer.

The NBA, NHL, NFL and MLB don’t have any real competition with any
foreign league, but MLS does in a big way. The league is constantly
trying to prove itself to the rest of the world and to “soccer
snobs” here in the U.S. What better way to do that than to play
against some of the best teams in the world or against a team from
one of the powerhouse leagues? It seems like even the casual sports
fan could get behind the underdog U.S. league playing against a
foreign power from another country.

COMPETITIVE GAME

There is a lot of pride at stake when it comes to the MLS All-Star
Game, which makes the games competitive. The foreign club doesn’t
want to lose to the “inferior” American team, and the MLS players
want to prove they belong on the same field as some of the world’s
elite. Some players see this as a way to get the attention of some
overseas clubs.

AP File PhotoManchester United goal keeper Edwin van der Sar signs autographs following a training session for the 2010 MLS All-Star Game. A record 70,728 fans watched Manchester United defeat the MLS All-Stars 5-2 at Reliant Stadium in Houston, Texas.
Gone are the days of the 9-4 East vs. West-style contests where even
an NFL Pro Bowl participant would be ashamed of the defensive
display. The games are still relatively high scoring and
entertaining (only three of the 10 MLS vs. opponent games have
failed to surpass two total goals.), and while defenders aren’t
going in with studs-up tackles, they also don’t want to get beat, so
there is a real effort on the defensive end.

NOT THE SAME OLE, SAME OLE

In the other sports, it’s almost always the same. East vs. West, US
vs. World, AL vs. NL. The NHL had their “pick teams” approach and
that was interesting, but for the most part, it’s the same ole, same
ole.

For MLS, aside from Manchester United and Chelsea, who have both
been the opponent for the All-Star Game twice, it’s a different team
every year. This gives MLS fans a chance to see the players they
voted for face off against new teams and new superstars. Variety is
the spice of life.

AP PhotoMLS All Stars’ Dwayne De Rosario, center, of D.C. United, holds the trophy with teammates after defeating Chelsea FC 3-2 in soccer’s MLS All-Star game, Wednesday, July 25, 2012, in Chester, Pa.On Wednesday night, Major League Soccer held it’s 17th All-Star Game
at PPL Park just outside of Philadelphia. A record crowd, and a TV
audience on ESPN, saw the MLS
All-Stars defeat the reigning European champions, Chelsea FC 3-2.
As I watched, I heard former U.S. international and ESPN analyst
Taylor Twellman say this was the best All-Star format in American sports.
I thought about it and had a hard time disagreeing.

A few years ago, debating which All Star Game was the best was no
chore at all. Few would argue that Major League Baseball has stood
alone as the only major sport worth tuning in to. While there are
pitching changes every inning or so and the winner of the glorified
exhibition game, unfortunately, decides home field advantage in the
World Series, the game itself doesn’t change much. Gone are the days
of Pete Rose barreling into Ray Fosse at home plate but for the most
part, the game is the same. Pitchers still throw hard and players
can still play the game hard and play solid defense, unlike in the
NHL, NBA and NFL All-Star Games.

However, as much as I enjoy baseball’s Midsummer Classic, in recent
years, Major League Soccer has overtaken them on my All-Star Game
priority list.

Full disclosure: I am a fan of all sports (with the exception of
NASCAR — and not for lack of trying). While I’ve spent a lot of my
career broadcasting and writing about soccer, I get just as excited
about an intriguing NBA or NHL game as I do about an MLS or European
soccer game. (e.g. I skipped the Roma vs. Liverpool Fenway Park
friendly in favor of watching the Tigers/Indians game on Wednesday)

Side note for non-soccer fans: MLS launched in 1996 and has grown to
19 teams, and is stronger than ever. Last year, the league surpassed
the NHL and the NBA in league-wide average attendance (granted, MLS
stadiums are bigger than NHL and NBA arenas, but still…). TV
audiences are slowly growing and a recent
study by ESPN shows the sport’s popularity is expected to
continue to grow as kids from this generation are growing up with a
professional soccer league here in the U.S. and more soccer on TV
than ever before. (Who would have thought 20 years ago a major
network like Fox would show a live regular season English Premier
League game?)

