You know who Landon Donovan is. America’s soccer superstar, Donovan’s celebrity status has reached a high not seen in the US since Pele came to play for the Cosmos. The general American public is starting to take notice, but so is the European soccer world. Even after Don Garber declared Donovan wasn’t for sale, Manchester City named him as a transfer target. When Donovan “isn’t” for sale, but offers are still coming in, the question must be asked: how much is Landon Donovan worth?
While Donovan was considering a move to Everton, the price commonly tossed about was $10 million. At the time, Donovan was unproven in Europe, having failed in three separate German excursions. As he emerged as player that would not only play well, but also score goals in the Premiership, Donovan’s value increased. Suddenly $10 million become $12 million. $12 million became $15 million. Ultimately, Donovan decided to enjoy the warm, Southern California climate and signed a new deal with the LA Galaxy that more than doubled his salary.
The Galaxy started the season off hot, but the World Cup was where Donovan had a chance to really shine. Shine he did. He most certainly did. With one goal, Donovan went from American soccer star to national hero. Don Garber may have been smiling that day, but every European club looking to sign the American talisman sighed. The price had just gone up. Way up.
Truth be told, Donovan’s value on the field hasn’t changed all the match. MLS fans have known for years that he is an amazing talent the likes of which this country has never produced. To borrow a baseball term, Donovan is a five-tool player. He can do anything you ask of him. Where Donovan’s value has grown is off the field. Most notable able that growth is that is where investors pay attention. Off the field is what really matters.
If done right, Landon Donovan can drive MLS attendance all season. His return game following the World Cup drew 27,000 to the Home Depot Center. That number is higher than the average attendance of any NBA team this season. For the rest of the season, MLS can ride the Donovan wave in every stadium. When the Galaxy are in town, normally empty seats should be filled. Seats that are usually filled should be in high demand.
The time to sell Donovan has not come. Wait until after MLS Cup. By then, the Donovan publicity bump will be dead. The delay won’t affect Donovan’s play at all. He proved last year that he can step into a team like Everton and provide an immediate burst of energy. The delay will also help weed out the teams that want Donovan (Everton) and the teams that just want Donovan to sell jerseys in the US (Manchester City).
Once the European season begins, the rest of the world will have forgotten about the World Cup. Donovan’s value may have dropped some as a result, but MLS will be more likely to find a taker when the price is realistic. $15 million sounds about right. What do you think?
Adam Soucie is the author of Soccer, Not Football, a blog focused on the American game. If you’ve liked this piece, check out his other work. If you haven’t liked it, he promises there’s better stuff on his site.