Even if Real Madrid were to ink Ronaldinho, Cristiano Ronaldo and Elvis Presley's corpse, and play their home games on the moon, they would not begin to approach the circus that was the New York Cosmos, circa 1975-1977.
Many of you older readers may remember this as the time that Pele was brought to the United States to champion the game of soccer. The single biggest star in the history of the beautiful game plied his trade for three seasons in a small, struggling American soccer league before hanging up his boots.
The owners of the Cosmos and the executives of the North American Soccer League (NASL) thought that Pele would be the figure who could bring the game to the same level in America as it was in the rest of the world.
They tried to import him from Brazil unsuccessfully many times before their dream finally came true in 1975.
Pele did indeed usher in a new era of American soccer. Unfortunately, his signing was ultimately the beginning of the end for the NASL.
Before Pele, NASL clubs would struggle to draw even 5,000 fans. Media coverage was poor, and Americans couldn't be bothered to go watch a league with a low standard of play and no recognizable superstars.
In Pele's first game in New York, their attendance jumped to 21,000 from a season average of 7,000.
Buoyed by the big draw that Pele had become, Cosmos ownership (along with the rest of the NASL) decided that the best way to make money was to spend it.
Before the NASL called it quits in 1984, Franz Beckenbauer, Johan Cruyff, George Best (who once famously remarked that if he had been ugly, the world never would have heard of Pele), Eusebio and Gerd Muller had all suited up in America, along with numerous other international stars.
Problem is, as great as those players were, none of them had the reputation of Pele. None of those players could get two warring factions in an African civil war to call a temporary cease fire so that they could play an exhibition game.
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These players collected their big paychecks and left without ever putting butts on seats like Pele could, through no fault of their own. But this is a story about the Cosmos, so I digress...
Pele actually was a shrewd signing by New York, but after that, the owners at Warner Bros. couldn't help themselves. The next big name they brought in was an Italian striker, Giorgio Chinaglia.
Not coincidentally, this is where the Cosmos begin going from "feel-good story" to "cautionary tale."
Chinaglia had a legendary ego, often viewing himself as Pele's equal or better on the pitch. He was also an incredible goal scorer, finding the net 242 times in 254 games for the Cosmos.
His ego probably could have been excused had he simply stuck to putting up results on the pitch. Unfortunately for the team and league, he also acted as a de facto general manager, leading to the signings of several new players and the dismissal of several managers.
Allowing such interference from a player proved that the Cosmos brass had little idea how to run a successful sports franchise over the long term.
After Pele's retirement and thanks in small part to spoiled players like Chinaglia, the team's bubble burst, and along with it, the NASL gradually collapsed. The NASL was full of superstars, but no recognizable American names.
The public couldn't identify with the players no matter how high the quality of play. Teams flashed in and out of existence, and the league died.
Flash forward to World Cup 1994 in the United States. Part of FIFA's terms for allowing the US to host the tournament was the establishment of a new domestic soccer league, hence MLS.
There were a few worries in the air, mainly because of the dizzying heights the NASL reached before it collapsed. Luckily, it seems that MLS learned from the mistakes of its predecessors.
Teams are held to a salary cap, and salaries are paid by the league. This prevents teams from spending more than resources allow, and creates a great deal of parity.
Teams are allowed to sign up to two players exempt from the salary cap, but this money has to come out of their own pockets, which is a huge deterrent for smaller market teams.
This so-called "David Beckham" rule has allowed teams in the two biggest media markets to sign the most recognizable players. We have Beckham and Landon Donovan in Los Angeles, and have Juan Pablo Angel and (formerly) Jozy Altidore in New York.
Based solely upon the name recognition, you might expect those two teams to dominate the MLS landscape. Not true. While Beckham and Angel have been good, the foreign player who has played the best in MLS so far is Chicago's Cuauhtemoc Blanco.
By spending smartly instead of recklessly, teams have been successful with lesser-known stars.
The parity of the league goes even further. Back in the NASL, it was a huge upset if the Cosmos did not win the title. In MLS, teams like Houston (two titles), DC (four titles), LA (two titles), San Jose (two titles), Kansas City, and Chicago (one title each) are serious contenders every season.
Add into that mix New England, who consistently has one of the best regular-season records. Also add the two most recent expansion teams, Chivas and Toronto, who are on pace to make the playoffs this season.
MLS has achieved this parity by spreading its money around to each franchise. Its financial footing grows more solid with each passing season.
Attendance has also been rising. Average attendance last season was 16,770, or just a couple thousand behind France's Ligue 1 and Italy's Serie A.
