MLS in Seattle: Defining tradition thru change

Tradition is a valuable commodity in a ten year old league still struggling for identity. But after giving birth to baffling monikers like “Fusion”, “Mutiny”, and “Wiz”, Adidas backed Major League Soccer, with it’s cookie cutter logos, restrictive salary cap and bizarre draft rules, has long handicapped it’s ability to define it’s marketing niche.

While these components have undoubtedly preserved the league in it’s early years, it’s decision to shun all things NASL has stripped American soccer of any recognizable tradition.

With the addition of the San Jose Earthquakes and Seattle Sounders—teams boasting rich legacies spanning decades, the opportunity to finally put right this failing has finally come to the fore.

But to the dismay of many fans, “Seattle MLS”, as it was announced, is no shoe in for the Sounders. According to official statements by the club, The team's name has not yet been decided. Instead, fans are welcome to make suggestions at MLSInSeattle.com.

But after numerous contradictory statements by GM Adrian Hanauer—who seems intent on preserving tradition, but wary of the Sounders as a “minor league” brand—opinions are mixed amongst Seattle supporters.

I submitted Sounders. wrote one user on Goalseattle.com, a popular Seattle soccer message board. When the Sounders ownership changed in '82 (think it was '82), I remember feeling betrayed as they tried to re-brand the team. I was 12 and soccer was my life. I feel the good times are back and the Sounder brand is part of it. The idea that the Sounders name is soiled by a history of minor league use is baseless.”

On the other hand, many others seem excited by the opportunity to submit their own creations—including Puget Sound FC, FC Seattle and Seattle Sockers.

But while sentiments for and against a new name are echoed throughout numerous threads online, we turned to long time Seattle Times sports writer Jose Romero, who is quick to point out that the long standing Sounders tradition will continue with or without first division soccer.

“I think the presence of Adrian Hanauer—who attended attended Sounders games at the Kingdom—will keep the Sounders philosophy of homegrown talent mixed in with a few foriegners going” he said. “I see them operating more like a Chivas LA versus a Galaxy in which they scout and develop local or young talent versus established stars,”

For Romero, one of the draws of the current Sounders squad are the presence of local guys who make up the core of the team. Granted regional player rights for 2009, Seattle will likely draft a number of Sounders’ players to augment his roster.

"On the other hand, I think they have to make a big splash with at least somebody to get some buzz out to the fans" he adds.

Still, considering Seattle has already sold over 9,000 season tickets—a number greater than the average attendance at Sounders games, Romero remains optimistic the team will capture the public imagination.

“Seattle is a soccer- savy cosmopolitan market that has packed the house in exhibitions with Real Madrid, Manchester United and Juventus,” he explained. “With Canada, the Portland area and Seattle, we have a fanbase as big as any in the country,”

For veteran Seattle blogger Nick Scott, the obvious reason to keep the Sounders name would be to preserve the rich history of soccer in Seattle, but if the new team has a different name, he trusts the ownership group (especially Adrian Hanauer) knows soccer and the importance of its history. For Scott, even if the name is changed, they will surely take measures to preserve this. Keeping the same blue and green colors would be a start. he responded via email. Another way would be to put (with Paul Allen's blessing) a Seattle soccer museum in Qwest field, with banners, photos and newspapers from the days of the Sounders in the NASL and A-League/USL. he writes.

For now however, both Romero and Scott agree that the best course of action is to submit votes, and support the sounders in 2008.

If they pick something horrendously stupid, there's always the chance that us fans could bitch enough to make them change it, similar to what happened in San Jose a few years ago. adds Scott.