There is a reason why Americans are disillusioned with what the rest of the world calls football. In addition to being a low-sometimes-no-scoring game, soccer lacks the level of aggression that so defines the American culture. The methodical focus and relative politeness of soccer makes matches monotone to American-breed sports senses.

Absent in soccer are the pretentious--even brass--players who know that part of the game involves putting on a good show for the viewing audience and sponsors. In football, cheerleaders and sometimes marching bands help maintain the pep for slow-moving games. In soccer, cheering and spontaneous sing-a-longs are solely fan driven. Also fan-driven is the sea of national pride displayed by each country and the camaraderie between teams and their players. In America, being from the same country rarely equates to unity between the States. Football is a competition not an opportunity to fraternize.

More interesting than the first hour and ten minutes of a soccer match are the fans and sometimes, the commercials. More interesting in the first hour and ten minutes of a football game is the game.

In many ways, the international soccer audience is very much like the brands that support them--self-promoting. In America, name brands plaster everything mobile and stationary but individuals tend to drive promotions through word of mouth. In an ad overdosed society, it takes much more to garner viewer attention and ultimately consumer loyalty than the Because I said so, approach so prominent in American sportsespecially football. Soccer seems to carry an infectious, Because we said so, free-for-all. It makes a difference when an entire country calls a national holiday, stops civil wars, and postpones major elections for something they believe in. No American sport has that type of influence.

It will take a little more than World Cup 2006 to convince Americans that soccer is the premier game of choice. In addition to appeasing an international fan-base, sponsors must realize that Americans are often easier convinced to lead than to follow.

Isha Edwards

Isha Edwards is a Chicago native and a graduate of the University of Illinois at Chicago. Fueled with the desire to use business concepts to meet the needs of others, Isha opted to leave Chicago?s ?gold coast? and relocate to Atlanta, Georgia.

Since 1992, Isha has served in a variety of administrative and educational roles. A certified business teacher, she has ten years of experience in education. She also has more than 14 years of business experience in corporate and nonprofit organizations.

Among a myriad of talents, Isha is an avid freelance writer whose experience varies from business communications to proofreading and copyediting. Her work is often featured in The Industry Cosign an online urban entertainment magazine. Recent publications include articles in Knowledge@Emory, Goizueta Magazine, Emory University?s Women?s News and Narratives (WNN), HHNLive, Fusion?s debut mini music magazine, and a feature online article for Atlanta Writer?s Group. Scheduled for release this year are publications in World Christian Times, Eternal Portraits, and IMAGE Magazine.

In addition to being a program admin at Emory University, Isha is an instructor at Emory?s Center for Lifelong Learning. A business owner, Isha?s role involves developing brand awareness for clients through strategic alliances, promotional events, print, and other forms of media.

Isha enjoys entertainment and the performing arts to include music and dance. Her spare time is occupied with project management, marketing and administrative consulting, and community volunteerism.