AS Robbie Williams will testify, 'breaking the American market' is no easy thing.

AS Robbie Williams will testify, 'breaking the American market' is no easy thing.

But that is precisely what some of the biggest clubs in British football are trying to do during this pre-season.

Like the 19th century prospectors, Europe's elite are heading west in search of gold. But is it fool's gold?

Graham Smith is the US-based agent who helped put together Everton's trip to Houston.

He is sceptical about the chances of the English clubs making an imprint on the US sporting psyche.

Everton, unlike some of the other Premiership outfits, have no commercial agenda to their visit.

It is the facilities, the change of scenery and the opportunity to pit their wits against the different footballing style of Mexico's top sides - Club America and Pachuca - that proved the biggest draw.

And, according to Smith, that is the best the English sides can expect this summer.

He is certainly well placed to gauge the mood of the American sporting audience.

He has been living in Los Angeles since 1994 but was brought up on Merseyside, first in Dovecot and then Rainhill.

A lifelong Evertonian, he played in the same side as Joe Royle during his days at Quarry Bank School and went on to forge a successful career in the game with Notts County, Colchester, West Brom and Cambridge United.

After hanging up his boots his romance with the game continued, working for a decade at adidas before joining the board at Chelsea in 1985 and overseeing the club's commercial operations.

After leaving Stamford Bridge in 1990 he set up his company, the First Wave Sports Marketing Agency with Frank McLintock.

As an agent, he helped take Preki and Robert Warzycha to Everton and represents a number of European-based players.

And his verdict of the influx of European 'soccer' clubs to the US is straightforward.

"I am sure the English clubs think there is a commercial opportunity for them over here," admits Smith. "But, in truth, at this moment in time there really isn't. The American sporting public are pretty ambivalent about it all.

"For the limited football market there is over here, there was awareness of Wayne Rooney during Euro 2004.

"USA Today even devoted a line or a photograph about him during the tournament. But if he walked into this hotel where the team are staying nobody would recognise him.

"There is always a marketing edge on things in the States. But the clubs in England are deluded somewhat if they can think they can crack it.

"The real benefits of coming here lie in the facilities and the change of environment."

Last summer when Manchester United arrived for their tour they played to record-breaking crowds in both Seattle and Philadelphia.

The club pocketed #1.3m from that tour and intend to make it #2m this summer. No doubt others are hoping for a similar revenue boost.

But for the US fans it is just an interesting sideshow. Once the clubs return home, the short-term interest will wane and they will return to the more popular sports like basketball, American football, ice hockey and baseball

The conclusion is simple. It is not a case of what the club's can do for America, rather what America can do for the clubs.