Soccer's Soul Lost? From Skill to Spectacle: A Conversation on the Commercialization of the Beautiful Game

In June 2023, a discussion about soccer during a visit to Paris for a few nights with friends in the Champs-Élysées led to an opinion piece titled “It’s Still Round.” Last week, a reunion in London with Al Kirkland, Michelle Laurent, and Hala Jono brought the topic back into focus. Al, ever the investor, remains focused on tech startups and his vineyard. Michelle has transitioned from soccer coaching to opening a restaurant in St. Tropez. The gathering in London was to celebrate Hala’s new shop on Oxford Street, opposite HMV, where she hosted clients in her design salon for private showings.

As Hala outlined her future plans for 2028 in New York, Al revealed his intention to purchase an American soccer team on the East Coast. While he kept the specific team and city confidential, he candidly stated the investment was driven by business potential rather than a passion for the sport itself. Michelle expressed her displeasure with Al’s perspective, acknowledging that the “art of soccer” may have concluded. She pointed to the hyper-commercialization, evident in the Qatar World Cup and reinforced during the recent World Cup games in the US, Mexico, and Canada, as a significant factor.

Hala echoed these sentiments, admitting her diminished enthusiasm for soccer due to its intense commercialization, the sport's increasing violence, subpar refereeing, and players' apparent lack of loyalty. When asked for her opinion on the state of soccer, she described a major shift from skill and strategy to a more brute-force approach, akin to ancient gladiators, with referees often overlooking infractions.

Al countered that this shift aligns with audience desires, business interests, and player incentives, emphasizing the financial gains. Hala, referencing the song from the 1972 film “Cabaret,” quipped, “Money, money, money.” Al agreed, noting the immense profits generated by soccer, particularly in the US World Cup games, benefiting FIFA, host cities, teams, players, advertisers, and the burgeoning betting industry.

I interjected, questioning if a return to a rule-based, artistic form of soccer was possible, drawing a parallel to the decline of a global rule-based order amidst numerous global conflicts. Al confirmed the financial focus of the World Cup, attributing the sport's current trajectory to FIFA's aggressive commercialization. Michelle lamented the changes, agreeing with my assessment. She highlighted the transformation of halves into quarters for increased advertising and the blatant disregard for rules like tight bear hugs during corners, which disrupt the game's flow.

Michelle further stated that the spirit of soccer and its players has waned, with players prioritizing financial compensation over team allegiance. As Hala signaled it was time for dinner, Michelle attributed the sport's downfall to Infantino, a view Al disputed but Hala supported. I proposed that perhaps, similar to American football's flag or touch versions that eliminate tackling, soccer might eventually see a version that emphasizes skill over money and violence.