AP PhotoChelsea FC’s Romelu Lukaku, right, drives the ball past MLS All-Stars’ Carlos Valdes during the second half of soccer’s MLS All-Star game.Since MLS doesn’t have a long history to draw from, the format has
changed a few times, starting with East vs. West, dabbling in the
USA vs. the World during the 1998 World Cup year and then having the
All-Stars face off with outside opponents like the U.S. National
Team (2002) and Mexico’s C.D. Guadalajara (2003). After one last
East/West battle in 2004, the league decided to go back to finding
an opponent to come in to play the best of MLS and the format has
remained since.

Beginning in 2005, when U.S. internationals Brian McBride and Carlos
Bocanegra brought middle-of-the-table English Premier League side
Fulham FC to Columbus to play the All-Stars, the league has made it
their goal to put the league’s best players on the field against
some of the world’s best teams, or at the very least, against teams
from some of the world’s best leagues.

Celtic (Scotland), West Ham United (England), Everton (England), and
Manchester United (twice) have all taken part and this year, Chelsea
FC, made their second appearance in the annual exhibition game. The attendance and interest for the All-Star Game continues to grow and if TV ratings are any indication, the current format looks to remain in place. 

Here are the reasons why the MLS All-Star Game is superior:

A ROOTING INTEREST: US AGAINST THE WORLD

AP File PhotoSure, you’re (probably) not a fan of LeBron James, but you’re cheering for the USA at the Olympics, right? I thought so. One of the great things about international play in any sport
(Olympics, Ryder Cup, World Cup etc.) is that everyone comes
together for one common cause. Sure, a lot of people don’t like
LeBron James, but when he puts on those red, white and blue colors
at the Olympics, he’s representing our country and (most people) put
their hatred of the Miami Heat aside for a few games and cheer for
the good ‘ole USA.

The MLS All-Star Game does the same thing. MLS fans, no matter what
team they support, and casual fans, can all get behind the MLS
All-Star team in an “us against the world” situation. Soccer isn’t
king in the United States like it is in most other countries, and
since the league is relatively new, Major League Soccer has always
been the underdog when it comes to soccer.

The NBA, NHL, NFL and MLB don’t have any real competition with any
foreign league, but MLS does in a big way. The league is constantly
trying to prove itself to the rest of the world and to “soccer
snobs” here in the U.S. What better way to do that than to play
against some of the best teams in the world or against a team from
one of the powerhouse leagues? It seems like even the casual sports
fan could get behind the underdog U.S. league playing against a
foreign power from another country.

COMPETITIVE GAME

There is a lot of pride at stake when it comes to the MLS All-Star
Game, which makes the games competitive. The foreign club doesn’t
want to lose to the “inferior” American team, and the MLS players
want to prove they belong on the same field as some of the world’s
elite. Some players see this as a way to get the attention of some
overseas clubs.

AP File PhotoManchester United goal keeper Edwin van der Sar signs autographs following a training session for the 2010 MLS All-Star Game. A record 70,728 fans watched Manchester United defeat the MLS All-Stars 5-2 at Reliant Stadium in Houston, Texas.
Gone are the days of the 9-4 East vs. West-style contests where even
an NFL Pro Bowl participant would be ashamed of the defensive
display. The games are still relatively high scoring and
entertaining (only three of the 10 MLS vs. opponent games have
failed to surpass two total goals.), and while defenders aren’t
going in with studs-up tackles, they also don’t want to get beat, so
there is a real effort on the defensive end.

NOT THE SAME OLE, SAME OLE

In the other sports, it’s almost always the same. East vs. West, US
vs. World, AL vs. NL. The NHL had their “pick teams” approach and
that was interesting, but for the most part, it’s the same ole, same
ole.

For MLS, aside from Manchester United and Chelsea, who have both
been the opponent for the All-Star Game twice, it’s a different team
every year. This gives MLS fans a chance to see the players they
voted for face off against new teams and new superstars. Variety is
the spice of life.

AP PhotoMLS All Stars’ Dwayne De Rosario, center, of D.C. United, holds the trophy with teammates after defeating Chelsea FC 3-2 in soccer’s MLS All-Star game, Wednesday, July 25, 2012, in Chester, Pa.On Wednesday night, Major League Soccer held it’s 17th All-Star Game
at PPL Park just outside of Philadelphia. A record crowd, and a TV
audience on ESPN, saw the MLS
All-Stars defeat the reigning European champions, Chelsea FC 3-2.
As I watched, I heard former U.S. international and ESPN analyst
Taylor Twellman say this was the best All-Star format in American sports.
I thought about it and had a hard time disagreeing.