American soccer will never have another box office draw like Pele, but it's doing just alright without one.
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2 months ago
Thank you for this article, a well written one indeed. While I am not old enoughto remember the days of the New York Cosmos, I play soccer here in the United States, and I follow the MLS very closly. While David Beckham's move to L.A. sparked new fire in the MLS i honestly believe the MLS made the right move and has gotten the proper attention it should be getting. It's a joy to see MLS on cable television on ESPN and ESPN 2. The media attention it is getting has never been higher. I just wrote an article earlier this spring when the Major Indoor Soccer League decided to call it quits. Other than goalie Tony Meola and maybe throw in DaMarcus Beasley's brother Jamar, the lague just didn't have any big name athletes. But even more than that, nobody could know who they were because the games were not on cable television. Sure, those with digital cable might be able to watch it on channel nine hundred and something but only the championship game was shown on ESPN2..and for one game, nobody was able to find superstars or connect with a player the way fans of MLS can. Having once attended a D.C. United game back in the first years of the league, I was amazed at the fan support. The fans had knolegde of the players,the rules of the game, and cheers came with an international flare. With the league more popular than it ever has been, it's safe to say MLS is doing things right. And next year it welcomes Seattle Washington into the league.
from 2 months ago
Glad you enjoyed the read, Adam. Yeah, the Beckham signing was a good one because the league is much safer financially and more widely supported than the NASL was when Pele signed. MLS got Beckham because he's a great player, not because they needed him to get their league off the ground.
2 months ago
Interesting article.Thanks for educating me on american football i never knew any of that.
from 2 months ago
Anthony, there's also a movie on the topic, called "Once in a Lifetime" (based on a book, I think of the same title). It's highly recommended viewing--colorful characters, heros, villains, everybody with a different version of events. It's entertaining even to non-fans, but even moreso to fans. The DVD also comes with some historical games and highlights.
2 months ago
Joe,
Good article. I think that while no NY team will try to be the Cosmos ever again, I do very much expect the Red Bulls to raise their profile when they get into their new stadium by taking fuller advantage of the Beckham rule.
If the Cosmos had been in their own place when some of this stuff happened, and had there been some good revenue sharing, they probably would have signed one or two fewer international stars (only need to fill maybe 30,000 seats instead of 60,000 or 70,000) and the league would probably still be here.
from 2 months ago
I'd like to see MLS expand into New York again, and maybe try and call that team the Cosmos (somebody still holds the rights to that name). It would be kind of like what they're doing in Seattle with the Sounders. It would create some nostalgia, and it is a great name.
from about 1 month ago
The dude who owns the rights to the name is named Peppe Pinton. You can find out a bit more about him in the movie I mentioned. There have been, from time to time, offers to buy it, but whatever price you happen to be offering, he always seems to ask for about a million too much.
from about 1 month ago
According the book, the Cosmos' former ownership says that Pepe does not own the rights to the name. I've actually not seen the movie yet.
about 1 month ago
Great article.
I agree that the MLS has some things right in getting seats filled, jerseys sold and games on TV.
I just have given up on following the MLS as closely as I used to, and as closely as I follow the EPL and La Liga. The problem is simple to me: the quality of play is just not good enough.
Anyone with a genuine knowledge and passion for the game will agree, as I am sure that you will. The constant turnovers and errant passes make for a horrible television experience. And while attending an MLS game is a great experience, I'd rather watch Arsenal string 27 passes together before Adebayor glances a header into the bottom corner than watch Chicago and Columbus play kickball for the entire second half of a match.
The salary cap works on paper, but I think it needs to be altered. Quickly.
Cheers
from about 1 month ago
Glad you enjoyed the article, Diego.
I agree with you on the quality of play, but it IS improving. Remember what the league looked like in 1996? I think it's come a long way.
from about 1 month ago
It has come a very long way since 1996. It's been a pleasure to watch the growth and talent of the league.
I just can't seem to stay focused on a game when the EPL, La Liga and the Champions League are all taking place at the same time. I seem to watch MLS games when there is nothing else on tv. I wish that weren't the case.
about 1 month ago
good article. i AM old enough to remember the Cosmos (i was a real young kid, but my family had season tix so i went to all the games from the late 70s until the NASL folded) and would LOVE to see the Cosmos brand name come back. i am not saying i want the team to be run the same, since they did ruin the league (as much as i loved them, their irresponsible spending killed the league), but i would instantly support a reincarnated version of the Cosmos, if only because i have such great memories of that team from my childhood.
i just wish they would move the Red Bulls to NYC and put the Cosmos in Jersey, where they had their greatest days. ;)
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