Although it took place in Carson, Calif., David Beckham’s introductory press conference as a member of the L.A. Galaxy was pure Hollywood.
On that fateful July day back in 2007, there wasn’t a single cloud in the sky above the Home Depot Center. The bright West Coast sun shone brilliantly down on Beckham as he held up his new jersey with his name and No. 23 emblazoned on the back. Confetti fluttered and photographers swarmed. It was one of those “where were you moments?” in the history of Major League Soccer.
Beckham’s arrival marked a major change in direction for MLS. The league’s Designated Player rule, otherwise known as the “David Beckham rule,” not only facilitated the expensive Englishman’s arrival in MLS, but it also allowed teams to spend big money on other players from European and South American leagues.
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Not surprisingly, club owners went after marquee names in order to sell tickets and build brands—stars who weren’t exactly over the hill, but who were nonetheless on the downside of their careers. Some were quite successful, and helped improve the league’s standard of play with their dedication and professionalism (Thierry Henry, Robbie Keane, and Marco Di Vaio, to name but three). Others were complete busts and came to MLS simply to cash in (Denilson, Marcelo Gallardo and Rafa Marquez).
The trend of MLS clubs signing big name players to DP deals continues this summer, with Frank Lampard, David Villa and Kaka being the latest to come to America. Lampard won everything there was to win during his time with Chelsea. New York City FC is betting big on Lampard, who turned 36 earlier this year, being a key player on the pitch as well as a big draw to get fans to the stadium.
“It’s a fantastic signing for New York. I don’t think you’ll come across a better professional than Frank. He’s a proven winner,” enthused Toronto FC coach Ryan Nelsen, who played against Lampard in the Premier League playing. “He’ll probably want to [prove himself] as one of the best English players to come over here. It’ll be really good for the league.”
TFC midfielder Michael Bradley agrees: “I think it continues to show that the league is getting better and better; that the reputation that league has around the world continues to grow. When a guy like that wants to come here and be a part of it, it’s a positive.”
But here’s the thing—the DP rule is no longer just being used to lure away aging European and South American stars the wrong side of 30. Like MLS itself, the DP rule has evolved.
Where once it was as much about making money as winning games, these days teams are shifting their attentions to players who they think can help them on the field. The commercial and marketing aspects have become distinctly secondary considerations. Now, you’re just as likely to see an MLS owner use the DP rule to sign a member of the U.S. national team—a player who has come up through the ranks of MLS and established themselves as top stars in the league.
Last week, Sporting Kansas City signed defender Matt Besler and midfielder Graham Zusi—players it drafted in 2009 from NCAA—to DP deals that will keep them at the club through the end of the 2018 World Cup. Both are 27 years old, both are key players for the national side, and both decided to re-sign and stay in MLS—and likely finish their careers in the league—despite interest from overseas.
Meanwhile, the Houston Dynamo last week came to terms on a DP contract with veteran American defender DeMarcus Beasley. At 32, Beasley is returning to the league where he began his pro career, after stints with such European outfits as PSV Eindhoven, Manchester City, Hannover and Glasgow Rangers.
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None of these domestic products have what you would call big box-office value—rather they are established members of the U.S. national team who have enjoyed great success in MLS, who can help their teams win, and who are being financially rewarded for that alone via the DP rule.
It’s a growing trend, one that Bradley—who is himself a part of—believes is vital to the growth of MLS.
“There’s two parts to the league growing. One is that the best players who are here need to stay and need to want to stay and be committed to playing the best years of their career here,” Bradley says. “The other part is bringing some of the best players from Europe and South America here. Both of those things go hand in hand in making this league one of the best in the world.
“Obviously it’s not there yet and it needs to continue to get better and better. But when you see Graham Zusi and Matt Besler sign new contracts, and when you see guys like Jermain Defoe, Frank Lampard and Kaka choosing to come here, I think it all comes together in a positive way.”