A few years ago, debating which All Star Game was the best was no
chore at all. Few would argue that Major League Baseball has stood
alone as the only major sport worth tuning in to. While there are
pitching changes every inning or so and the winner of the glorified
exhibition game, unfortunately, decides home field advantage in the
World Series, the game itself doesn’t change much. Gone are the days
of Pete Rose barreling into Ray Fosse at home plate but for the most
part, the game is the same. Pitchers still throw hard and players
can still play the game hard and play solid defense, unlike in the
NHL, NBA and NFL All-Star Games.

However, as much as I enjoy baseball’s Midsummer Classic, in recent
years, Major League Soccer has overtaken them on my All-Star Game
priority list.

Full disclosure: I am a fan of all sports (with the exception of
NASCAR — and not for lack of trying). While I’ve spent a lot of my
career broadcasting and writing about soccer, I get just as excited
about an intriguing NBA or NHL game as I do about an MLS or European
soccer game. (e.g. I skipped the Roma vs. Liverpool Fenway Park
friendly in favor of watching the Tigers/Indians game on Wednesday)

Side note for non-soccer fans: MLS launched in 1996 and has grown to
19 teams, and is stronger than ever. Last year, the league surpassed
the NHL and the NBA in league-wide average attendance (granted, MLS
stadiums are bigger than NHL and NBA arenas, but still…). TV
audiences are slowly growing and a recent
study by ESPN shows the sport’s popularity is expected to
continue to grow as kids from this generation are growing up with a
professional soccer league here in the U.S. and more soccer on TV
than ever before. (Who would have thought 20 years ago a major
network like Fox would show a live regular season English Premier
League game?)

AP PhotoChelsea FC’s Romelu Lukaku, right, drives the ball past MLS All-Stars’ Carlos Valdes during the second half of soccer’s MLS All-Star game.Since MLS doesn’t have a long history to draw from, the format has
changed a few times, starting with East vs. West, dabbling in the
USA vs. the World during the 1998 World Cup year and then having the
All-Stars face off with outside opponents like the U.S. National
Team (2002) and Mexico’s C.D. Guadalajara (2003). After one last
East/West battle in 2004, the league decided to go back to finding
an opponent to come in to play the best of MLS and the format has
remained since.

Beginning in 2005, when U.S. internationals Brian McBride and Carlos
Bocanegra brought middle-of-the-table English Premier League side
Fulham FC to Columbus to play the All-Stars, the league has made it
their goal to put the league’s best players on the field against
some of the world’s best teams, or at the very least, against teams
from some of the world’s best leagues.

Celtic (Scotland), West Ham United (England), Everton (England), and
Manchester United (twice) have all taken part and this year, Chelsea
FC, made their second appearance in the annual exhibition game. The attendance and interest for the All-Star Game continues to grow and if TV ratings are any indication, the current format looks to remain in place. 

Here are the reasons why the MLS All-Star Game is superior:

A ROOTING INTEREST: US AGAINST THE WORLD

AP File PhotoSure, you’re (probably) not a fan of LeBron James, but you’re cheering for the USA at the Olympics, right? I thought so. One of the great things about international play in any sport
(Olympics, Ryder Cup, World Cup etc.) is that everyone comes
together for one common cause. Sure, a lot of people don’t like
LeBron James, but when he puts on those red, white and blue colors
at the Olympics, he’s representing our country and (most people) put
their hatred of the Miami Heat aside for a few games and cheer for
the good ‘ole USA.

The MLS All-Star Game does the same thing. MLS fans, no matter what
team they support, and casual fans, can all get behind the MLS
All-Star team in an “us against the world” situation. Soccer isn’t
king in the United States like it is in most other countries, and
since the league is relatively new, Major League Soccer has always
been the underdog when it comes to soccer.

The NBA, NHL, NFL and MLB don’t have any real competition with any
foreign league, but MLS does in a big way. The league is constantly
trying to prove itself to the rest of the world and to “soccer
snobs” here in the U.S. What better way to do that than to play
against some of the best teams in the world or against a team from
one of the powerhouse leagues? It seems like even the casual sports
fan could get behind the underdog U.S. league playing against a
foreign power from another country.

