Here is a slice of a dispatch from today's ESPN presentation in New York City that confused me: "Coca-Cola is looking at aiming its World Cup advertising not only at Hispanic consumers, Mr. Tripodi said, who traditionally follow the World Cup closely, but also African-Americans and the general market, particularly 'soccer moms.'" Hold up — I understand the desire to expand marketing efforts, but I thought soccer moms were dubbed such because they spent a fair amount of time ferrying their children to activities like soccer, and not because they had a passion for the game? If the latter were true, certainly attendance at Major League Soccer events would be increasing at a faster clip than it currently is.