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When the announcement was made Sunday evening that Europe's 12 richest soccer clubs had formed a lucrative breakaway from the Super League, the first person who came to mind was Terry Crouppen, a Missouri personal injury lawyer and St. Louis loyalist Ram.

To understand the relationship between Missourians and the most significant development in soccer in 50 years, you first need to understand how the business of European soccer differs from the business of American soccer.

In American sports leagues, the norm is a cartel-like structure in which owners control the franchise and share the proceeds along the way. Since the 1980s, sports franchises have been shifting to different cities to maximize revenue and tax breaks. It's a common practice and a highly profitable arrangement. But it's completely different from the way soccer works. Or at least it is.

Traditionally, soccer clubs are seen as community assets rooted in a town or community. If there is an owner, he tends to do well as a local businessman, but the fan base only sees the owner as the custodian of the club. Teams almost never leave their town.

The concept of promotion and relegation is absolutely central to almost every soccer league on the planet, and is effectively the pyramid of a league in which a good season will move you up the league table, and a bad one down. It produces a variety of elite management abilities-a flawed elite management ability, but one that keeps even the biggest teams on their toes. Promotion and relegation are in the DNA of European soccer, but not in American sports. This poses too much risk to the owner's investment. Why invest money in a team at a time when a bad season could cause you to lose your spot in the standings?

Then the European Super League was announced. Manchester United, Liverpool, Arsenal, Tottenham Hotspur, Barcelona, Real Madrid, Atletico Madrid, Juventus, Inter Milan and AC Milan reached an agreement that effectively dropped the Champions League and replaced the news with an almost closed NFL-style structure. It met with almost unanimous outrage in Europe. So much outrage, in fact, that the entire program seemed to collapse under the weight of almost universally bad publicity within 48 hours.

But whatever happens, the CPL's plan has proven to most fans that a group of super-rich soccer club owners are willing to give up a century-old tradition to line their own pockets. This is not surprising. For the past two decades, European soccer has been taken over by billionaires, from both at home and abroad. But Sunday's announcement was an American initiative.

Where Terry Crouppen came in.

Back in February 2016, I was researching a book about how the super-rich took over soccer when I met Mr. Crouppen at the St. Louis Dive Club on Super Bowl Sunday. After two decades of putting down roots for the Rams, he was ready to give it up. The team's driver is Missouri-born owner Stan Kroenke, who moved the Rams to the more lucrative Los Angeles market.

In addition to the Rams, Mr. Kroenke owns the Denver Nuggets and the Colorado Avalanche. He is also a major shareholder in Arsenal, the prominent Premier League soccer club in North London. (He took full control of the club in 2018.) Kroenke is just one of a group of American billionaires who have made a clean sweep of U.S. sports franchises and are now turning their attention to the potentially more lucrative global soccer market.

 

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Since its launch in February, the kit has become a fashion item and has been voted as the best jersey at the World Cup. The Nigeria Football Federation claims to have pre-ordered as many as 3 million jerseys, and sales have matched the hype: within hours of its release, it sold out on Nike's website and Nike stores were filled with long lines . The jerseys nearly doubled in retail price on the secondary market.

But the scarcity and hype surrounding the kit has been a boon to international pirates, who have conducted a multi-million dollar business from Asia to Europe and Nigeria. The first sign of this came a week before the kit's official release, when several fans wore counterfeit products in pre-World Cup friendlies.