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.

Brussels could potentially lose Euro 2020 slot over stadium doubts

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Belgian FIFA Council member Michel D’Hooghe expressed his sincere doubts about a new stadium at the crux of the winning Brussels bid for Euro 2020.

According to D’Hooghe, there are serious political hangups with the construction, even if Anderlecht decides to fill the stadium after the tournament. Anderlecht currently plays at Constant Vanden Stock Stadium, which also hosted the 1972 Euro semifinal between Hungary and Soviet Union. The club pulled out of its initial agreement to fill the new stadium back in February due to the political disputes.

“If they want to build it they have to start building very soon, and there I have severe doubts,” D’Hooghe said to the Associated Press during an anti-doping summit in Switzerland. “Even if Anderlecht would say `We go there,’ there remains the political problem.”

“The organizers (in Brussels) still hope that there will be a solution. It is not impossible. The problem is you cannot start building today.”

Euro 2020 is set to be a one-time cross-contential tournament. UEFA selected Brussels back in 2014 as one of 13 host cities. Cardiff is one city that was not chosen, but could fill in, the AP points out, as they host the Champions League final this coming summer at Millennium Stadium, built in 1999 for the Rugby World Cup. A number of French cities were also rejected due to the country hosting in 2016.

The proposed Brussels stadium would hold 60,000 fans and be built in Grimbergen, just north of Brussels. The current stadium at that site, King Baudouin Stadium, can hold 50,000, but lacks the modern facilities for hosting a tournament, including broadcast facilities and suites.

MLS Snapshot: Jozy double downs Dynamo, Toronto wins 2-0

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The game in 100 words (or less): Toronto FC had too much firepower for defensively challenged Houston, and the hosts carved up the Dynamo for a 2-0 win north of the border. Giovinco was creative and flashy if not sharp, and Jozy Altidore was the benefactor as the American bagged both goals. After an early spell of Houston possession off the opening whistle, Toronto dominated from start to finish, with the midfield bossing the game.

Three moments that mattered

16′ – Raheem Edwards on the ball out wide, he burst into the box and – seeing Giovinco draw 2 defenders in an offside position – he cut back for Altidore who finished cooly from the spot. Too easy for the opener.

32′– Jozy doubled his lead as he played an absolutely brilliant one-two with Giovinco. The Italian popped it over the top as Altidore slipped through the line, and the USMNT star had the simplest of finishes.

85′ – Houston looked to get back into things by pouring men forward, but to no avail. The closest they came was off a corner as Alex ripped off a shot that sailed over the bar.

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

Man of the match: Victor Vazquez/Marco Delgado

Goalscorers: Jozy Altidore (16′, 32′)

Juventus bumped by Atalanta at the death

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Juventus is still in firm control of the Serie A title race, but they were dealt a slight setback as Atalanta secured a 2-2 draw with a dramatic 89th minute equalizer in Bergamo.

Dani Alves had given Juventus the lead in the 83rd minute on a header after a brilliant far-post cross by Miralem Pjanic, but Remo Freuler answered late as he grabbed a point.

The goal came on a fortunate bounce as Pjanic and substitute Stephen Lichtensteiner got tangled up on the ball and failed to clear, and the ball squirted to Freuler who suddenly found himself free in front of Gianluigi Buffon. The Juventus keeper came off his line to smother the chance, but he failed to completely collect, and the ball again popped free. Freuler followed up the loose ball, and with a trio of Juventus defenders flying in, the 25-year-old Swiss attacker knocked it in.

The draw was deserving for Atalanta, who had controlled the game for much of the first half, and went ahead just seconds before the break on a goal by Andrea Conti. Atalanta outshot Juventus 7-4 in the first half, 3-1 on shots on target. Juventus took over control in the second half, and got back on level terms just five minutes after the break as Juventus loanee Leonardo Spinazzola put one in his own net.

Alves’ goal put Juventus in front, but that lead only lasted six minutes. Juventus goes nine points clear at the top of the Serie A table with the draw, but Roma has the chance to cut that to six if they can beat Lazio at home on Sunday.