COMPETITIVE GAME

There is a lot of pride at stake when it comes to the MLS All-Star
Game, which makes the games competitive. The foreign club doesn’t
want to lose to the “inferior” American team, and the MLS players
want to prove they belong on the same field as some of the world’s
elite. Some players see this as a way to get the attention of some
overseas clubs.

AP File PhotoManchester United goal keeper Edwin van der Sar signs autographs following a training session for the 2010 MLS All-Star Game. A record 70,728 fans watched Manchester United defeat the MLS All-Stars 5-2 at Reliant Stadium in Houston, Texas.
Gone are the days of the 9-4 East vs. West-style contests where even
an NFL Pro Bowl participant would be ashamed of the defensive
display. The games are still relatively high scoring and
entertaining (only three of the 10 MLS vs. opponent games have
failed to surpass two total goals.), and while defenders aren’t
going in with studs-up tackles, they also don’t want to get beat, so
there is a real effort on the defensive end.

NOT THE SAME OLE, SAME OLE

In the other sports, it’s almost always the same. East vs. West, US
vs. World, AL vs. NL. The NHL had their “pick teams” approach and
that was interesting, but for the most part, it’s the same ole, same
ole.

For MLS, aside from Manchester United and Chelsea, who have both
been the opponent for the All-Star Game twice, it’s a different team
every year. This gives MLS fans a chance to see the players they
voted for face off against new teams and new superstars. Variety is
the spice of life.

AP PhotoMLS All Stars’ Dwayne De Rosario, center, of D.C. United, holds the trophy with teammates after defeating Chelsea FC 3-2 in soccer’s MLS All-Star game, Wednesday, July 25, 2012, in Chester, Pa.On Wednesday night, Major League Soccer held it’s 17th All-Star Game
at PPL Park just outside of Philadelphia. A record crowd, and a TV
audience on ESPN, saw the MLS
All-Stars defeat the reigning European champions, Chelsea FC 3-2.
As I watched, I heard former U.S. international and ESPN analyst
Taylor Twellman say this was the best All-Star format in American sports.
I thought about it and had a hard time disagreeing.

A few years ago, debating which All Star Game was the best was no
chore at all. Few would argue that Major League Baseball has stood
alone as the only major sport worth tuning in to. While there are
pitching changes every inning or so and the winner of the glorified
exhibition game, unfortunately, decides home field advantage in the
World Series, the game itself doesn’t change much. Gone are the days
of Pete Rose barreling into Ray Fosse at home plate but for the most
part, the game is the same. Pitchers still throw hard and players
can still play the game hard and play solid defense, unlike in the
NHL, NBA and NFL All-Star Games.

However, as much as I enjoy baseball’s Midsummer Classic, in recent
years, Major League Soccer has overtaken them on my All-Star Game
priority list.

Full disclosure: I am a fan of all sports (with the exception of
NASCAR — and not for lack of trying). While I’ve spent a lot of my
career broadcasting and writing about soccer, I get just as excited
about an intriguing NBA or NHL game as I do about an MLS or European
soccer game. (e.g. I skipped the Roma vs. Liverpool Fenway Park
friendly in favor of watching the Tigers/Indians game on Wednesday)

Side note for non-soccer fans: MLS launched in 1996 and has grown to
19 teams, and is stronger than ever. Last year, the league surpassed
the NHL and the NBA in league-wide average attendance (granted, MLS
stadiums are bigger than NHL and NBA arenas, but still…). TV
audiences are slowly growing and a recent
study by ESPN shows the sport’s popularity is expected to
continue to grow as kids from this generation are growing up with a
professional soccer league here in the U.S. and more soccer on TV
than ever before. (Who would have thought 20 years ago a major
network like Fox would show a live regular season English Premier
League game?)

AP PhotoChelsea FC’s Romelu Lukaku, right, drives the ball past MLS All-Stars’ Carlos Valdes during the second half of soccer’s MLS All-Star game.Since MLS doesn’t have a long history to draw from, the format has
changed a few times, starting with East vs. West, dabbling in the
USA vs. the World during the 1998 World Cup year and then having the
All-Stars face off with outside opponents like the U.S. National
Team (2002) and Mexico’s C.D. Guadalajara (2003). After one last
East/West battle in 2004, the league decided to go back to finding
an opponent to come in to play the best of MLS and the format has
remained since.

