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.

Tata Martino on choosing Atlanta: Project “worth more than money”

EAST RUTHERFORD, NJ - JUNE 26: Gerardo Martino of Argentina clls out against Chile during the Copa America Centenario Championship match at MetLife Stadium on June 26, 2016 in East Rutherford, New Jersey. Chile defeated Argentina 4-2 in penalty kicks. (Photo by Mike Stobe/Getty Images)
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Paraguay.

Newell’s Old Boys.

Barcelona.

Argentina.

Atlanta United.

That’s the career path for new Atlanta boss Tata Martino, announced Wednesday as the first manager in United history.

[ MORE: Why is Walcott on fire? | Wenger on MiB pod ]

It’s a fascinating hire for the club and its league, Major League Soccer, as United prepares to debut in 2017.

And it’s also interesting on account of the coach. The 53-year-old Argentine remains in his prime, a three-time Copa America runner-up who was organizing Lionel Messi, Andres Iniesta, Xavi and company just three years ago.

Timothy Pratt filed a report on the hiring for the New York Times on Wednesday, one that speaks to Martino’s excitement at helping start a club from the ground up. The coach is excited to aid technical director and USMNT legend Carlos Bocanegra in guiding players from youth on up, similar to what Oscar Pareja has done at FC Dallas.

From NYTimes.com:

Martino underlined the importance of youth player development at his new club “based on how I became a player at Newell’s.” The club is known for grooming players, including a young Lionel Messi, who played for Martino with Barcelona and Argentina. “Working with the youth teams is fundamental for me, no matter where in the world I’m coaching,” he said.

“But the proposal they’re offering me — to install my style of play and build from the ground up — is worth more than money,” he said.

That’s the kinda hire that should be high-fived. Let’s see how it plays out.

Europa League: Mourinho says targeted Man Utd must win; Saints shorthanded

MANCHESTER, ENGLAND - SEPTEMBER 24:  Jose Mourinho, Manager of Manchester United makes his way to the tunnel after the final whistle  during the Premier League match between Manchester United and Leicester City at Old Trafford on September 24, 2016 in Manchester, England.  (Photo by Laurence Griffiths/Getty Images)
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Europa League goes into its second day of group play with the onus on the biggest club in the tournament to pick up a win.

Don’t believe us? Ask Manchester United boss Jose Mourinho.

“To be honest, I think we have to win,” Mourinho said at his pre-match press conference. “If we don’t win, I would say we’d have to win all the last four matches, which is difficult, so I think it is very important that we win this game.”

[ MORE: Wenger excited at Arsenal’s chances ]

United fell 1-0 at Feyenoord to open the group stage, and now hosts Ukrainian side Zorya Luhansk at 3:05 p.m. ET Thursday. He knows its the equivalent of a massive Cup match for the visitors.

“The Europa League is a competition Man United isn’t normally in, so when these teams have a giant like Man United in front of them, it’s a huge moment for them and they come to the game with incredible motivation.”

Zlatan Ibrahimovic will start for United, as there’s a chance that Anthony Martial will rejoin the side. Henrikh Mkhitaryan is out, and Wayne Rooney (back) and Luke Shaw (illness) may not play.

The other Premier League side in play is Southampton, as the Saints take a long flight to Israel for a 3:05 p.m. ET kickoff against Hapoel Be’er Sheva.

[ MORE: Why is Walcott on fire? | Wenger on MiB pod ]

Saints handled Sparta Prague at home, and now face the Camels, who went to Inter Milan and won. Southampton is without Charlie Austin, Jose Fonte, Ryan Bertrand, and Steven Davis.

Should be a very decent match from Turner Stadium in Be’er Sheva.