MLS Week 8: Litmus tests across the board

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Week 8 in MLS action could teach fans a lot about clubs with plenty to prove.

With questions still abound regarding teams like NYCFC, New England, Seattle, Portland, and New York Red Bulls, all those teams have a chance to make statements regarding their potential strength this season.

[ MORE: Week 8 MLS Power Rankings ]

In addition, struggling teams such as Los Angeles, Minnesota, and Montreal all have opportunities for much-needed points against arguably weaker opposition.

Let’s take a look at the weekend slate chronologically:

Toronto FC vs. Houston Dynamo
7:30 p.m. ET Friday

Toronto got a pair from Giovinco last time out, and sitting near the bottom of the crowded East mid-tier, they need points fast to avoid finding themselves in a hole behind the top of the table. There’s goals in this one, with Houston defensively challenged and Cubo Torres on fire to start the year.

Montreal Impact vs. Vancouver Whitecaps
3:00 p.m. ET Saturday

An all-Canadian clash actually serves as a vitally important match for both clubs. With each side near the bottom of their conference standings, they both need a result badly to jump-start the campaign. A draw does nobody any good here moving forward.

Orlando City vs. Colorado Rapids
4:00 p.m. ET Saturday

The Lions are one of 2017’s surprises, and Cyle Larin is on an absolute tear. Unfortunately, so far, anyone who shuts down Larin shuts down Orlando City. That said, good luck to Colorado shutting down an early MLS Golden Boot challenger.

Cyle Larin has 6 goals in 6 games this season (Photo by Alex Menendez/Getty Images).

NY Red Bulls vs. Chicago Fire
7:30 p.m. ET Saturday

New York has seen bumps on the early-season road, but overall remains a strong Supporter’s Shield contender. They face a big test against another strong Eastern Conference side, and a win here would make it three straight, all over good competition. Chicago is reeling after its defeat to Toronto, out-shot 9-1, but has another chance to pick up a road win before heading back home.

Columbus Crew vs. NYCFC
7:30 p.m. ET Saturday

Columbus has been poor on the road, but they return home to Mapfre Stadium to take on a strong NYCFC side. This game could potentially teach us a lot about whoever comes out on top, as both look to build separation from the rest of the pack in the East. Both have lost two of three, but both still appear strong up front, and three points in this game could prove to be a marquee win to point to later in the season.

Minnesota United vs. San Jose Earthquakes
8:00 p.m. ET Saturday

Minnesota United, owners of one of the worst starts to the season, has shown signs of life. Can they keep it going against another team struggling for points?

FC Dallas vs. Portland Timbers
8:00 p.m. ET Saturday

This is a marquee matchup, and with FC Dallas unbeaten so far, represents a huge test but also a huge opportunity for Portland to announce itself as a true top contender in the West. They’re top of the table, but have played at least one more game than most teams just below them. Can the Timbers find a way through the strong Dallas D?

Sporting KC vs. Real Salt Lake
8:30 p.m. ET Saturday

A big rivalry game with big table implications, Sporting KC has the unfortunate luck of catching RSL after hiring Mike Petke and not before. This should be a fun one.

Seattle Sounders vs. New England Revolution
10:00 p.m. ET Saturday

We still don’t know exactly what New England is. For every step forward they’ve taken one back, and for every setback they’ve had they’ve found a way through. This is a fantastic test. There are plenty of excuses for a potential loss with the team going cross-country to face one of the league’s best attacks, but a result could be a true statement.

LA Galaxy vs. Philadelphia Union
10:30 p.m. ET Saturday

With Philadelphia struggling and now traveling a long way, this should be a chance for the Galaxy to turn things around. Should be.

Atlanta United vs. D.C. United
3:00 p.m. ET Sunday

Atlanta is back home for the first time in over a month. They have slipped a bit since the torrid start, but still appear a dangerous club. D.C. will have its work cut out.