ESPN in the USA: World Cup is a Priority

This past Friday, ESPN broadcast a World Cup draw special for three hours into American homes. As one of the selected reporters who attended the event, ESPN’s level of ambition was on full display.

World Cup 2006 enjoyed higher than expected English language ratings on ESPN and ABC. But the coverage of the event was roundly criticized for its excessive jingoism and the use of baseball announcers such as Dave O’Brien as broadcasters.

In 2006, ESPN professed to not care what the hard core football fan thought about the coverage as an attempt was made to reach out to casual sports fans. This upcoming summer however, ESPN is pursuing a strategy of covering the sport at the established international standard.

Commentary will be match specific (unlike 2002 and 2006), and this World Cup is only the second ever sporting event that has been designated as a yearly priority for the network. (The first was the coverage of the 2003 NBA Playoffs, the first year that ESPN had shown the NBA live since the early 1980s). The hiring of credible foreign voices such as Martin Tyler, Efan Kkoku, Ruud Gullit and Steve McManaman demonstrate ESPN’s resolve to ease the concerns of hard core fans.

However, the continued presence of Alexi Lalas, whose world football knowledge is severely limited and John Harkes, whose knowledge is tempered by excessive homerism could undermine some of ESPN’s credibility. Additionally, the assignment of Mike Tirico and Chris Fowler to host the event raise questions. While ESPN is trying to satisfy the rank in file American based soccer fan, the addition of Tirico and Fowler indicate a desire to placate mainstream sports fans, while Lalas and Harkes being retained likely points to continued nationalism in telecasts involving the US.

Bob Ley’s return to the World Cup is one move involving an established ESPN personality that should be applauded. Ley, whose background includes broadcasting NASL and US National Team matches had been shut out of the two most recent World Cups by the network,. Ley’s credibility is second to none.

A tough reporter who also understands soccer/football in a manner that most American sports anchors do not, Ley’s presence was severely missed in the 2002 and 2006 World Cups.

ESPN has also obtained archival rights to the FIFA library and will be showing several old matches on ESPN Classic and other outlets as the tournament approaches.

Later this week we’ll look at the extensive converge plans for both ESPN Deportes and ESPN International.