Focus

In Fall 2010, Theresa Tran joined the leadership team of the New York Cosmos to help orchestrate the comeback of the legendary soccer club popularized by Pelé in the 1970s. The initiative focused on public relations, athlete marketing, and partnership activations to re-establish the team’s presence on a global stage.

Execution

Tran spearheaded PR campaigns and strategic marketing efforts, bringing Pelé on as Honorary President and recruiting Eric Cantona and Cobi Jones as Director and Associate Director of Soccer. Her work generated widespread media coverage, securing 1.6 billion media impressions before the team even played its first match.

Cultural Impact

The relaunch successfully reintroduced the Cosmos to the soccer world, reinforcing the team’s historic legacy while setting the stage for its return to competitive play in the NASL in 2013 and the addition of three Soccer Bowl championships to its storied history.