What now for the New York Cosmos?

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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.

FIFA probe: Al-Khelaifi confirms his presence in Switzerland

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PARIS (AP) Paris Saint-Germain president Nasser Al-Khelaifi says he will go to Switzerland next Wednesday to answer questions from Swiss prosecutors investigating the suspected bribery of a top FIFA executive for World Cup broadcasting rights.

Criminal proceedings against Al-Khelaifi, who is also CEO of Qatar-owned BeIN Media Group, former FIFA secretary general Jerome Valcke, and an unnamed businessman working in sports rights were announced by the office of Switzerland’s attorney general last week.

The case involves the award of broadcast rights for the next four World Cups from 2018 through 2030.

Al-Khelaifi is alleged to have offered advantages to Valcke – FIFA’s CEO-like secretary general from 2007 until his firing in January 2016 – for the award of media rights in certain countries for the 2026 and 2030 World Cup.

Speaking Wednesday night on Canal Plus television, after PSG’s 4-0 win away to Anderlecht in the Champions League, Al-Khelaifi confirmed his trip to Switzerland.

“I have an appointment on the 25th. I will go there to speak with them, the Swiss (authorities),” said Khelaifi, who attended Wednesday’s match in Belgium. “That’s all.”

The proceeding against Al-Khelaifi is one of the first direct links to Qatar in sweeping investigations by federal law enforcement authorities in Switzerland, the United States, and France concerning FIFA, international soccer, and the 2018-2022 World Cup bidding contests.

Last week, the Paris offices of BeIN Sports were searched. Properties were searched in Greece, Italy, and Spain while Valcke was questioned in Switzerland.

Europa League preview: Arsenal in Serbia, Everton desperate vs. Lyon

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The twelve groups of the UEFA Europa League bring forth soccer on Thursday, with a bevy of matches dotting the continent.

[ MORE: Full Europa schedule ]

Here are the top five matches to keep an eye on.

Everton vs. Lyon — 3:05 p.m. ET

If you would’ve told Ronald Koeman his Toffees would walk into this match with just one point but sit only another behind Lyon, he’d probably tell you to take a hike. But Lyon drew 1-1 at Apollon Limassol and 1-1 at home to Atalanta, opening the door for Everton to finish the day in Group E’s top two slots.

Nabil Fekir and Real Madrid loanee Mariano Diaz have seven goals each for Lyon, while ex-Premier Leaguers Memphis Depay and Bertrand Traore are also key components of the French outfit’s attack.

Red Star Belgrade vs. Arsenal — 1 p.m. ET

Arsenal in Europa has been pretty thrilling, with 3-1 and 4-2 wins under Arsene Wenger‘s belt ahead of the first of two with the 1991 European Cup winners. It’s a nice challenge for Canadian national team backstop Milan Borjan, who should be the man to try to thwart the Gunners in Serbia.

Hoffenheim vs. Istanbul Basaksehir — 3:05 p.m. ET

The favorites to win the group are dead last in the group as they welcome the perceived group underdogs from Turkey. The Super Lig runners-up have some familiar names on the roster with Emmanuel Adebayor, Gael Clichy, Eljero Elia, Mevlut Erdinc, Gokhan Inler, Aurelien Chedjou, and Emre Belozoglu.

AC Milan vs. AEK Athens — 3:05 p.m. ET

Milan has been burying goals in Europa play, with five at Austria Wien and three in a home win over Rijeka. Enter Athens, which has scooped up four points in group play and will look for a win to put them ahead of the group-leading Rossoneri.

Nice vs. Lazio — 1 p.m. ET

The only group with a pair of 2-0 teams. Mario Balotelli is plenty familiar with his Roman opposition from his time in Serie A.

Probe finds racial discrimination by England women’s coach

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LONDON (AP) Former England women’s team coach Mark Sampson racially discriminated against two of his players, a fresh Football Association investigation has concluded after initially dismissing allegations of wrongdoing and prompting a damaging public row with striker Eni Aluko.

