Aug 4, 2013, 4:05 PM EDT
The New York Cosmos’ long-awaited return was always likely to garner significant attention, and the sellout crowd of 11,929 at Hofstra’s Shuart Stadium ensured that, for one night, the hype would be justified. But after an event fueled more by nostalgia than any quality reported on the field, a difficult, uncertain future has finally arrived for the reborn club. As the buzz from their opener dissipates and the realities of second division soccer set in, the Cosmos are going to have to do more. They’re going to have to augment their history to establish relevance with a new generation.
That’s what’s striking about the Cosmos’ revival. For the most part, the hype around the team has been churned by the generation that experienced the original franchise’s success. Among younger fans — the demographic soccer is leaning on to try and achieve its mainstream success — the Cosmos brand just isn’t as strong. With some of the most prominent voices in the previous generation now occupying places in the media (people like Shep Messing), the message has been laid on a little thick. We’re being told the Cosmos are big — much bigger than their league or standing suggests — but we’re not seeing a proof of concept.
That’s not to say the Cosmos’ return isn’t big in other respects. That such a storied brand is making its competitive return is historic. But their time between competitive games was almost 30 years. The youngest people who have a relevant memory of the NASL are already into their late 30s and 40s. This might literally be your grandfather’s soccer team, with the contention that a team is automatically relevant based on brand alone reflecting another New York-based team: the Harlem Globetrotters.
As the Globetrotters show, in sports you just can’t get by on marketing alone. You can perhaps transcend athletics and go into show business, but if you’re going to be a major sporting brand, you have to be relevant in product (on the field) and in context (a compelling league). The New York Yankees, Los Angeles Lakers, Dallas Cowboys – they wouldn’t be their sports’ biggest brands without huge success in their sports’ biggest leagues, and as the toil of women’s sports as shown, the start power of people like Mia Hamm aren’t enough to make their teams or leagues significant. Team success and league profile are necessary.
Both of those are problems for New York. For an NASL team, the Cosmos have put together a compelling roster, though they’re unlikely to find major success in the fall season. The league’s more established clubs just have too big start for Giovanni Savarese’s team to be an overnight success, a struggle that bled through the cracks of their 2-1 opening night win against Fort Lauderdale. As Strikers’ head coach Günter Kronsteiner implied after the game, the Cosmos aren’t actually that good, yet. And until they can dominate second division clubs, they’re unlikely to find relevance on the New York sporting landscape.
Then there’s the league and that problematic second division existence. Unfortunately, in turning his back on MLS in July 2012, New York owner Seamus O’Brien has probably capped his club’s potential relevance, particularly with the full weight of Major League Soccer behind the 2015 arrival of New York City FC. Whereas at one time you could see the Cosmos being incorporated into Major League Soccer, now their existence is firmly tied to second tier. Owning a significant portion of the league’s marketing rights, O’Brien has a vested interest in the NASL’s success, while slow changes in league management and urged by the Cosmos mean more crucial decisions are originating in New York, not the NASL’s Miami offices.
In a recent interview with the BBC, Cosmos COO Erik Stover outlined the club’s vision. Is it to be promoted to MLS, he was asked? Not necessarily. The team needs to improve, though they’re not intent on doing it by outspending their NASL opposition. Training facilities, stadium, youth academy – there were a number of parts to the club that need to be put in place. But eventually they want to win U.S. Open Cup. They want to get into CONCACAF Champions League. They want to play in Mexico, where Stover noted Major League Soccer teams have yet to have relevant success. Is a potential appearance in a Club World Cup within the grandiose vision of this restart?
Still, let’s conjure a hypothetical and consider a world where the New York Cosmos reestablish their relevance. In that world, they’d then be a viable competitor with Major League Soccer, if not on a league level then certainty to the relevance of NYC FC and New York Red Bulls. At that point, doesn’t Major League Soccer start fighting back? And when that happens — when MLS starts meaningfully competing for fans, marketing with their new competitor in mind, competing for players — how do the Cosmos win that fight? What is a conception of success where they don’t have to spend themselves into the ground to gain traction against MLS?
