Only the most heavily-medicated American partisans would not have felt humiliated Thursday when the U.S. national team was embarrassed, 3-0, by Brazil. This followed a similar, 3-1 spanking the other day at the hands of Italy.

We displayed technical inferiority, tactical confusion and gross immaturity. For the second consecutive game, an American was thrown out of the game for a dumb foul, forcing his team to compete with one less player. So, given the state of soccer in our land, should one bring in a band of shrinks to divine why a Chicago-based company has decided to spent a reported $130 million to have its logo on one team's shirt?

Not really. Check out my dispatch on a new romance between an insurance brokerage and the most famous of all soccer teams at