Tuesday, September 23, 2014

Marketing undermining Major League Soccer’s profile in Southern California

Just when it appears Major League Soccer marketing mavens couldn’t get any more obtuse when it comes to the Southern California marketplace and selling the sport in general, along comes a confounding series of statements over the last seven days that suggest otherwise.

First up last week: an updated league logo.

Out go the immediately identifiable ball and cleat that’s been around since the league’s 1996 inception. In comes a simple crest reading “MLS” across half of it — and absolutely nothing else on the other half.

So we go from a retro logo the league believed was outdated to one that means nothing to anyone at all.

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