Elsewhere

all times ET

Mainz at Gabala — 11 a.m.
Young Boys at Astana — 11 a.m.
Osmanlispor at Zurich — 1 p.m.
Red Bull Salzburg at Schalke — 1 p.m.
PAOK at Liberec — 1 p.m.
Qarabag at Fiorentina — 1 p.m.
Villarreal at Steaua Bucuresti — 1 p.m.
Nice at Krasnodar — 1 p.m.
Standard Liege at Ajax — 1 p.m.
Braga at Shakhtar Donetsk — 1 p.m.
Panathinaikos at Celta Vigo — 1 p.m.
Inter Milan at Sparta Prague — 1 p.m.
Konyaspor at Gent — 1 p.m.
Sassuolo at Genk — 3:05 p.m.
Zorya at Manchester United — 3:05 p.m.
Anderlecht at Saint-Etienne — 3:05 p.m.
Apoel Nicosia at Olympiacos — 3:05 p.m.
Maccabi Tel-Aviv at Dundalk — 3:05 p.m.
Feyenoord at Fenerbahce — 3:05 p.m.
Rapid Wien at Athletic Bilbao — 3:05 p.m.
Viktoria Plzen at Austria Wien — 3:05 p.m.
AZ Alkmaar at Zenit Saint-Petersburg — 3:05 p.m.
Astra Giurgiu at AS Roma — 3:05 p.m.

Wenger after UCL win: This year’s Arsenal has “interesting potential”

LONDON, ENGLAND - SEPTEMBER 28:  Arsene Wenger, Manager of Arsenal looks on during the UEFA Champions League group A match between Arsenal FC and FC Basel 1893 at the Emirates Stadium on September 28, 2016 in London, England.  (Photo by Paul Gilham/Getty Images)
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Arsenal boss Arsene Wenger is growing in confidence when it comes to his Gunners’ chances in England and Europe, and it’s not hard to see why.

Four days after Arsenal battered Chelsea 3-0 in Premier League action, the Gunners went out and handled FC Basel in the UEFA Champions League.

[ MORE: Why is Walcott on fire? | Wenger on MiB pod ]

Theo Walcott scored both goals in the 2-0 win, and there could’ve been so many more. Arsenal was fast, deliberate, creative, and dangerous. The finishing was not ideal, but the promise was massive.

Perhaps more important, the Gunners posted a third-straight clean sheet and have allowed just four goals in eight matches since the 4-3 loss to Liverpool that opened the PL season.

And Wenger acknowledges that his side can do big things, provided it doesn’t get too full of itself after solid performances. From Arsenal.com:

“It looks like the team has interesting potential. We have to be ambitious and, as you know, keep our feet on the ground to continue to develop. We know exactly how we want to play football and we have to continue to stick to that and get better at it. That demands big focus and some leadership inside the squad. It also requires humility.”

Arsenal has a very winnable run in the Premier League, and could be right there with Manchester City by the end of October. And with a winnable UCL group, who knows what the Gunners could do with a decent knockout round draw?

Bayern can’t break down Simeone’s Atleti: “We played too slowly”

MADRID, SPAIN - SEPTEMBER 28:  Carlo Ancelotti, Manager of Bayern Muenchen looks on before the UEFA Champions League group D match between Club Atletico de Madrid and FC Bayern Muenchen at the Vicente Calderon Stadium on September 28, 2016 in Madrid, Spain.  (Photo by David Ramos/Getty Images)
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Bayern Munich sits second in Group D of this season’s UEFA Champions League after losing its toughest match of the bunch: a trip to the Vicente Calderon.

Atletico Madrid won 1-0 when Antoine Griezmann linked up with Yannick Carrasco for a first half goal and Diego Simeone’s stubborn defense lived up to its reputation in blanking the Bavarians.

[ MORE: Champions League roundup ]

Manager Carlo Ancelotti has been frustrated by Simeone in the past, perhaps most notably in his brief stint at Real Madrid. But the Bayern boss says the loss was down to speed.

“We tried to get back into the game but we played too slowly, which is why we did not have many chances to equalize,” Ancelotti said. “It’s never nice to lose.”

Bayern goalkeeper Manuel Neuer also acknowledged a lack of speed in a way, pointing at urgency when he said, “Atlético showed a killer instinct tonight and we didn’t.”

Bayern hosts PSV Eindhoven in its next UCL match on Oct. 19.