There's an armada of reasons why it won't take off, but one of the big ones is that there's not really that much room for the sponsorships that the networks want (The incentive is always money). You can't 'commercialize' it because each half is continuous with no breaks in action (unless there's a catastrophic event or serious injury) and the only time for commercials is at halftime when nobody's watching.
I believe they also bought the rights to other away qualifiers as well. It's a shame really. Fox got the 2018 & 2022 World Cup rights so the days of soccer on ESPN will soon be a thing of the past, which is a real shame. ESPN has a much bigger reach in the sports world and Fox is just downright terrible in it's coverage and publicity.
Not to mention having to deal with Eric Wynalda....