Business group looks at soccer

To improve Atlanta's image as a global city, a group of executives for Atlanta-based companies are embracing the global game.

In a first for the city, a "soccer cabinet," led by Aaron's CEO Robin Loudermilk, has formed to study ways that soccer can help the city grow economically and socially. Their motto: "Soccer is good for Atlanta, and Atlanta is good for soccer."

The impetus for the group, as well as its purpose, is about doing more than capitalizing on the interest of the recently completed World Cup, or the stake that Atlanta hopes to have should FIFA give the 2018 or 2022 Cup to the United States.

As Loudermilk stated when the meeting started Wednesday morning, this isn't a group of soccer fans, or a group trying to convince people that soccer is a sport. They are trying to use soccer to improve Atlanta's standing globally. The city ranks 13th among U.S. destinations for international travelers, according to the U.S. Commerce department. In a survey of international planners taken last year, Atlanta ranked 33rd out of 40 U.S. cities in destination appeal. This group thinks that one of the reasons for those low numbers is that the city doesn't have the global game.

"Look at Atlanta and its diversity," Loudermilk said. "We need soccer for our residents. Not only for entertainment, but for economic impact."

Atlanta is considered one of the untapped veins for soccer. More than 81,000 players compete in leagues run by the Georgia State Soccer Association, making it the most populous sport in the state. It's the largest TV market in the country without a team in Major League Soccer. The league has said it can't be considered national if it doesn't have a team in the Southeast. Atlanta, with its demographics, population and business reputation, would be a natural fit, league commissioner Don Garber has said. According to the 2008 census, 8 percent of the state's population is Hispanic, Businesses say they need soccer as a way to tap into that demographic.

Sponsors lined up so fast for the pending Aaron's International Soccer Challenge between Mexico's Club America, which is one of the most popular clubs in its country and parts of North America, and England's Manchester City at the Georgia Dome on July 28, organizers Michael Reene and David Simmons said they had to turn down opportunities.

Despite the recent interest in soccer, the group recognizes that it is fighting history. Professional soccer has tried -- and failed -- many times in Atlanta. But a lot has changed since Dick Cecil started the city's first team, the Chiefs, in 1967. Back then, he said eight high schools in the city played soccer. Players would go out and teach the game in the community. Now, he said one only needed to walk around the city during June to see the growing interest in the sport.

"From Little Five Points, to Buckhead to Sandy Springs, you saw the outpouring of people who were watching the [World Cup] games," said Cecil, who is a member of the cabinet. The finals had a 8.5 TV rating in Atlanta, according to Nielsen research.

Citing the TV ratings and the growth of the MLS, whose average home attendance of 16,582 in 2010 compares with the Hawks (16,545 in 2009-10) and Thrashers (13,607 in 2009-10), the group said Atlanta could either sit and wait and watch other cities use soccer to add to their coffers, or it could be proactive.

"I think there is a feeling among some of the folks that know that we are a little behind some other cities, but that doesn't mean we can't catch up quickly," Loudermilk said.

To do so, Bob Hope, founding partner of Hope-Beckham, and who helped come up with the idea of the cabinet, said the group decided to tackle five areas:

Support the World Cup bid and continue to build the reputation of Atlanta as a soccer city, even if the United States doesn't get the World Cup. Atlanta is one of 18 cities included in United States' bid to host the World Cup in 2018 or 2022. FIFA, world soccer's governing body, will announce the host countries Dec. 2. Should the United States win, and it's favored to do so for 2022, Atlanta should learn if it made the cut of 12 cities in either 2013 or 2017.
Build the prestige of the Aaron's International Soccer Challenge to rival the SEC football championship and Chick-fil-A Bowl as major events hosted annually in Atlanta. Last year's game between Club America and A.C. Milan drew more than 50,000 fans and
Form an MLS committee that will lobby to assure that new stadium(s) are built with world-class soccer as a consideration. It will work with the MLS and civic leaders on ownership and other issues. The group will work under the assumption that Falcons owner Arthur Blank, who has expressed interest in bringing an MLS team to the city, will not be the owner. Jeffrey Bowman, a former professional soccer player who is the CEO of Crawford & Company, points out that the host cities that are considered favorites to host World Cup games also are MLS cities.
Develop a strategy to make Atlanta a global soccer city. This group is considering several ideas, including making sure Atlanta is included if a global super-league is formed. It will also attempt to get the U.S. men's national team to play in Atlanta, something it hasn't done since defeating China 1-0 on Oct. 10, 1977.
A marketing committee will support all initiatives, games and efforts to build soccer in Atlanta.

Emphasizing the need for these steps, this group has no budget and each committee is being chaired by a different CEO. It will meet again in September, after Gary Stokan, the head of the Atlanta World Cup organizing committee, returns from a meeting about the tournament in New York on Sept. 6 and 7.

"There's a unique opportunity that faces Atlanta," Stokan said. "It's a free kick for Atlanta. It's a big opportunity. The growth will come internationally from people all over the world as we continue to grow as an international city."

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Aaron's International Soccer Challenge

Who: Club America vs. Manchester City

When: 8 p.m. July 28

Where: Georgia Dome

TV: ESPN Deportes

Tickets: Ticketmaster or at aaronssoccerchallenge.com

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Atlanta 'soccer cabinet'

Robin Loudermilk, CEO of Aaron’s, co-chair

Jeffrey Bowman, CEO of Crawford & Company, co-chair

Carl Adkins, COO of Georgia World Congress Center