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.

Sydney FC return to winning ways in A-League

MELBOURNE, AUSTRALIA - FEBRUARY 24:  Goalkeeper Danny Vukovic of Sydney FC makes a save as Bruno Fornaroli of City competes for the ball during the round 21 A-League match between Melbourne City and Sydney FC at AAMI Park on February 24, 2017 in Melbourne, Australia.  (Photo by Scott Barbour/Getty Images)
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SYDNEY (AP) Bobo scored twice as Sydney FC rebounded from its first loss in the A-League to beat Melbourne City 3-1 and continue atop the table.

[ MORE: Schmeichel speaks about Ranieri sacking, state of Leicester ]

Sydney’s ambitious attempt to become the first team to end the regular season unbeaten came unstuck last week when it was beaten by Western Sydney Wanderers in a fractious local derby, repercussions of which continued through the week. Wanderers were fined $20,000 by Football Federation Australia after its fans unfurled an obscene banner targeting Sydney coach Graham Arnold.

[ MORE: Chelsea, Everton extend unbeaten run in Saturday’s PL play ]

Sydney raised itself above that controversy on Friday with a comprehensive win over Melbourne City which briefly took it 11 points clear in first place.

Melbourne Victory restored the gap to eight points when it beat defending champion Adelaide United 2-1, and Perth leapfrogged Melbourne City into third place when it dumped the Wanderers 2-0.

Bobo opened Sydney’s scoring with a penalty, but City canceled that out only a minute later.

Sydney went in front again after the break, and Bobo sealed the win, set up by a superb through ball by Milos Ninkovic which highlighted their developing combination.

Midfielder Brandon O’Neil said Sydney was determined to leave behind the contention of their derby loss.

“When it all came out, the FFA and Western Sydney had to deal with it and it did,” O’Neil said. “It brought us together and we spoke about a few things, and nothing changed for us. We want to be premier (champions).”

Melbourne Victory’s win over Adelaide kept it in touch with Sydney with seven regular season rounds remaining.

Wellington kept its faint playoff hopes alive, staying in seventh place with a 2-1 win over Brisbane.

Whitecaps acquire U.S. defender Brek Shea in deal with Orlando City

Toronto FC v Orlando City SC
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With almost a week to go until the Major League Soccer season kicks off, the Vancouver Whitecaps and Orlando City may have pulled off one of the biggest trades of offseason.

[ MORE: MLS negotiating to bring Chicharito to U.S. in 2018 ]

The clubs announced on Saturday that the Whitecaps have acquired U.S. Men’s National Team midfielder/defender Brek Shea in exchange for forward Giles Barnes, who is headed to Orlando City.

“We are excited to welcome Brek to our club and city,” said Whitecaps FC manager Carl Robinson. “Brek is a tall, physical, skilled player and will bring a different dimension to our attack. Brek will join the group in coming days and we anticipate he will be available for selection as early as this Thursday’s Champions League match against New York.”

Shea, 26, began his career in MLS with FC Dallas before heading to England for a brief stint with Stoke City. The U.S. defender made his way back to MLS ahead of Orlando City’s inaugural season in 2015 and started 39 matches in that span.

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Meanwhile, Barnes has scored 33 goals since joining MLS in 2012. The 28-year-old forward played with the Houston Dynamo before spending last season with the Whitecaps.

Report: MLS negotiating to bring Chicharito to U.S. in 2018

Javier "Chicharito" Hernandez, Bayer Leverkusen & Mexico
AP Photo/Martin Meissner)
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Major League Soccer has attracted some of the world’s biggest stars over recent years and now one of the Mexican national team’s top talents could be heading stateside very soon.

[ FOLLOW: All of PST’s MLS coverage ]

According to ESPN FC, MLS is currently in negotiations with Bundesliga side Bayer Leverkusen in an attempt to lure Mexican striker Javier “Chicharito” Hernandez to the U.S. in the summer of 2018.

Expansion side Los Angeles FC has been heavily linked with Hernandez, with the club making its entrance into MLS in 2018. Additionally, the Los Angeles Galaxy have also been said to have strong ties with Chicharito.

Hernandez, 28, is currently under contract until next summer, and MLS is reportedly seeking a move in 2018 to avoid paying a transfer fee for the El Tri forward.

ESPN FC is also reporting that Chicharito could make around $9 million annually if he does in fact join MLS.

In 2015, Orlando City and the Chicago Fire were both linked with acquiring Hernandez but the Leverkusen forward was insistent upon the fact that he play Champions League football.

PL Sunday: Spurs look to regain second against Stoke

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Although there’s only one match on Sunday’s Premier League docket, the fixture bears great weight for both clubs.

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Tottenham vs. Stoke City — 8:30 a.m. ET, on NBCSN and NBCSports.com

Spurs have the chance to move back into second place at White Hart Lane as Mauricio Pochettino‘s side are firmly in a battle to finish runners’ up to Chelsea this season. Tottenham currently sit 13 points out of the top spot, however, five clubs are within four points of another in the battle for second. Danny Rose and Erik Lamela remain sidelined due to injuries but Spurs will remain the favorites in the fixture after having won their previous two league meetings.

Stoke enters Sunday having gone unbeaten in five of its last six PL matches and the Potters can enter the top 10 with a victory. Mark Hughes‘ side could be given a big lift with the potential return of Xherdan Shaqiri while Saido Berahino could be in line to earn his first start since joining Stoke. Both players could present massive upside for the Potters, who have struggled to find goals as of late. In their last four matches, Stoke have managed just three finishes, one of which came from an own goal.