Fort Lauderdale Strikers v New York Cosmos

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.

Youthful Tottenham Hotspur lose to Juventus in ICC opener

MELBOURNE, AUSTRALIA - JULY 26:  Cameron Carter-Vickers of Tottenham Hotspur and Paulo Dybala of Juventus FC compete for the ball during the 2016 International Champions Cup match between Juventus FC and Tottenham Hotspur at Melbourne Cricket Ground on July 26, 2016 in Melbourne, Australia.  (Photo by Scott Barbour/Getty Images)
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Italian champs Juventus beat Tottenham Hotspur 2-1 at Melbourne Cricket Ground in Australia on Tuesday as Paulo Dybala and Medhi Benatia both scored in the first half and Erik Lamela pulled one back for Spurs in the second half.

[ MORE: United to let four go ]

The International Champions Cup clash saw both teams field plenty of youngsters but Juve put the result to bed inside the opening 15 minutes with two well-taken goals.

New Spurs signings Vincent Janseen and Victor Wanyama started the game, while U.S. youth international Cameron Carter-Vickers started at center back and DeAndre Yedlin was on the bench but came on at half time and played left back.

Mauricio Pochettino‘s young side defended poorly early on but he will have been pleased to come through the game without any injuries — plus youngster Marcus Edwards impressing off the bench — and Spurs’ attention will now switch to playing Atletico Madrid in Melbourne on Friday.

Dybala scored after just six minutes with the first effort of the game as young Spurs defender Dominic Ball gave the ball away and Carter-Vickers couldn’t clear the ball which led to Dybala smashing home with his left foot. 1-0 to Juve.

A strong Juventus side continued to pin Spurs back as Miralem Pjanic becoming more influential and Dybala hammered a shot towards the to corner after Carter-Vickers was caught out but Michel Vorm tipped it over.

From the resulting corner Benatia headed home across the goal and despite protests of a push by Benatia from Spurs’ players, the goal stood. 2-0 to the Italian champs.

Spurs began to grow into the game after their initial struggles and looked dangerous from wide areas but Janseen was a frustrated figure up front, while William Miller went down in the box under a heavy challenge but no penalty kick was awarded.

At half time Pochettino made four changes with Josh Onoma, Harry Winks, Erik Lamela and Yedlin coming on, with the USMNT man slotting in at left back before playing the final 12 minutes at right back as he showed plenty of promise going forward.

Pjanic was set clean through in the second half but skewed his effort over the bar when he should’ve hit the target and at the other end Lamela struck a low left-footed effort just wide of the far post via a deflection.

After a flurry of subs for both teams Lamela pulled one back for Spurs. Wanyama won the ball back 40-yards out in a central area and Lamela drilled a low shot into the bottom corner to make it 2-1.

Lamela had a great chance to equalize late on but hit his shot straight at the goalkeeper, while Shayon Harrison was also kept out as Spurs couldn’t find an equalizer with the first game of their tour of Australia ending in defeat.

Ronaldo shows no sign of injury while hanging with Conor McGregor

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Cristiano Ronaldo may not be ready for the UEFA Super Cup, but he’s no longer limping around.

To explore the Real Madrid superstar’s Instagram is to see Ronaldo, sometimes clothed, hanging out with celebrities.

In the last couple weeks we’ve seen him with Eva Longoria, Jennifer Lopez, and now his “bro” Conor McGregor.

[ MORE: Who wins the League of Hate? ]

Wait, what?

Yeah, Ronaldo is friends with the MMA star, and showed no ill form (and no brace of any kind) in several posed photos with McGregor.

Although admittedly, McGregor’s IG game is a bit better: The Irish fighter posted a photo of himself sunning in his briefs with the caption, “I’m gonna get him on the Forbes list by next year. But I’m gonna get him on the tan by next week.”

Good luck with both, bro.

Great to see you bro!!💪🏽🔝

A photo posted by Cristiano Ronaldo (@cristiano) on Jul 24, 2016 at 3:48pm PD

Bruce pens letter to Hull fans: “Desperately wanted to make it work”

YORK, ENGLAND - JULY 23: Steve Bruce manager of  Hull City ahead of the pre-season friendly match between York City and Hull City at Bootham Cresent on July 23, 2014  in York, England. (Photo by Nigel Roddis/Getty Images)
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Many Hull City fans didn’t want Steve Bruce to leave the club, and this open letter shows why.

After leaving the club by “mutual consent” on Friday — it was first widely reported that he quit — fans protested at Hull’s game on Monday.

[ MORE: Who wins the League of Hate? ]

Bruce may’ve had his problems with Hull’s ownership, but he certainly got his supporters’ feelings right down to the core.

From the Hull Daily Mail:

My biggest regret is having to walk away but it was a decision I had to make for the sake of the club. The last 12 months have been very tough and it felt like the right step for the club to move forward in a different direction and with someone else in charge.

I desperately wanted to make it work this summer and be a Premier League manager again but, sadly, it wasn’t to be. Nevertheless, I’ve left Hull City with some fantastic memories that I’ll always cherish, including just eight weeks ago in the Championship play-off final at Wembley.

Class from the longtime boss, and we imagine he’ll have a job very soon if he wants it.

Report: Everton to activate release clause of Stoke’s Arnautovic

LIVERPOOL, ENGLAND - DECEMBER 28: Marko Arnautovic (1st L) of Stoke City competes for the ball against Seamus Coleman (2nd L) and Gareth Barry (1st Rof Everton during the Barclays Premier League match between Everton and Stoke City at Goodison Park on December 28, 2015 in Liverpool, England.  (Photo by Dave Thompson/Getty Images)
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Everton is going to activate Marko Arnautovic‘s $16 million release clause to bring the Stoke City striker to Goodison Park, according to a report out of Austria.

Stoke had been trying to sign Arnautovic to a contract extension, but the player was reportedly prepared to play out the final year of his deal.

[ MORE: Who wins the League of Hate? ]

The huge 27-year-old Austrian has been with Stoke since 2013, and broke through with 11 Premier League goals last season.

Arnautovic would give Everton support behind Romelu Lukaku, and insurance in case the Toffees do wind up selling their Belgian striker. Everton also has Arouna Kone as a potential target forward, but Oumar Niasse is expecting to leave after less than a year at Goodison Park.