Aug 4, 2013, 4:05 PM EST
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.
Nov 24, 2014, 7:30 AM EST
Two teams on very different form meet on NBCSN to finish off the weekend’s Premier League action.
La Liga and Serie A roundup: Valencia, Napoli falter in Champions League bids; Milan derby a stalemate
Nov 23, 2014, 10:20 PM EST
Catch up on all of Sunday’s action and movement in La Liga and Serie A.
Nov 23, 2014, 8:15 PM EST
The Revs and Galaxy may both hold one-goal advantages, but they’re very different leads built in very different ways.
Nov 23, 2014, 7:45 PM EST
The Crystal Palace manager hailed his side’s “Neil Warnock performance” as they pull themselves out of the relegation zone.
Nov 23, 2014, 7:14 PM EST
The Galaxy find themselves just 90 minutes from the third MLS Cup final in four years after a narrow victory over the Sounders.
Halftime, MLS Cup Playoffs: LA Galaxy, Seattle Sounders in 0-0 Western Conference Championship stalemate
Nov 23, 2014, 6:05 PM EST
Zeroes on the scoresheet, but plenty of action in the first half. Sounders very patient, but Galaxy getting close.
Nov 23, 2014, 5:32 PM EST
He’s only ever done it twice in his MLS career, but with the season — and maybe his career — on the line, Thierry Henry will play on artificial turf next week.
Nov 23, 2014, 4:50 PM EST
The Spurs manager wouldn’t be drawn into talk about the winner from Christian Eriksen or the red card to Gaston Ramirez, instead discussing how he was just delighted to get three points any way he can.
Lineups, MLS Cup Playoffs: LA Galaxy host Seattle Sounders in Western Conference Championship, leg 1
Nov 23, 2014, 4:25 PM EST
Lineups are in for the Galaxy and Sounders’ Western Conference Championship first leg matchup. Two massive omissions leave Seattle shorthanded.
Nov 23, 2014, 4:07 PM EST
The Eastern Conference Championship first leg finished Red Bulls 1-2 Revolution, putting Jay Heaps’ side in full control of the series.
Nov 23, 2014, 3:10 PM EST
Steve Bruce challenged the decision to give Gaston Ramirez a straight red card, and criticized Tottenham defender Jan Vertonghen for going down too easily.
Halftime, MLS Cup Playoffs: New York Red Bulls 1-1 New England Revolution after thrilling first half
Nov 23, 2014, 2:52 PM EST
The first 45 at Red Bull Arena was wild. Take a deep breath and relive the thrilling actions, goals and all.
Nov 23, 2014, 2:00 PM EST
New England is undefeated in 11 straight matches with Jermaine Jones in the lineup.
Nov 23, 2014, 1:29 PM EST
Brendan Rodgers was quite downtrodden following Liverpool’s 3-1 defeat at Crystal Palace, the club’s third defeat in a row.
Nov 23, 2014, 12:55 PM EST
Hull led inside 10 minutes and looked solid on both ends, but a straight red to Gaston Ramirez for a kick at Jan Vertonghen, and Christian Eriksen completes the Spurs comeback a minute before full time.
Nov 23, 2014, 11:50 AM EST
Fastest ever red card? It certainly has a shout after Australian completes an ugly tackle straight after coming on.
Nov 23, 2014, 10:48 AM EST
Mauricio Pochettino has called on Ben Davies and five others to fix things for Spurs, as both sides make a whopping six changes to their lineups from last weekend.
Nov 23, 2014, 10:26 AM EST
Yannick Bolasie was a force down both flanks as Neil Warnock’s Crystal Palace pulls out of the relegation zone.
Nov 23, 2014, 10:01 AM EST
David Moyes began his tenure in Spain with a 0-0 draw, but there was more to it than that.
Nov 23, 2014, 8:19 AM EST
After missing the World Cup while rehabbing a serious ankle injury, Marco Reus is faced with yet another long road back.
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- Recap: LA Galaxy grab 1-0 lead over Seattle Sounders in Western Conference Championship 1
- Despite artificial turf, New York Red Bulls’ Thierry Henry says he’ll play next week at New England 1
- Recap: New England Revolution snatch 2-1 lead, two away goals from New York Red Bulls 6
- Video: Brendan Rodgers says Liverpool needs to “become a team” 1