Sporting KC SWOT Analysis

Strengths:

Fanbase: Sporting KC has an unparalleled fan base, touting a 100 plus straight game sellout record.

Stadium: The club unveiled a new, $200 million state-of-the-art soccer stadium in 2011 that features technological innovations Sporting KC claims to be “the next generation of the fan experience.” In 2014, Sporting KC had the number one rated stadium experience in the MLS, and have been in the top 50 stadium experiences each of the past five years.

Highly Decorated: Sporting KC is the third most all-time successful/highly decorated team in the league.

Player Diversity: According to MLS Communications, 72 countries are represented in the current MLS player pool, more than any other soccer league in the world. Twelve of the 28 current Sporting KC players are from foreign countries.

Rebranding: Sporting KC is much different than the former Kansas City Wizards, as it has a more “European soccer culture.” For example, Sporting KC’s stadium, Children’s Mercy Park, closely models European soccer stadiums. The club also formed its own European style pub, called No Other Pub, for watch parties in Kansas City’s Power & Light District.

Weaknesses:

Quality of Game: The quality of football does not meet the European league standards.

Lack of Following: Soccer is not the most followed sport in the United States, falling behind football, basketball, and baseball.

European Competition: Young players desire to play in Europe, with their stronger teams and fan base, rather than in the United States.

Unappealing Salaries: MLS salaries do not compare with European league salaries, with Sporting KC’s highest paid player making around $1.7 million, while the lowest paid player will only make around $54,000, both a small fraction of European league salaries.

Opportunities:

Cultural Symbol: With consistent long-term success, Sporting KC has the ability to become a cultural symbol for the city.

Brand Awareness: Long-term success will lead to increased brand awareness, both locally and nationally, which will lead to an increased fan base.

Academy Team: Sporting KC’s academy team gives young players the opportunity to eventually join the team without going through the MLS draft process. The Academy has the opportunity to increase the signing from its current nine homegrown players.

International Presence: The club has the opportunity to invest in more international players who, in turn, will aid in the team’s future success.

Growing Interest in the Sport: There is an ever-increasing interest in soccer among the youth in the USA.

Threats:

Sports Competition: Sporting KC and other MLS teams compete for viewership and fans with the more dominant professional sports of football, basketball, and baseball.

Kansas City Competition: Sporting KC competes with the Kansas City Chiefs and the Kansas City Royals for its local fan base.

Perception Problem: The MLS is often referred to as the “retirement league” for former European players, which damages its reputation.

Major League Soccer (MLS) Competition: Sporting KC competes for brand enhancement, players and fans with the 23 other MLS teams, many in larger markets.

Injuries: Injuries can have a significant impact on a team’s season, which can hurt the club financially.

Front Office Decisions: Front office decisions can have a significant impact on Sporting KC’s brand, fan base, and financial success. For example, if the front office raises ticket prices, some fans no longer may be willing or able to pay to watch the team play. Similarly, terminating a coach or refusal to sign a popular player can adversely impact the fan base, particularly if Sporting KC performs poorly over a lengthy time.