After a three-decade hiatus, the New York Cosmos finally return to the field next year in the NASL. But their ultimate goal is far higher; to eventually reach MLS, reignite their global brand and become the top team in North America. And they view today’s return to NASL as the first step in that odyssey.
They won five NASL Cups in their original incarnation, becoming a worldwide brand behind Pele. Blustery Brit Paul Kemsley bought the defunct brand from Peppe Pinton, but late last year gave way to Saudi Arabia’s Sela Sport and ISA (a division of AMC) led by Seamus O’Brien, who’ve decided to stop being just a lifestyle brand and become a soccer team again.
“I’m not going to gaze into the crystal ball and make a statement (about MLS). All I’ll say is that our intention is to play ultimately at the highest level and be the No. 1 side in North America,’’ O’Brien told the Post. “It would’ve been arrogant to come in and think you can play in front of 70,000 in MetLife Stadium and win off the bat; it’s crazy. We’re going to build it, and we’re going to get to the top.’’
O’Brien was sitting in the Cosmos’ SoHo headquarters in front of their five championship trophies, explaining why they chose to enter in the NASL, one tier down from MLS, where they’d been linked as a potential 20th expansion team.
“Right now, I felt as owner evaluating the amount of money that was required investing, we were better investing that into our own team and our own franchise,’’ said O’Brien, whose group that includes a pair of Saudi families paid millions to acquire the brand, and were approved this week by the NASL board. “We believe the strength and ties between the NASL brand and the team are strong.
“The model presented us with a great opportunity to grow out the brand a build a really strong foundation on the first steps in this new journey. This move now gives us the best chance of success for the long term. We’re playing to win at the highest level possible, and when we get there, it’s here to stay for generations.’’
They haven’t named a GM yet or a coach, or even a site – although a source said Hofstra is all but a done deal. They’ll focus more from Manhattan east, into Queens and Long Island – making them a natural complement to the Harrision-based Red Bulls, should they follow NASL brethren Montreal, Vancouver and Portland in successfully making the jump up as expansion MLS clubs.
MLS commissioner Don Garber wants the 20th team to be in New York, saying if the league cleared all the stadium hurdles for potential investors a bid could approach $100 million. MLS approached state and city government about building a stadium in Flushing Meadows Corona Park where the Fountain of Industry is.
“I think (Garber) understands the reason why we’ve started where we’re going to start,’’ said O’Brien, who spoke to Garber today. “I hope to maintain a good open dialogue with him. Who knows what happens in the future?’’
With O’Brien’s background as CEO and founder of the World Sport Group – Asia’s top sports marketing/media/event management company – getting a local TV deal is one thing. And so is hiring a GM, to find a coach and build a roster. Such are the temporal concerns, now that they’re not just selling shirts but preparing to try and win games.
“(Cristiano) Ronaldo and (Lionel) Messi are not going to be playing next year. But there’ll be some names that people will recognize,’’ O’Brien told the Post. “We’re on a path, we’re on a journey and step-by-step we’re going to build it. The Cosmos didn’t build and get where they got to in Season One; it took 10, 12 years.
“The whole process is getting on first base taking it and building it and that’s what we’re going to do, because, yes, we want to win and get to the top and play at the highest level. But when we get there, we’re going to stay there, and ensure that this time, its forever. Well, forever is a strong word: Lasts many lifetimes.’’
Clive Toye, the Cosmos first GM who brought Pele to New York, was at the NASL board meeting today and said the news made his day.
“When the last Cosmos resurrection took place, I called it an abortion, not a re-birth. Unfortunately, I was right,’’ said Toye. “This time, the first moves made are those that I would’ve made myself had I managed to persuade Peppe Pinton to sell to me over the years; so I start out with positive thoughts in my head for the Cosmos and for the NASL, and long may they remain so.’’