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.

LVG would only return to club football to get at Man Utd

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Leave it to The Daily Mirror to find that last bit of juice when it comes to Manchester United and former manager Louis Van Gaal.

Well, probably the last bit.

The Dutch manager said he does not expect to return to club football, unless one of the big boys in the Premier League offered him the chance to take a run at United. The Red Devils, of course, fired him shortly after an FA Cup title in order to hire Jose Mourinho.

[ MORE: WBA 1-2 Man Utd | Bournemouth 0-4 Liverpool ]

From The Mirror, quoting LVG at a Sunday night function in Rotterdam.

“I will probably not manage a club anymore,” Van Gaal said. “I would make one exception: If a big English club comes for me, than I would do it. Because then I can get the chance to get one over on Manchester United.’’

Could you see him getting a run at any of the Top Four contenders, even on a caretaker basis? Could Liverpool come calling if they tired of Jurgen Klopp one season, or might Arsenal or even Everton need a stopgap (should the Toffees spending come good)?

Suspended Villar says Spain in danger of missing World Cup

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The suspended president of the Spanish soccer federation, who is under investigation for corruption, tried Monday to stoke up fears that the country could be kicked out of the World Cup because of government interference.

Angel Maria Villar, who is free on bail, spoke at a news conference in Madrid and again denied any wrongdoing. He also blamed the government for meddling in the federation’s affairs by suspending him.

“This government is putting Spain’s participation in the World Cup at risk,” the 67-year-old Villar said in his first news conference since being arrested in July along with his son, Gorka Villar, and two other officials.

[ BLANC: I turned down USMNT talks ]

“The risk is serious,” Villar said. “The only party responsible for Spain not going to the World Cup will be the Spanish government.”

Villar spoke three days after FIFA said it was concerned about the independence of the Spanish soccer federation and that it would soon send a delegation to analyze the situation. FIFA made no mention of a possible suspension of the federation, which could keep Spain out of next year’s World Cup in Russia or even knock Real Madrid and Barcelona out of the Champions League.

Villar, who has spent time behind bars to impede the possible destruction of evidence, and the other three officials are being investigated for alleged improper management, misappropriation of funds, corruption and falsifying documents.

Villar resigned his vice presidencies of both FIFA and UEFA following his arrest. But he tried to stay on as the head of Spanish federation, a post he held for three decades.

His refusal to listen to pleas for him to step down led the Spanish government to suspend him from the post for one year pending the outcome of the investigation. Court documents allege that besides misappropriated funds, Villar is suspected of corrupting several regional federations by offering favors in exchange for votes.

Villar fired back at the government, saying his suspension had broken FIFA rules since it represented interference in the federation’s management.

“It’s easy to see that the source of concern was my arbitrary and unjustified removal from the presidency of the federation and for not respecting the presumption of innocence,” Villar said, adding that other teams are ready to take Spain’s place at the World Cup.

“Be careful. There are other powerful countries that didn’t qualify like Italy that are waiting to pounce and take our place,” Villar said.

Spain, which won the World Cup in 2010, is considered to be among the favorites for next year’s tournament.

Blanc: I turned down USMNT talks

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U.S. Soccer has not been inactive when it comes to the USMNT coaching search, despite its uncertainty with an impending presidential election.

Le Parisien has an interview with Laurent Blanc in which the ex-Bordeaux, France, and Paris Saint-Germain boss says he was approached by the United States Soccer Federation, but was not interested in the gig.

[ MORE: Making sense of the PL table ]

Blanc said an international job would have to touch his roots, and he’s most certainly not American. The tall 52-year-old had a glittering playing career with Saint-Etienne, Barcelona, Marseille, Inter Milan, and Manchester United amongst other stops.

More important, it shows that Sunil Gulati and his men have to some degree moved forward with keeping their imprint on the national team.

That’s a little worrying on any team: A hierarchy that may not be around much longer may be working to fill a position arguably more important than its own. It’d be nice to have them commit to not hiring anyone until after February’s election.

Premier League Preview: Everton vs. Swansea City

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  • Everton leads all-time 15W-9D-3L
  • BUT Swans unbeaten in 7 vs. Toffees
  • Toffees go ninth with win
  • Swans four back of safety

Everton hopes its up-turn in form can end three seasons of futility against visiting Swansea City when the two sides meet at Goodison Park on Monday (Watch live at 3 p.m. ET on NBCSN and online via NBCSports.com).

WATCH LIVE, ONLINE, HERE

Gylfi Sigurdsson gets a chance to face his former club for the first time, while longtime Swans man Ashley Williams may also feature for Sam Allardyce.

Swansea has no time to focus on the past, as Paul Clement‘s men sit deep in the drop zone. The last place Swans are four points shy of safety.

What they’re saying

Everton’s Ashley Williams on facing his former club (again)“The game is a little bit more important to me, I would be lying I said it wasn’t. You always want to play against your old teams and it’s a fixture you always look for.  I have been looking forward to this one and it will be nice to see old faces and old friends. It is a game we want to win and to keep a clean sheet in, especially at home, in order to keep our momentum going.”

Swansea City’s Roque Mesa on the match“This is a massive game for us. We need to pick up points because we are bottom and we need to improve our position. Everton have a new manager and their players have done very well under him – you can see their confidence has grown since he joined. But we did well against West Brom and picked up three points, which was very important. Then we faced Manchester City and they proved too good for us. They are the best team in the league, and unfortunately, we couldn’t match them on the night.”

Prediction

Swans need to move past that Man City loss and build on a 1-0 win over West Brom a few days previous. That may not be possible at Goodison, and the Welsh side would be thrilled to escape with a draw. It seems unlikely. Everton 2-1.