FanHouse U.S. Open Cup

The team with 'Tradition' printed on the backs of their jerseys, the one whose marketing campaign for Wednesday night's U.S. Open Cup final centered on a collection of trophies unsurpassed in this country, wound up being the side that appeared nervous and out of its depth. The visiting Seattle Sounders attacked D.C. United from the start with confidence and speed and were unlucky not to be ahead by two goals at the half. They sealed their first trophy when Fredy Montero scored in the 67th minute and D.C. goalie Josh Wicks lost his mind, jumped on the Colombian and was ejected.

Seattle's players, staff and ownership celebrated heartily afterward in RFK Stadium's visitors' locker room, spraying champagne and singing their traditional rendition of "Jingle Bells." FanHouse was there and spoke with former U.S. national team goalkeeper and Sounders captain Kasey Keller and minority owner and comedian Drew Carey about winning the Cup and what makes their club different from its competitors in Major League Soccer.

The Avellaneda billboard war began in the spring of 2005. Racing Club, for reasons unknown, paid for a sign toward the end of the bridge that connects central Buenos Aires with the southern "suburb" celebrating its status as "the only team to fill two stadiums on the same day." It was referencing the Thursday four years before when it clinched the Apertura championship at Velez Sarsfield before thousands of its own fans, then returned to celebrate at a packed El Cilindro.

Archrival Independiente quickly responded, proclaiming on its own sign nearby that, "We may fill only one stadium, but we win more than one title every 35 years." Racing soon returned fire, and it was on. I was lucky enough to be in Argentina at the time and was both fascinated and envious, hoping that someday our clubs would be as passionate and hilariously petty as theirs.

That day may be Wednesday, as D.C. United hosts the Seattle Sounders in a U.S. Open Cup final that may be a turning point for both the oft-ignored competition and the way American soccer clubs market themselves.

Major League Soccer's marketers, often guilty of a bit of hyperbole, can't be accused of it this time over their 'Summer of Soccer' campaign. Between World Cup qualifying, the recently-completed Confederations Cup, CONCACAF Gold Cup, Superliga, the start of the CONCACAF Champions League and visits by the likes of Barcelona, AC Milan, Chelsea and more, we're in danger of saturation.

The schedule serves to throw a bit of cold water on the argument that the sport isn't growing in this country, as does the U.S. national team's performance over the past week in South Africa. Before looking ahead, it's worth looking back at what we learned from the Yanks' roller coaster ride.