Flawed heroes and great talents: the challenges associated with framing soccer legends in the NASL

The essay explores the ways that the North American Soccer Leagues (NASL) attempted to frame footballing stars in terms that North American fans would understand and embrace. The impetus for this approach was economic and influenced by the success of Pelé. However, the essay argues that the approach was deeply flawed and missed the obvious challenge of replacing Pelé – that he was irreplaceable. Nevertheless, the NASL and its boosters sought to position several stars as the natural successors to Pelé, including Franz Beckenbauer, George Best and Johan Curyff. The essay thus explores how these NASL stars were framed and how these frames would ultimately become limited.