Beginning in 2005, when U.S. internationals Brian McBride and Carlos
Bocanegra brought middle-of-the-table English Premier League side
Fulham FC to Columbus to play the All-Stars, the league has made it
their goal to put the league’s best players on the field against
some of the world’s best teams, or at the very least, against teams
from some of the world’s best leagues.

Celtic (Scotland), West Ham United (England), Everton (England), and
Manchester United (twice) have all taken part and this year, Chelsea
FC, made their second appearance in the annual exhibition game. The attendance and interest for the All-Star Game continues to grow and if TV ratings are any indication, the current format looks to remain in place. 

Here are the reasons why the MLS All-Star Game is superior:

A ROOTING INTEREST: US AGAINST THE WORLD

AP File PhotoSure, you’re (probably) not a fan of LeBron James, but you’re cheering for the USA at the Olympics, right? I thought so. One of the great things about international play in any sport
(Olympics, Ryder Cup, World Cup etc.) is that everyone comes
together for one common cause. Sure, a lot of people don’t like
LeBron James, but when he puts on those red, white and blue colors
at the Olympics, he’s representing our country and (most people) put
their hatred of the Miami Heat aside for a few games and cheer for
the good ‘ole USA.

The MLS All-Star Game does the same thing. MLS fans, no matter what
team they support, and casual fans, can all get behind the MLS
All-Star team in an “us against the world” situation. Soccer isn’t
king in the United States like it is in most other countries, and
since the league is relatively new, Major League Soccer has always
been the underdog when it comes to soccer.

The NBA, NHL, NFL and MLB don’t have any real competition with any
foreign league, but MLS does in a big way. The league is constantly
trying to prove itself to the rest of the world and to “soccer
snobs” here in the U.S. What better way to do that than to play
against some of the best teams in the world or against a team from
one of the powerhouse leagues? It seems like even the casual sports
fan could get behind the underdog U.S. league playing against a
foreign power from another country.

COMPETITIVE GAME

There is a lot of pride at stake when it comes to the MLS All-Star
Game, which makes the games competitive. The foreign club doesn’t
want to lose to the “inferior” American team, and the MLS players
want to prove they belong on the same field as some of the world’s
elite. Some players see this as a way to get the attention of some
overseas clubs.

AP File PhotoManchester United goal keeper Edwin van der Sar signs autographs following a training session for the 2010 MLS All-Star Game. A record 70,728 fans watched Manchester United defeat the MLS All-Stars 5-2 at Reliant Stadium in Houston, Texas.
Gone are the days of the 9-4 East vs. West-style contests where even
an NFL Pro Bowl participant would be ashamed of the defensive
display. The games are still relatively high scoring and
entertaining (only three of the 10 MLS vs. opponent games have
failed to surpass two total goals.), and while defenders aren’t
going in with studs-up tackles, they also don’t want to get beat, so
there is a real effort on the defensive end.

NOT THE SAME OLE, SAME OLE

In the other sports, it’s almost always the same. East vs. West, US
vs. World, AL vs. NL. The NHL had their “pick teams” approach and
that was interesting, but for the most part, it’s the same ole, same
ole.

For MLS, aside from Manchester United and Chelsea, who have both
been the opponent for the All-Star Game twice, it’s a different team
every year. This gives MLS fans a chance to see the players they
voted for face off against new teams and new superstars. Variety is
the spice of life.

AP PhotoMLS All Stars’ Dwayne De Rosario, center, of D.C. United, holds the trophy with teammates after defeating Chelsea FC 3-2 in soccer’s MLS All-Star game, Wednesday, July 25, 2012, in Chester, Pa.On Wednesday night, Major League Soccer held it’s 17th All-Star Game
at PPL Park just outside of Philadelphia. A record crowd, and a TV
audience on ESPN, saw the MLS
All-Stars defeat the reigning European champions, Chelsea FC 3-2.
As I watched, I heard former U.S. international and ESPN analyst
Taylor Twellman say this was the best All-Star format in American sports.
I thought about it and had a hard time disagreeing.

