By Ryan Maquiñana and Luis Matute
SANTA CLARA –– As Casemiro’s blast bounced off the crossbar to give Manchester United a close 1-1 (2-1) victory on penalty kicks over Real Madrid last Sunday, the crowd roared as the “Glory, Glory Man United” anthem blared over the PA system.
But this wasn’t Old Trafford, or even Skopje, Macedonia, where the two European soccer giants will meet for the UEFA Super Cup in a little over two weeks.
Rather, it was Levi’s Stadium in the heat of the International Champions Cup, a series of preseason games bringing the G-20 of European clubs together. I use the word heat because it was so scorching on the 49ers’ pitch that both squads took a water break in the middle of each half.
Besides, there were a couple other dead giveaways about the magnitude of the game, like after the decisive penalty kick, when the catharsis consisted of some light-hearted clapping from the Red Devils followed by a leisurely stroll off the field. Or perhaps even more telling, Ronald McDonald leading the starting lineups out of the tunnel before the opening whistle.
Ronald McDonald leads the Manchester United & Real Madrid players out ? pic.twitter.com/yQ3lslLAXQ
— Simon Peach (@SimonPeach) July 23, 2017
However, despite the acknowledged minor stakes, the demand for just a fleeting glimpse of global stars like Paul Pogba or Luka Modric stateside in the flesh has remained high. After a near-capacity turnout of 68,415 two years ago at Levi’s for Barcelona-Manchester United in 2015 was followed by a half-empty 30,758 for Liverpool-AC Milan last year, Sunday’s announced attendance rebounded to a very healthy 65,019.
And Relevent Sports, the promotional group in charge, wasn’t charging preseason prices. Several fans admitted paying $85 just to get in, and at last glance, the secondary market was hawking tickets for as much as $700 right before kickoff.
“From the fans’ perspective, absolutely [it’s worth it],” said Steve Baxter of One United USA, Manchester United’s official supporters’ network in the states.
Possibly due to the absence of Real Madrid superstar Cristiano Ronaldo, the Reds outnumbered the Madridistas 2 to 1 in the stands. “We’re in Santa Clara,” Baxter added. “This is a long way from Old Trafford. It’s a lot of time, a lot of money to get over there. So for everybody to come out here and see the lads, fantastic experience.”
Combine that with a formidable roster of sponsors like Heineken, Nike, Chevrolet, and Coca-Cola, along with an ESPN TV deal to help pay for everything, and now you have the ammo to deliver Jose Mourinho and Zinedine Zidane to the Levi’s sideline for two hours. Manchester United and Real Madrid are estimated by some outlets to be pocketing up to $20 million apiece in appearance fees.
Thus, outside the requisite “objective” of the ICC trophy, there are no illusions that the series is the perfect vehicle for both the clubs to raise their global and financial profiles, face quality preseason opponents and give American fans what they want.
“Nobody’s really worried about winning or not winning in ICC, but it’s important from the team’s perspective when you take into account getting experience for the young players and having the whole team play together before the season,” Baxter said.
There’s no doubt that the crowds will continue to come out as the ICC heads south to Los Angeles and east to Miami, where Real Madrid will meet archrival Barcelona in a much-publicized Clasico—the first to be played in the United States. The series itself is the brainchild of Charlie Stillitano, who has built enough relationships with the power brokers of UEFA over the years to make this dream of bringing UEFA Champions League clubs to American venues for lucrative friendlies a reality.
Of course, one has to wonder what the overall residual effect of the ICC is on the domestic version of the sport, positive or negative. While it’s certain a sizable faction of fans who came to Levi’s will still stop short of supporting their local MLS or lower-division teams when Manchester United and Real Madrid leave town, it’s arguable that the added exposure will pique the curiosity of those still getting their feet wet when it comes to the beautiful game.
“I’m sure there’s a fair amount of crossover, but a lot of the people who are in the target market for Quakes or the USL or NASL here in San Francisco, those fans are…supporting their local football because that’s where they feel proud,” said Jon Arnold of Goal.com, who has covered North American soccer for several years.
“I think it is a different type of soccer fan. There is some crossover, but I’m not so sure we’re going to see anything matriculate from big ICC crowds as far as MLS attendance.”
FREE KICKS
Check out our postgame audio for KNBR with Arnold and Kieran Canning of The Independent in the UK, who not only gave their thoughts on the friendly and respective outlooks for the two teams, but also chimed in on soccer’s growth in America, some transfer talk, and even a Gold Cup final preview.
Speaking of the latter, the United States will face Jamaica in Wednesday’s Gold Cup final, which will also take place at Levi’s Stadium (6:30 p.m. on FS1). After the U.S. wore down Costa Rica 2-0 on Saturday in Arlington, the Reggae Boyz from Jamaica pulled off the upset of the tournament, downing Mexico 1-0 at the Rose Bowl on a peach of a late free kick from Kemar Lawrence.
Though the Americans will be missing rising star Christian Pulisic, stalwarts like Clint Dempsey and Jozy Altidore will feature up front for head coach Bruce Arena, who will attempt to restore some of the luster lost after his predecessor Jurgen Klinsmann’s unceremonious exit in November.
Questions have surfaced about the U.S. back line, especially down the middle, but there should be more than enough offensive firepower and the support of a partisan crowd to buoy those issues against a well-organized Jamaica side led by stingy goalkeeper Andre Blake.