“Welcome to the modern era of the Tampa Bay Rowdies.”

Those were the words of Tampa bay Rowdies majority owner Bill Edwards upon the announcement that the club has formed a strategic partnership with iconic Brazilian side São Paulo FC that could have tremendous impact for the organization on the field, in the stands and even outside of the U.S.

This “modern era” actually has some similarities to the original NASL days for Tampa Bay. The Rowdies and São Paulo were actually partners all those years ago in a deal not far off from today’s announcement.

The “resurrected” partnership as Rowdies consultant for international development Francisco Marcos put it today, will allow for exhibition matches between the two sides like the original deal from 1981, but will also include coaching and technical staff exchange programs, offseason and midseason training in São Paulo, and the loaning of young São Paulo players to the Rowdies.

The relationship may not be totally new, but it is certainly much more extensive than the previous deal and is even more impressive and vital when you consider the perception battle the Rowdies are constantly fighting as a second division club in a crowded sports market.

São Paulo is an undeniable powerhouse of Brazilian soccer. Founded in 1930, the club has 18 titles combined in domestic and international competition, which is the most of any Brazilian club. The Rowdies forming a strong with a storied and well-known club can only help with legitimizing their image in the local market and abroad.

Another wrinkle to the deal that should come as no surprise to folks who are aware of Edwards’ mission to prop up St. Petersburg’s profile is the possibility of cross promotion to spur tourism in both markets. Reciprocal in-stadium advertising for both teams was mentioned in the press release from the Rowdies announcing the deal. The Rowdies increasing their status as boosters of downtown St. Petersburg and Pinellas County could go a long way toward engendering local political support for the club.

“The alignment of Visit St. Pete/Clearwater and the Rowdies with such a storied international brand as São Paulo FC is a huge win for area tourism,” said David Downing, executive director of Visit St. Pete/Clearwater. “Visitation from Brazil has led the unprecedented growth of our Latin American markets over the past several years, so we see incredible opportunities for all sides in such a dynamic partnership.”

The Floridian NASL teams are certainly doing their part to help the state tap into those Latin American markets. Both the Fort Lauderdale Strikers and Jacksonville Armada FC will play an exhibition matches against Argentine giant Boca Juniors in July. The Strikers also have strong Brazilian ties through their ownership and have also brought in several young players on loan from the country. However, the Rowdies are the first of the trio to forge such an extensive and mutually beneficial relationship with one specific South American club.

Exhibition matches can be nice for selling some tickets, but the type of multi-platform deal that the Rowdies have struck with São Paulo could have positive ramifications in many important ways for years to come. It’s a deal that certainly leans on the nostalgia of the original Rowdies, but more importantly it looks to the future by establishing a terrific base for growth.

IMAGE, TAMPA BAY ROWDIES