U.S. Soccer, like most sports organizations, is trying to get hip to this internet fad.  Their website now produces its own content, including print and video news reports, a blog and exclusive multimedia, but, as with any self-funded enterprise, the question is how much of the content is genuine and how much is propaganda.

Unless your website traffics in loose women or pictures of cats, you need to disseminate useful information.  One way U.S. soccer obtains such information is through a process described by one writer as “piggybacking” on reporting, which, U.S. Soccer admits, has sparked a few complaints.

Essentially, U.S. Soccer pays an employee to shadow journalists with a recorder during media interactions.  Before the media can use the quotations, U.S. Soccer runs them on the website.  They defend the practice.

“That kind of stuff is wide open for everyone to use,” a U.S. Soccer spokesperson said.  “Everyone is getting the same thing.”

They see it as a service for reporters who can’t make it to every national team event.  “We do that to provide as much information to as many reporters as possible,” the spokesperson said.

Another complaint was that opportunities for exclusive interviews were often going to the website, rather than the media.

U.S. Soccer denies this.  “Nothing has changed in terms of player availability,” the spokesperson said.  Though, they did mention that because they “cover it so well” it can be more difficult to provide “exclusive” content.

This statement raises an obvious question, how can you “cover” yourself with a conflict of interest?

The USMNT blog is thorough.  It has exclusive photos and travel itineraries, information on the latest man-crushes, previews, news and video highlights from players abroad and even coverage of the media.  It examines minutiae of the buildup toward Azteca on Aug. 12, even directing fans to U.S. Soccer bars.

There was not one mention of the 2-1 loss to Mexico.  Nothing to see here (or comment on) folks, literally!  Move along.

U.S. Soccer blamed the “timing” citing “a very quick turnaround” between the match and their flight back to Chicago.  They also said that because they presented the information elsewhere on the site, it was “not necessarily needed in the blog.”

To be fair, the information was available.  Though, firmly embedded in the lead ahead of the result was “After U.S. Takes First-Ever Lead at Estadio-Azteca.”  Those ten minutes the U.S. had the lead were magical, but if that’s how we’re measuring success against our greatest rivals, we have a problem.