A few years ago, debating which All Star Game was the best was no
chore at all. Few would argue that Major League Baseball has stood
alone as the only major sport worth tuning in to. While there are
pitching changes every inning or so and the winner of the glorified
exhibition game, unfortunately, decides home field advantage in the
World Series, the game itself doesn’t change much. Gone are the days
of Pete Rose barreling into Ray Fosse at home plate but for the most
part, the game is the same. Pitchers still throw hard and players
can still play the game hard and play solid defense, unlike in the
NHL, NBA and NFL All-Star Games.

However, as much as I enjoy baseball’s Midsummer Classic, in recent
years, Major League Soccer has overtaken them on my All-Star Game
priority list.

Full disclosure: I am a fan of all sports (with the exception of
NASCAR — and not for lack of trying). While I’ve spent a lot of my
career broadcasting and writing about soccer, I get just as excited
about an intriguing NBA or NHL game as I do about an MLS or European
soccer game. (e.g. I skipped the Roma vs. Liverpool Fenway Park
friendly in favor of watching the Tigers/Indians game on Wednesday)

Side note for non-soccer fans: MLS launched in 1996 and has grown to
19 teams, and is stronger than ever. Last year, the league surpassed
the NHL and the NBA in league-wide average attendance (granted, MLS
stadiums are bigger than NHL and NBA arenas, but still…). TV
audiences are slowly growing and a recent
study by ESPN shows the sport’s popularity is expected to
continue to grow as kids from this generation are growing up with a
professional soccer league here in the U.S. and more soccer on TV
than ever before. (Who would have thought 20 years ago a major
network like Fox would show a live regular season English Premier
League game?)

AP PhotoChelsea FC’s Romelu Lukaku, right, drives the ball past MLS All-Stars’ Carlos Valdes during the second half of soccer’s MLS All-Star game.Since MLS doesn’t have a long history to draw from, the format has
changed a few times, starting with East vs. West, dabbling in the
USA vs. the World during the 1998 World Cup year and then having the
All-Stars face off with outside opponents like the U.S. National
Team (2002) and Mexico’s C.D. Guadalajara (2003). After one last
East/West battle in 2004, the league decided to go back to finding
an opponent to come in to play the best of MLS and the format has
remained since.

Beginning in 2005, when U.S. internationals Brian McBride and Carlos
Bocanegra brought middle-of-the-table English Premier League side
Fulham FC to Columbus to play the All-Stars, the league has made it
their goal to put the league’s best players on the field against
some of the world’s best teams, or at the very least, against teams
from some of the world’s best leagues.

Celtic (Scotland), West Ham United (England), Everton (England), and
Manchester United (twice) have all taken part and this year, Chelsea
FC, made their second appearance in the annual exhibition game. The attendance and interest for the All-Star Game continues to grow and if TV ratings are any indication, the current format looks to remain in place. 

Here are the reasons why the MLS All-Star Game is superior:

A ROOTING INTEREST: US AGAINST THE WORLD

AP File PhotoSure, you’re (probably) not a fan of LeBron James, but you’re cheering for the USA at the Olympics, right? I thought so. One of the great things about international play in any sport
(Olympics, Ryder Cup, World Cup etc.) is that everyone comes
together for one common cause. Sure, a lot of people don’t like
LeBron James, but when he puts on those red, white and blue colors
at the Olympics, he’s representing our country and (most people) put
their hatred of the Miami Heat aside for a few games and cheer for
the good ‘ole USA.

The MLS All-Star Game does the same thing. MLS fans, no matter what
team they support, and casual fans, can all get behind the MLS
All-Star team in an “us against the world” situation. Soccer isn’t
king in the United States like it is in most other countries, and
since the league is relatively new, Major League Soccer has always
been the underdog when it comes to soccer.

The NBA, NHL, NFL and MLB don’t have any real competition with any
foreign league, but MLS does in a big way. The league is constantly
trying to prove itself to the rest of the world and to “soccer
snobs” here in the U.S. What better way to do that than to play
against some of the best teams in the world or against a team from
one of the powerhouse leagues? It seems like even the casual sports
fan could get behind the underdog U.S. league playing against a
foreign power from another country.

COMPETITIVE GAME

There is a lot of pride at stake when it comes to the MLS All-Star
Game, which makes the games competitive. The foreign club doesn’t
want to lose to the “inferior” American team, and the MLS players
want to prove they belong on the same field as some of the world’s
elite. Some players see this as a way to get the attention of some
overseas clubs.

