Make no mistake; the New York Cosmos chose their path through the U.S. Soccer pyramid.

Cosmos Chairman Seamus O’Brien openly discussed his club’s decision to forgo MLS for NASL, laying out a “10 year plan” to become what he calls the “best club in the United States.”

“We took a simple view,” O’Brien explains. “We are prepared to invest capital and we have done that, but I would rather invest it in our own business instead of a franchise fee — for exactly the same asset.

“I don’t hold myself out to be a genius,” he quips, “but that was our decision.”

The latest MLS franchise, Manchester City owned New York City FC, paid $100 million in expansion costs to compete in the league. The yet-to-be-named Los Angeles franchise paid even more for operational rights. The Cosmos have the funds and backing to be serious contenders in the MLS market. However, they chose a model in the North American Soccer League that bars an entry fee and allows clubs to operate in what O’Brien dubs “freedom.”

“We went into a model that allowed us to do that, one that allows us to retain the benefits of our work in building our business and reinvesting that to the team in the field of play to be a better team,” he explains.

“If you are looking from the outside, there is a notion one league that has existed 20 years and now there is a lot being written about the financial status of that league, whether it has performed or not. Klinsmann has made [his opinions] clear as the national coach on the competitive nature of the league.

“I know the structure of the league we are in, I know it allows teams and owners to build their business and compete globally.”

O’Brien eschewed the idea that such lavish spending on both players and infrastructure goes counter to the accepted norms of a Division Two side. In fact, he combats the very idea of hierarchy in the United States, once again turning to Klinsmann to make his point.

“Jurgen Klinsmann had made enough comments about the system,” he reminded. “Technically, this isn’t D1 or D2. This is two differnt business structures. In the market, you can’t really designate. There is no up and down promotion. We have some players that play in a number of national teams. The standard of the league is rising. We happen to hold our own against anybody. U.S. Open Cup, I think [NASL] have a winning record against MLS teams. That will increase and be a focus every year.

“We would be happy to lay down the challenge to Red Bull or Man City New York to come and give us a game. Bring it on.”

As for the spending, the Cosmos are ready to take a plunge to carve their niche out in the busy New York sports market. That may be a surprise to those following the team, particularly after last season’s attendance woes.

However, the Cosmos Chairman takes a long view on the project and is quick to point out that the club has already won a championship and established a fan base in a little over 16 months.

“It’s a serious investment over a period of [10 years],” O’Brien explains. “Everything we have done from the training field at Mitchel field was an investment, (Raul) is an investment, bigger plans would be stadium investment, media channel. We are prepared to invest in every bit of the foundation that will make us the best team in this country.

“Let me be clear,” he continues. “It took 10 years for the first run of the Cosmos to get to the hunt. If we can achieve that in ten years this time around, I would be delighted.

A venture capitalist at heart, O’Brien sees tremendous potential in the Cosmos — and is ready to back up his vision with a strategic, long-term financial plan to bring New York where he believes they should be; at the level of their former prominence.

“Rome wasn’t built in a day,” he said. “We are 16 months in and I think we are doing ok. We have no limitations on how we are thinking or what we are prepared to do.

“We are only 16 months in. Give us a few years and watch this journey unravel. You will be in for a good ride.”