KROENKE BUILDS UP HIS ARSENAL.

Byline: NICK GREEN

American soccer fans like their sugar daddies.

Were it not for the financial benevolence of the likes of the late Lamar Hunt or billionaire Phil Anschutz, Major League Soccer would not exist.

But it's one thing for rich Americans to make a relatively modest investment in MLS; it's quite another to invest in soccer overseas where the value of teams is much higher.

Late last week English Premier League team Arsenal announced that Denver billionaire Stan Kroenke owned 11.26 percent of the club.

Kroenke, who owns the Colorado Rapids as well as NBA and NHL teams, became the first MLS owner to invest in a major European soccer team.

That triggered a new wave of speculation in England that Kroenke might launch a takeover bid for the entire team, making Arsenal the fourth EPL team to find itself under American ownership. The difference, though, is that the other American investors don't own MLS teams.

And that means Kroenke's move could have major ramifications for American soccer.

"What could be a better statement for his commitment to soccer?" MLS Commissioner Don Garber said of Kroenke's Arsenal deal. "It's a great story for us."

The reason the former NFL executive believes it's such a "great story" is that he knows selling soccer in this country is unlike selling any other sport.

So the best way to understand how to increase the popularity of soccer in this country is to apply lessons and knowledge here that teams have long used in Europe.

"There might be a lot to learn about soccer in the community there and the place soccer has in those communities," said David Carter, who heads up the USC Sports Business Institute. "I don't think you can but help learn from that and help import that fever and import that experience."

The Rapids, who this season became the latest MLS team to open their own stadium, will become the prime beneficiary of that knowledge and experience.

But it is also likely to ripple throughout MLS.

Kroenke's financial investment in Arsenal followed nine months of negotiations between the English team and Rapids over "an innovative strategic relationship" between the two clubs announced in February. That relationship will include a variety of commercial and marketing initiatives.

Local soccer fans have seen this before. In 2004, with much fanfare, the Galaxy announced a partnership with Brazilian team Sao Paulo. Supposedly that was to include collaborations involving coaching, player development, sports medicine, marketing and the like.

But aside from an exhibition game in Carson (Sao Paulo sent a largely second string team) and picking up one Brazilian player (who has since moved on), three years on the partnership is all but moribund.

"We haven't had too many involvements with them," said Galaxy spokesman Patrick Donnelly. "It's hard to say right now if that's dead or not."

It's unlikely the Rapids' relationship with Arsenal will meet the same fate.

"We already have a strong marketing relationship," said Paul Andrews, chief marketing officer and senior vice president for Kroenke Sports Enterprises.

"With our owner having an investment position in Arsenal FC, I think it makes us even stronger in our ability to work together, especially on the marketing front."

The benefits to U.S. Soccer from a legitimate partnership are endless. Perhaps the likes of injured Arsenal striker Thierry Henry could end up on loan at the Rapids to regain match fitness before the English season begins in September. Or Rapids players could train and play with Arsenal during the MLS offseason. Or Arsenal's expertise in selling tickets or tapping into commercial opportunities could be modified for the U.S. market.

Kroenke represents the first of what will hopefully become a new generation of sugar daddies for American soccer who recognize their involvement must be about more than just money.

And that can only be good for MLS.

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Photo:

Arsenal's Emmanuel Adebayor, left, and Cesc Fabregas could become well known in the U.S. if Stan Kroenke has his way.

Chris Young/AFP/Getty Images