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.

MLS Snapshot: Chicago Fire 1-3 Toronto FC (video)

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The game in 100 words (or less): Greg Vanney and Toronto keep on doing their thing, and the Canadian side is yet another step closer to achieving MLS glory. TFC picked up its 50th point of the season on Saturday night after comfortably handling the Chicago Fire, who have cooled off significantly as of late in the Eastern Conference. The Fire are now nine points behind the East leaders and are losers of four of their last five matches.

Three moments that mattered

54′ — Accam, Fire level it up — Toronto really does manage to get contributions from everybody…

64′ — Hasler nets first MLS goal — Toronto really does manage to get contributions from all of their players…

90′ — Giovinco says goodnight to Chicago — That’s 12 goals on the season for Sebastian Giovinco and the TFC striker continues to help his side push towards the top seed in the East and MLS.

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Man of the match: Sebastian Giovinco

Goalscorers: Marco Delgado (14′), David Accam (54′), Nick Hasler (63′), Sebastian Giovinco (90′)

Video: Watts gifts D.C. United own goal for the ages

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Not many things have gone right for either side involved in 2017, but D.C. United was the recipient of a gift early on against the Colorado Rapids on Saturday night.

[ MORE: Piatti brace lifts Impact to fourth win in a row; Orlando, Crew draw ]

In the 27th minute, Rapids center back Jared Watts received the ball at the back, before making a routine back pass to USMNT goalkeeper Tim Howard

Or at least, it should have been a routine back pass.

Instead, Watts’ pass was well off target and too strong for Howard to reach and landed in the back of the Rapids goal. 1-0 in favor of D.C.

Reminder: Both these teams sit at the bottom of their respective conferences on points.

MLS Snapshot: Piatti brace lifts Impact | Crew, Orlando City draw

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The game in 100 words (or less): The Montreal Impact have proven to be a second-half of the season team the last several years, and that form appears to be holding true once more. Mauro Biello’s side won its fourth straight match on Saturday, while Ignacio Piatti continues to show he’s one of the most deadly scorers in the league. Meanwhile, RSL’s six-match unbeaten run is snapped north of the border, leaving the Western Conference side three points out of sixth place.

Three four moments that mattered

11′ — Piatti nets his first of the night — The Impact made this attack look so easy, and Ignacio Piatti simply won’t miss a chance like this one.

26′ — Evan Bush left motionless as RSL equalize — Luis Silva took matters into his own hands, and boy did he connect with this effort!

29′ — Impact punish poor RSL defense — Guess who? Piatti has his second of the evening.

47′ — Hosts begin to pile it on — Anthony Jackson-Hamel played provider in the first two goals, so it’s only fair he got one of his own.

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Man of the match: Ignacio Piatti

Goalscorers: Ignacio Piatti (11′, 29′), Luis Silva (26′), Anthony Jackson-Hamel (47′)


The game in 100 words (or less): Orlando City and the Crew settled for a point apiece on Saturday night, but for the former the club is running out of opportunities to pick up points in the playoff race. Giles Barnes pulled a goal back for the hosts after Lalas Abubakar netted his first MLS goal for the Crew, but Orlando couldn’t find a second. The Lions played up a man for the final 13 minutes, following Harrison Afful’s dismissal.

Three moments that mattered

35′ — Abubakar knocks in first MLS goal — Orlando City’s defensive woes are certainly notable as well, but for Lalas Abubakar this is a quality way to open his scoring account in MLS.

67′ — Barnes knots it up at 1-1 — The veteran MLS forward picked up his second goal of the season.

77′ — VAR used for red card decision — The video monitor came into play briefly in the second half, and Harrison Afful was sent off the pitch early after the referee viewed the defender’s elbow to the head of Yoshi Yotun.

[ FOLLOW: All of PST’s MLS coverageStandings | Stats | Schedule ]

Man of the match: Zack Steffen

Goalscorers: Lalas Abubakar (35′), Giles Barnes (67′)

Atlanta United fans pack 20,000 into new stadium for training session

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Atlanta United is currently in the midst of a three-match road trip in MLS play, but that didn’t stop the club from unveiling its new home venue to a massive crowd of supporters on Saturday.

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Over 20,000 fans of the Eastern Conference expansion side filed into Mercedes-Benz Stadium to watch Gerardo Martino’s side train on Saturday as Atlanta prepares to finish out its road trip against D.C. United and the Philadelphia Union.

Atlanta will open up home play at their new stadium on September 10 when they host FC Dallas. The club will have the benefit of playing eight of its final 10 regular season matches in front of its Georgia fan base.

The first-year MLS side will share the stadium with the Atlanta Falcons of the NFL.

Here are some sights from the training session