Alan Rothenberg served as the CEO of the USA-hosted 1994 World Cup, whose attendance record remains unsurpassed despite having fewer games than the seven World Cup that followed.
That a nation without a soccer pro league would pull off such a successful World Cup was far from certain when Rothenberg was put in charge in 1990.
A spectacular World Cup draw was one part of Rothenberg’s buildup strategy. He orchestrated an unprecedented version of the event that featured a slew of A-list celebrities.
“The final draw in Las Vegas in December 1993 helped set the big-event tone,” Rothenberg writes in his memoir, “The Big Bounce: The Surge That Shaped the Future of U.S. Soccer,” to be released in February. “It was clear to me from the beginning of our organizational effort that we had to make the World Cup a big event in every way imaginable. That was why we got as many celebrities as we could to liven up events that might otherwise have been staid.
“The night before the final draw, we had a big banquet with James Brown and Smokey Robinson as the featured entertainers. We also created the first-ever FIFA World Cup Expo.”
The Expo, at which venues, sponsors and licensees displayed their wares and liberally gifted swag, took place at Caesars Palace and was expected to attract 2,000 visitors. About 8,000 showed up.
The 90-minute draw show took place at the Las Vegas Convention Center and was televised to a global audience of 500 million.
Dick Clark and Faye Dunaway hosted. Comedian Robin Williams emceed for about 10 minutes during the Pot 4 segment with FIFA Secretary General Sepp Blatter. James Brown, Willie Nelson, Stevie Wonder, Barry Manilow and Vanessa Williams performed on stage. A Rod Stewart performance was delivered via video.
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