Ad Agency Seeks To Revive The New York Cosmos

Ad Agency Seeks To Revive The New York Cosmos

Anomaly uses its creative resources in an attempt to bring back the Major League Soccer team.

Paloma M. Vazquez
  • 23 august 2010

Several nimble, innovative ad agencies have sought to diversify the company business model by expanding their portfolio beyond traditional client business (and production). We’ve discussed several examples of agencies investing in product development before, including Anomaly. Anomaly’s most recent (and ambitious) venture involves reviving the New York Cosmos Major League Soccer team; this entails the establishment of New York Cosmos LLC, the creation of a 120-page prospectus, and the recruitment of investors and international soccer icon Pelé, among other items.

Reviving this soccer team is a highly ambitious challenge – but one that can be immensely rewarding for the very entrepreneurial agency. Key obstacles for Anomaly and the New York Cosmos LLC will be to raise sufficient capital investment and operations funding, as well as time and other resources; to elaborate:

  • Securing a stadium
  • At least $40 million to enter the league
  • Time – the Red Bulls franchise in New Jersey has exclusive rights to the region until 2013
  • High operational costs (in the hundreds of millions)
  • Saturation: is there room in NY professional sports for a second MLS club?

That said, both entities have already experienced some successes, including signing on Pelé as honorary president in exchange for a stake in the operation. An early round of fundraising has also allowed them to invest in two soccer academies, and to purchase the annual Copa NYC tournament. Cosmos principals are also in talks with New York City about providing soccer equipment and facilities for children interested in playing the game.

Anomaly is one of the more assertive ad agencies that have structured at least some client relationships and engagements around equity or revenue-stakes; these more vested interests in the success of client ventures have allowed them to profit from their success – and to in turn invest those profits into their own intellectual property,  including ventures like a cosmetics line and a music label.

Fortunately, Anomaly already has ample sports brand marketing experience, given its work with Nike’s Converse and Umbro brands, as well as with the Manchester City soccer club in the U.K.


New York Cosmos

[via Adweek]


Dubai And The Future Of Humanitarian Design

Design & Architecture
Technology october 21, 2016

Concept Camera Designed To Only Take Unique Photos

Camera Restricta is tool that prompts photographers to only capture one-of-a-kind images

Design & Architecture october 21, 2016

Fragrance Will Release The Smell Of Data If Your Private Information Is Being Leaked

The device is designed to create a physical cue for the potential dangers lurking online


Get PSFK's Related Report: Future of Work

See All
Retail october 21, 2016

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry

Travel october 21, 2016

Become A Citizen Of The First Nation In Space

Asgardia is a new concept for a floating society above Earth

Entertainment october 21, 2016

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

AI october 21, 2016

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 17, 2016

Home Depot Green Energy Expert: Americans Are Taking Control Of Their Power Use

Green tech expert Jennifer Tuohy discusses new home energy tech and developments for renewables in the US

PSFK Labs october 21, 2016

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Millennials october 21, 2016

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out

Food october 21, 2016

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna

Advertising october 21, 2016

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Work october 21, 2016

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

Retail october 21, 2016

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children october 21, 2016

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants october 21, 2016

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology october 21, 2016

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

No search results found.