The Journey of Alan Rothenberg: A Catalyst for Soccer’s Rise in the U.S.

omidbasir- Alan Rothenberg’s journey into the world of soccer began with a limited understanding of the sport. Growing up in the Midwest during the 1950s and 60s, he admired traditional American sports but had only a cursory acquaintance with soccer, having co-owned the NASL’s LA Aztecs from 1978 to 1980. His involvement in a business venture aimed at improving Cuban-American relations, which included a friendly match between the Cuban national team and the Aztecs, marked one of his early forays into international soccer. Rothenberg recalls a newspaper describing his then-business partner as the ‘Henry Kissinger of sports.’

While many attribute the rise of soccer in the United States to the 1994 World Cup, Rothenberg believes the true turning point came earlier. In 1980, as Los Angeles prepared to host the Olympics, Rothenberg felt compelled to contribute to his community and was tasked with organizing men’s soccer for the Games. This was groundbreaking, as it was the first occasion the International Olympic Committee permitted professionals to compete. Despite being a devoted sports fan, Rothenberg was not well-versed in soccer’s intricacies, prompting him to educate himself during the 1982 World Cup in Spain, which proved to be a formative experience.

Equipped with newfound knowledge, Rothenberg faced the significant challenge of establishing soccer at the Olympics. He advocated for a U-23 tournament format to prevent talented Soviet professionals from dominating. Anticipating low ticket sales for a traditionally amateur sport, he was surprised when over 20,000 fans entered without tickets for the opening match—far exceeding expectations. Official attendance figures exceeded 37,000, but Rothenberg estimates the number was closer to 50,000. The subsequent matches drew even larger crowds, culminating in a remarkable 100,000 fans for the final, solidifying the tournament’s success in the eyes of FIFA and showcasing soccer’s potential in the U.S.

By 1990, Rothenberg had transitioned from a practicing lawyer to an influential figure in U.S. soccer. He was instrumental in laying the groundwork for the 1994 World Cup, working in a dusty trailer while the U.S. Soccer Federation faced financial difficulties. His approach was to negotiate a contract that would reward him only if the tournament succeeded, reflecting the widespread skepticism regarding its financial viability. Ultimately, the 1994 World Cup drew 3.6 million fans, setting new attendance records and significantly elevating the profile of soccer in America.

Rothenberg’s contributions didn’t stop there; he advocated for the establishment of a professional soccer league, engaging potential owners during a time when sports investment was far less common. The initial ambitious plans for Major League Soccer (MLS) were tempered by the need to attract investors without the daunting requirement of building new stadiums. Although many investors were hesitant, the groundbreaking decision by Lamar Hunt to construct a soccer-specific stadium in Columbus proved pivotal, leading to increased interest and attendance across the league.

Despite early discussions of him becoming commissioner, Rothenberg opted to step back, allowing others to navigate the challenges that MLS faced in its formative years. As he observed from a distance, the league evolved and prospered, with franchise values soaring into the billions and global soccer stars gracing American fields.

Additionally, Rothenberg played a crucial role in promoting women’s soccer, helping to secure the inclusion of women’s soccer in the 1996 Olympics and advocating for the 1999 Women’s World Cup in the U.S. His efforts culminated in the iconic moment of Brandi Chastain’s celebration, marking a significant milestone for women’s sports in America.

In subsequent years, Rothenberg has remained active professionally, founding and selling a bank, leading projects like the remodeling of Los Angeles International Airport, and consulting for sponsorship rights in sports. As he prepares to attend World Cup matches in Los Angeles, he reflects on his journey with pride, knowing he has significantly influenced the landscape of soccer in the United States.