Fox plays Trump card to pump up US, but Mexico has a fiesta

US vs Mexico Rose Bowl

By Ben Nicholson
October 10 – The one-off CONCACAF Cup game between Mexico and the US, which Mexico won to decide who will be the region’s representative at the 2017 FIFA Confederations Cup in Russia, was well and Trumply politicised. A record 93,000 crowd packed the Rose Bowl and viewing figures are also expected to have broken records for a national team game. 

Off the field social media played their part with a storm of comment over FOX Soccer using snippets of Donald Trump’s Republican candidacy campaign speeches in its advertisements for the game.

In the advert, Trump states, “I love the Mexican people… They have amazing spirit,” before advocating that the US are “bigger, better, stronger… and we will make America great again.”

The advert mirrors Mexican broadcaster TV Azteca’s commercial for the same game that replayed Trump’s infamous statement, “When Mexico sends its people, they’re not sending their best.”

FOX Soccer’s opening line indicated jovial intention; Trump states: “We are going to have a little fun tonight.” However, the nature of that fun is less clear.

It could, for example, refer to the comedy of an attempt to contort Trump’s xenophobia into respectful rivalry.

As jocular as the advert hoped to be, it is doubtful that those soccer fans that sit with the more moderate political community enjoyed seeing Trump presented as their national soccer team’s spokesperson.

As inciting as the advert hoped to be it has surely succeeded, even if waywardly so. The US audience may well be antagonized but the direction of these sentiments may point toward FOX rather than the actual opponents on Saturday.

Both adverts have tongue in cheek and an accompanying political wink, demonstrating further the entwining of sport and politics.

TV Azteca’s advert used Trump’s words as inverse motivation, while implicitly condemning the Republican candidate himself (though largely to a populace that will not be able to vote for or against Trump.)

FOX Soccer’s advert used Trump’s words as direct motivation, while providing a platform for pardon of his former public condemnation (to a populace that will be able to vote for or against.)

The rivalry between the U.S. and Mexico is not only embodied through Trump but potentially also in the medium of trademark.

The U.S. Soccer Federation (USSF) filed in June a notice of intent to use the phrase, “Dos a Cero” with the United States Patent and Trademark Office.

The phrase harkens back to the 2002 World Cup where the U.S. earned an unexpected 2-0 victory over Mexico in the Round of 16. The chant was taken up by the U.S. fans and has become a common feature on U.S. soccer merchandise.

A letter contesting the trademark has been sent by fans that believe that the phrase is “decorative of ornamental” and thus should not be granted to USSF.

The fans believe that “Dos a Cero belongs to everyone” and should remain in the public domain.

And all this and more provides context for tomorrow’s game, but don’t expect its mention in the 90-minute broadcasting build up.

Contact the writer of this story at moc.l1739839470labto1739839470ofdlr1739839470owedi1739839470sni@n1739839470osloh1739839470cin.n1739839470eb1739839470