AP File PhotoManchester United goal keeper Edwin van der Sar signs autographs following a training session for the 2010 MLS All-Star Game. A record 70,728 fans watched Manchester United defeat the MLS All-Stars 5-2 at Reliant Stadium in Houston, Texas.
Gone are the days of the 9-4 East vs. West-style contests where even
an NFL Pro Bowl participant would be ashamed of the defensive
display. The games are still relatively high scoring and
entertaining (only three of the 10 MLS vs. opponent games have
failed to surpass two total goals.), and while defenders aren’t
going in with studs-up tackles, they also don’t want to get beat, so
there is a real effort on the defensive end.

NOT THE SAME OLE, SAME OLE

In the other sports, it’s almost always the same. East vs. West, US
vs. World, AL vs. NL. The NHL had their “pick teams” approach and
that was interesting, but for the most part, it’s the same ole, same
ole.

For MLS, aside from Manchester United and Chelsea, who have both
been the opponent for the All-Star Game twice, it’s a different team
every year. This gives MLS fans a chance to see the players they
voted for face off against new teams and new superstars. Variety is
the spice of life.

The manager of free-spending English soccer team Chelsea says Major League Soccer’s self-imposed salary cap prevents the North American league from joining the ranks of the world’s best.

Playing in the World Football Challenge tourney sponsored in part by MLS, the Champions League and FA Cup winners Chelsea will help christen the new Yankee Stadium as a soccer pitch Sunday night (7 p.m., Fox Soccer) in an exhibition against France’s Paris Saint-Germain, the latest European team to go on a spending spree.

“I’ve had a few conversations about the MLS. To be able to get to the next level, they have to be able to attract more established players from Europe and South American,” Chelsea manager Roberto Di Matteo said Saturday. “There is a salary cap here. Maybe increasing the salary cap would be one solution. But they’re going in the right direction.”

Di Matteo took over at Chelsea from Andre Villas-Boas in midseason and the team turned around. By winning the Champions League, Chelsea assured itself a place in next year’s competition, knocking down Tottenham, which would have otherwise qualified with its fourth-place finish in the Premier League. Chelsea finished sixth.

PSG was the French league runner-up last season with Carlo Ancelotti managing, again on a midseason takeover. Ancelotti was Villas-Boas’ Chelsea predecessor.

“We have to take notice of what PSG is doing,” DiMatteo said. “They’ll be involved in the Champions League. They’ve signed some of the best players around the world. It’s going to enhance the Champions League, and make the French league more interesting by buying all these players.”

Chelsea, bankrolled by Russian magnate Roman Abramovich, has been challenged on the spending front lately by Manchester City. Chelsea and PSG are reported to both be chasing Arsenal’s Theo Walcott, with the Blues trying to replace Didier Drogba. PSG is now run by Qatari Investment Authority.

Chelsea opened its North American friendly tour by beating the MLS Seattle Sounders 4-2 Wednesday, in its first action since beating Bayern Munich for its first Champions League crown. It was also the Chelsea debut of $50 million signing Eden Hazard from Lille. “We’re looking forward to playing the first soccer game in Yankee Stadium. We’re proud to be part of that,” Di Matteo said. “With PSG, we’ll see at what point of preseason we’re at.”

The Yankee Stadium pitch, 110 by 70 yards, has its end lines along the first-base line and the left-field wall. The other teams in this World Football Challenge include Liverpool, AC Milan, Real Madrid, Celtic, Toronto, DC United, Santos Laguna and the LA Galaxy. AC Milan faces Real Madrid at Yankee Stadium on Aug. 8.

mark.everson@nypost.com

Follow @NYP_Sports

Soccer

Timbers fire coach Spencer

The Portland Timbers fired coach John Spencer on Monday and announced general manager Gavin Wilkinson will coach the Major League Soccer team for the rest of the season.

Portland dropped to 5-8-4 in its second MLS season after a 3-0 loss Saturday at Real Salt Lake. Spencer was 16-22-13 with the Timbers.

“I very much enjoyed my time with the club and wish everyone the best,” Spencer, 41, said in a statement.

Wilkinson, 38, has been with the Timbers’ organization since its first United Soccer Leagues season in 2001 and has served at various times as a player, assistant coach, coach and general manager.

