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Inconsistency has led to Cowell falling out of the USMNT picture, but the Leagues Cup presents him with a platform to change that

Cade Cowell's career has hit a lull.

In July 2024, “El Vaquero” was named Liga MX Player of the Month, starting the Apertura with three goals in five games and fueling hopes of a breakout. For a U.S. men’s national team in need of winger depth, Cowell’s blend of pace, power, and size made his rise all the more promising. But the momentum didn’t last.

Despite playing a key role throughout Olympic qualifying and pre-Games friendlies, Cowell was left off the final roster for Paris - a surprise to many. Rumors swirled that Chivas blocked his participation, though nothing was confirmed. Regardless, it was a major missed opportunity.

He returned to the senior USMNT in September under interim manager Mikey Varas, logging just 17 minutes over two matches. He missed Mauricio Pochettino’s first camp in October, then earned a Nations League call-up in November - only to play 12 minutes. A player once trending upward was now slipping out of the picture.

In 2025, he's scored just one goal since the flip of the calendar year, and it arrived on Saturday in an Apertura match against Atletico San Luis, Chivas' final match before they begin their Leagues Cup campaign against the New York Red Bulls on Thursday. Was it a sign the still-developing winger is back to his best? The USMNT could certainly use his skillset if he's on form.

Cowell may be struggling overall, but he's not out of the USMNT picture - and the Leagues Cup might be his best shot at turning things around.

GOAL looks at why the MLS–Liga MX tournament could be the spark he needs.

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Early setbacks, late promise in 2025

Cowell's 2025 began with a 21-match scoreless streak for Chivas. He was in and out of the starting XI, and criticism was raining in over his performances from across all parts of Mexico; the 21-year-old was not living up to the standards of a club like Chivas.

In April, former Chivas star and Mexico legend Jared Borgetti told GOAL that it might not all be Cowell's fault, citing the toxic culture around the club making it difficult for young players to find success with the Liga MX franchise.

"Very few players have stood out at Chivas in recent years," Borgetti told GOAL. "The team's overall performance hasn't helped any player truly shine or meet expectations. The coaches and playing style haven't been ideal for maximizing the potential of the squad."

He added, "The pressure of playing for a struggling team has made it difficult for players to enjoy their football. That’s why we've seen players leave Chivas and then thrive elsewhere, like Alexis Vega and Jesús Angulo. The same thing is happening with Cowell."

It's a stark contrast to what he showed in the 2024 Apertura, where he had a standout few months, where he scored five goals and recorded two assists in 12 matches. It's likely why he was looked at in USMNT camps across September and November.

In the Clausura in 2025, though, his minutes were heavily diminished, and the dip in his form followed. Borgetti added that external stressors, like him being a dual-national with both Mexico and the United States, but opting to represent the USMNT, were a factor.

"He joined a team filled with Mexican-born players, and as someone of Mexican descent with a non-Mexican last name, he naturally draws more attention," Borgetti said. "He's also held to higher standards because he's taking up a spot that could have gone to a player with two Mexican-born parents."

With his first strike of the year in the bag now, though, it could be a sign that Cowell is getting back in form at a critical time for his club.

United States v Mexico - Gold Cup 2025: Final

USMNT crying for width

The USMNT, meanwhile, could certainly use a player with Cowell’s tools - he just needs to prove he belongs.

Under Mauricio Pochettino, the U.S. fell short in back-to-back competitions in 2025, finishing fourth in the Nations League and second in the Gold Cup. In both tournaments, the team’s lack of depth and game-changers in wide areas was glaring.

In March’s Nations League semifinal, the U.S. lost to Panama with Weston McKennie and Yunus Musah rotating ineffectively in wide midfield roles. The bench offered little in terms of true wingers - only an unproven Diego Luna and Gio Reyna, a natural central player.

Luna impressed in the third-place match against Canada, providing an assist from a wide position, but the rest of the front four - including Christian Pulisic (as a No. 10) and Tim Weah - failed to spark.

Across both matches, the U.S. lacked a direct, touchline winger who could change the game off the bench. That didn’t change at the Gold Cup.

Pochettino’s roster choices deserve scrutiny, but once again, outside of Luna, there were no reliable wide options. Quinn Sullivan made the squad but saw just one cameo after a poor pre-tournament showing against Switzerland. Pulisic and Weah were absent, Haji Wright was injured early in camp, and the likes of Alex Zendejas, Griffin Yow, and Cowell - among others - were left out.

The U.S. winger pool isn't in crisis mode, but it's at a point where, outside of Luna, nobody is stepping up to push Weah and Pulisic for minutes. With the player pool still being open, it's now or never for Cowell to make his claim.

The U.S. lacks a true X-factor off the bench - someone who brings pace, size, physicality, and goal-scoring threat in wide areas. The only player besides Cowell who fits that mold is Wright, but he’s sidelined with an Achilles injury and has no clear return timeline.

For Cowell, the opportunity is there. He already has 11 caps with a goal and an assist - and now is the time to build on that.

In three seasons with Chivas, Cowell has 11 goals and four assists in 51 appearances. Primarily a left winger, his skill set could be an asset for the USMNT - but only if he starts producing consistently at the club level.

Chivas v Pumas UNAM - Torneo Apertura 2024 Liga MX

Leagues Cup opportunity

In the 2024 Leagues Cup, Cowell made four appearances for Chivas and scored one crucial goal - a stoppage-time equalizer against the LA Galaxy to force a 2-2 draw and send the match to penalties. He converted his spot kick, but Chivas ultimately fell 5-4 in the shootout. Still, Cowell delivered in a big moment for the Mexican side.

This year, Chivas will once again look to him as they face a tough group in the tournament.

They open against MLS Cup runners-up New York Red Bulls, followed by matches against Wilfried Zaha’s in-form Charlotte FC and Evander-led FC Cincinnati. Each opponent features current U.S. internationals - Miles Robinson with Cincy, Tim Ream with Charlotte - while the Red Bulls enter the competition months removed from an MLS Cup appearance.

If Cowell can make an impact in these high-profile matchups, it could put him back on the radar. And he’ll benefit from his familiarity with MLS opposition, having launched his career with the San Jose Earthquakes.

Similar to how Benjamin Cremaschi effectively became a club mainstay at Inter Miami following his strong run in the 2023 Leagues Cup, Cowell could mirror his efforts. And as Pochettino has shown in the past, it doesn't necessarily matter where you play, as long as you're playing and in good form. All of these factors could potentially work towards his benefit.

Serbia v United States

Eleven months to prove himself

The USMNT has just five windows and 10 potential matches left until the start of the World Cup. There is little to no room left for error on the pitch, and off it, the same goes for Pochettino with his roster selection. Come the flip of the calendar year, odds are that the Argentine will have his player pool confirmed, and the group that competes in the March FIFA international window will consist of the players that make up the roster for next summer's World Cup.

For Cowell, that means, realistically, he has three windows left to break into the team: September, October, and November. After that, it would be difficult to see any player who hasn't featured leap into the squad after not featuring across the three fall windows.

Make no mistake, this is a big summer for the Chivas winger. Now is the time to make his case.