menu

Ad Agency Seeks To Revive The New York Cosmos

Ad Agency Seeks To Revive The New York Cosmos
Advertising

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.

Anomaly

New York Cosmos

[via Adweek]

Advertising
Trending

Crash-Friendly Drone Made From LEGOs Is Completely Rebuildable

Design
Mobile Today

Tinder’s New Feature Makes Swiping A Group Effort

The dating app wants to democratize its gestural interaction by buying in to the social polling trend pervasive among millennials

Fashion Today

Beautifully Designed Watch Combines Hour And Minute Hand

Simpl said the collection was inspired by the design of ancient sundials

Trending

Get PSFK's Related Report: Future of Work

See All
Syndicated Today

Autonomous Garbage Drone Prevents Trash From Reaching Deep Ocean

The solar-powered WasteShark collects refuse closer to the source: the harbor

Advertising Today

An Escort Website Fights Violence Against Sex Workers

The advocacy campaign from McCann aims uncover the human toll of the exploitative industry

Culture Today

LIFE Magazine Relaunches In Pure VR

The general interest periodical, which ceased publication in 2000, has turned into a portal for virtual reality content

Mobile Today

Reorder This Detox Drink With A Simple Text Message

Dirty Lemon is streamlining its communication by letting customers place orders, ask product questions and request help exclusively through chat

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 28, 2016

Energy Expert: How American Consumers Are Taking Control Of Their Power Use

Jennifer Tuohy, green tech expert at The Home Depot, discusses green home technologies and developments for renewable technologies in US homes

PSFK Labs Yesterday

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Op-Ed Today

The Future Of The American Workforce Requires Unbundling College Education

President of JetBlue Technology Ventures: developing corporate education programs for non-traditional students

Retail Today

Gilt’s Pop-Up House Is The Kind Of Store You’ll Want To Live In

The New York City townhouse plays host to the latest in retail inspiration, curation, and lifestyle activation (and some libations, too)

Advertising Today

The Hottest Chip In The World Comes Packed In A Coffin-Shaped Box

The individually wrapped snack is made from the spiciest known chili

Mobile Today

Registering To Vote Is Now Just A Text Away

A new bot aims to mobilize underrepresented groups this election season through SMS and Facebook Messenger

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Luxury Today

Shoe Repair Has Moved Onto Your Phone

Cobbler Concierge is an on-demand service to get your footwear fixed online

Work Today

Microsoft Wants To Help Workers Better Communicate With Their Coworkers

Project Sonoma is a new app designed to help employees chat and coordinate shifts with their associates

Advertising Today

Real-Time Data Used To Calculate The Brand Power Of Athletes

Brandtix has develope a digital platform with a complex algorithm that combines social media variables with player performance to predict the next A-list pros

No search results found.