Sampson was cleared of discrimination by earlier FA investigations but was fired last month because of an unrelated case of inappropriate conduct toward players in a previous job.

[ MORE: Champions League at halfway mark ]

Only now has a barrister considered new evidence about Sampson’s conduct toward England internationals Aluko and Drew Spence, with the details being released ahead of a parliamentary hearing.

“I have concluded that on two separate occasions, MS (Sampson) has made ill-judged attempts at humor, which, as a matter of law, were discriminatory on grounds of race,” barrister Katharine Newton wrote in the report.

One racially discriminatory comment by Sampson in 2014 toward Aluko requested her family members from Nigeria didn’t come to a game because of Ebola.

“MS (Sampson) did treat EA (Aluko) less favorably than he would have treated a player who was not of African descent,” Newton wrote. “MS had therefore subjected EA to less favorable treatment because of her ethnicity.”

During a team meeting in 2015, Sampson also asked Spence if she had been to prison, and then suggested she had been arrested four times. Newton concluded that the comment was made “because of her ethnicity.”

[ MORE: Hamid leaving DC United ]

FA chief executive Martin Glenn apologized to Aluko and Spence before the hearing. But Aluko told legislators that Glenn’s earlier conduct toward her was “bordering on blackmail” after he threatened to withhold payments from an 80,000 pound ($105,000) financial settlement unless she published a statement saying the FA “was not institutionally racist.”

With Aluko sitting behind him, Glenn later told the hearing that the player had not been blackmailed.

Instead Glenn said that an August tweet by Aluko – “at least we now know the FA’s stance on derogatory racial remarks by an England manager. Ignore, deny, endorse” – was a “clear breach of the agreement.”

Aluko, who was part of the team that finished third at the 2015 World Cup, has not played for England since making her 102nd appearance in April 2016.

There was a more apologetic tone from Glenn in his written statement on Wednesday, saying that Sampson’s conduct was “not acceptable” and he “would like to sincerely apologize” to Aluko and Spence.

“Our ambition has always been to find the truth and take swift and appropriate action if needed,” Glenn said. “It was our decision to have the original, second and final investigation to ensure that due diligence was taken. It is regrettable that Eniola did not participate in the first external investigation as this would have enabled Katharine Newton to conduct and complete her investigation sooner.”

Report: Hamid leaving DC United to “push himself” elsewhere

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Bill Hamid is taking his talents elsewhere.

The 26-year-old has been with DC United since 2007, making an even 200 appearances across all competitions.

[ MORE: Champions League at halfway mark ]

Hamid is thrice capped by the United States and widely considering to be one of the best shot-stoppers in the league, but the Washington Post’s Steven Goff says Hamid wants to showcase himself on a new stage.

“I want to push myself and see how far I can go because I know I have the work ethic and the hunger to take myself very far in this game. I know I can make it to the next level.”

Hamid is likely to wind up in Europe, and Goff said Danish club Midtjylland is the favorite. He’s also been scouted by Eintracht Frankfurt.

With a new United States men’s national team coach set to be appointed and Tim Howard, Brad Guzan, and Nick Rimando all on the back end of their time with the USMNT, Hamid has to look at himself as competing with Ethan Horvath and any number of young prospects.

Horvath is 22 and starting for Club Brugge. If their season continues on its pace, he’ll have a Belgian title and a Norwegian title under his belt.

U-20 players Jonathan Klinsmann (Hertha Berlin), Brady Scott (Koln), and Justin Vom Steeg (Fortuna Dusseldorf) are in German systems, while U-17 World Cup starters CJ dos Santos is at Benfica.

Age when making European debut and club
Tim Howard, 24, Manchester United
Brad Friedel, 23, Newcastle United
Brad Guzan, 23, Aston Villa
Kasey Keller, 23, Millwall
Tony Meola, 21, Brighton and Hove Albion
Ethan Horvath, 19, Molde