Anything’s possible, but after yesterday’s opener, the Cosmos have reached their first summit. Inevitably, there’s going to be a dip in interest, one that will test their staying power. But lacking on-field success or league relevance commensurate with their self-manufactured hype — with so much of their relevance still tied to an incarnation that expired 29 years ago — it’s unclear what a viable end game is for this old team’s new addition.
Perhaps if he’s lucky, O’Brien can establish a new brand, entice a buyer, and recoup some of what he’s put in. That’s a more realistic goal for the Cosmos.
Jun 29, 2015, 11:25 PM EDT
A huge blow for Mexico as an injury will keep Mexico’s best defender off their Gold Cup squad.
Jun 29, 2015, 10:26 PM EDT
Ronaldinho is on the move again, and (thankfully) he’s not coming to MLS.
Jun 29, 2015, 9:23 PM EDT
Chile will play for their first Copa America title on Saturday. A chance to make history at home.
Jun 29, 2015, 8:31 PM EDT
Guus Hiddink is out as Dutch national team manager after less than a year in charge. Who do they turn to now, ahead of EURO 2016?
Jun 29, 2015, 7:04 PM EDT
It’s No. 1 vs. No. 2 in the world, but it’s only a semifinal.
Jun 29, 2015, 6:00 PM EDT
By the end of tonight, either Chile or Peru will have booked their place in the final.
Jun 29, 2015, 5:10 PM EDT
A goal and an assist — finally a dominant performance — in the weekend’s biggest rivalry game earns Darlington Nagbe POTW honors.
Jun 29, 2015, 4:27 PM EDT
“Rivalry Week” is in the books, and a number of derby day conquerors find themselves on the last MLS Team of the Week.
Jun 29, 2015, 3:21 PM EDT
Rog talks with the USWNT’s Meghan Klingenberg about the team’s lockdown defense, her karate training, and living with Jeff Van Gundy’s family.
Lamar Hunt U.S. Open Cup fifth round preview: Cosmos look to do MLS’ N.Y. double, Charlotte hits Chicago
Jun 29, 2015, 3:07 PM EDT
Here’s what’s on tap for Tuesday and Wednesday as the USSF tournament stays regional.
Jun 29, 2015, 2:23 PM EDT
Toronto FC and L.A. will kick off at 10:30 p.m. ET on Saturday. The Galaxy have won two of their last three matches.
Jun 29, 2015, 1:40 PM EDT
You think gossip’s going to take a Monday off? Pssh, please.
Jun 29, 2015, 12:52 PM EDT
Guangzhou Evergrande have added a big name to their title charge in the Chinese Super League.
Jun 29, 2015, 11:39 AM EDT
Many if not all neutral fans expect Argentina and Chile to make it through their Copa America semifinals en route to a border battle final.
Jun 29, 2015, 10:45 AM EDT
That picture is weird, but we’ll get used to it once the Premier League season begins in August.
Jun 29, 2015, 10:06 AM EDT
Less talking, more ranking. Feel free to debate in the comments section.
Jun 29, 2015, 8:30 AM EDT
FIFA’s weather-related move of the 2022 World Cup from to November-December has its first legal challenge.
Jun 29, 2015, 7:57 AM EDT
Could women’s football in England be en route to a Brandi Chastain moment of their own?
Jun 28, 2015, 11:37 PM EDT
Some vacationing footballers enjoying a bit of head-tennis
Jun 28, 2015, 9:54 PM EDT
Final: Timbers 4-1 Sounders
- Chile 2-1 Peru: Vargas’ wondergoal puts the hosts through to Copa America final (video) 0
- Men in Blazers podcast special: USWNT’s Klingenberg talks defense, Germany, karate 1
- It’s official: Petr Cech has swapped London clubs, Chelsea to Arsenal 4
- Spanish football league becomes first to take legal action over Qatar World Cup dates 3
- England’s case of World Cup fever just what the doctor ordered for women’s soccer in Britain 3
- Agent confirms Carlos Bacca has reached agreement with AC Milan 0