Terry’s racism trial begins

Two weeks after playing for England at the European Championship, John Terry was in a London courtroom — facing the rival player he is accused of racially abusing during an English Premier League match last year.

Chelsea captain Terry, 31, contends Queens Park Rangers player Anton Ferdinand, 27, who is black, fabricated the racism claim.

Terry faces a maximum fine of $3,900 if he becomes the first top soccer player in England convicted of racial abuse during a match.

Mancini gets new contract

Manchester City manager Roberto Mancini, 47, agreed to a five-year contract that ties him to the English Premier League champions until the summer of 2017.

College basketball

Ex-Stanford captain dies at 35

Peter Sauer, a former captain at Stanford who helped lead the Cardinal to the 1998 Final Four, died Sunday in White Plains, N.Y., where he had played in an outdoor game. He was 35.

There were conflicting reports on what Sauer was doing immediately before he shot a ball, collapsed and hit his head. He couldn’t be revived by emergency medical technicians and later was pronounced dead at a hospital.

Allred rips Syracuse report

The lawyer for a man who accused Syracuse assistant coach Bernie Fine of sexual abuse said a report into the university’s investigation of the claim is “a complete whitewash.”

Bobby Davis’ lawyer, Gloria Allred, said the report issued last week by a special committee failed to criticize that 2005 university investigation as biased because it was conducted by the school’s longtime law firm.

Allred also said the conclusion there was no attempt to cover up the allegations doesn’t “pass the laugh test.”

Fine, 66, was fired in November after the allegations were made public.

The allegations by Davis and his stepbrother, Michael Lang, happened too long ago to be investigated by law enforcement, but the claims of a third man are being investigated by the U.S. Attorneys Office. Fine has not been charged and denies the accusations.

Montgomery signs extension

California coach Mike Montgomery, 65, has agreed to a two-year contract extension to remain at the school through the 2015-16 season.

Nine months ago, Montgomery disclosed he had bladder cancer and surgery that left him cancer-free. He is 88-47 in four seasons at Cal.

College football

Penn State thanks donors

Penn State received more than $208 million in donations for the fiscal year that ended June 30 — the second-highest total in university history — despite the upheaval after the arrest of Jerry Sandusky, former assistant coach, on child sex-abuse charges.

Sandusky, 68, awaits sentencing after being convicted of 45 criminal counts last month.

Only the 2010 fiscal year was more prolific for Penn State, when the school raised more than $274 million.

“We’re very grateful — humbled really — to have this kind of response from Penn Staters, who I think have rallied to the cause … by the side of the institution through a very difficult time,” Rod Kirsch, senior vice president for development and alumni relations, said.

Elsewhere

• Phoenix Coyotes forward Brett MacLean‘s condition is improving, less than a week after he suffered a cardiac emergency during a pickup hockey game in Owen Sound, Ontario.

MacLean, 23, will continue to undergo tests at a hospital in London, Ontario.

• Swiss superstar Roger Federer, who won his seventh Wimbledon singles title Sunday, plans to return to the All England Club for the London Olympics tennis competition that starts July 28.

“I am now the Wimbledon champion, and I think that gives me even more confidence coming to the Olympics. And maybe in some ways, it maybe takes some ‘pressure,’ ” he said, uncrossing his arms to make air quotes with his fingers, “off the Olympics because I already did win at Wimbledon this year.”

• Ex-Rutgers football player Eric LeGrand, who was paralyzed making a tackle in a game against Army in 2010, was hired by Subway to appear in TV commercials with defensive lineman Justin Tuck of the New York Giants to promote the restaurant chain.

• Trainer Doug O’Neill said he will abandon his legal fight against the California Horse Racing Board and begin serving a 40-day suspension Aug. 19.

“There comes a time in a fight when it is no longer worth it to keep going,” said O’Neill, 44, who was suspended for violations involving excessive levels of carbon dioxide in Argenta, who ran at Del Mar in 2010.

O’Neill trained I’ll Have Another, who won the Kentucky Derby and Preakness but was retired last month before the Belmont Stakes because of a tendon problem.

I’ll Have Another’s owner, J. Paul Reddam, revealed he sold the 3-year-old colt to a farm in Japan for $10 million — noting two offers from U.S. breeding operations were for $3 million and not quite $5 million.

Seattle Times news services