Join Now | 
HomeAboutContact UsPrivacy & SecurityAdvertise
Soccer America DailySpecial EditionAround The NetSoccer Business InsiderCollege Soccer ReporterYouth Soccer ReporterSoccer on TVSoccer America Classifieds
Paul Gardner: SoccerTalkSoccer America ConfidentialYouth Soccer InsiderWorld Cup Watch
RSS FeedsArchivesManage SubscriptionsSubscribe
Order Current IssueSubscribeManage My SubscriptionRenew My SubscriptionGift Subscription
My AccountJoin Now
Tournament CalendarCamps & AcademiesSoccer GlossaryClassifieds
Interview: Chivas' CEO Has a Marketing Past
USSoccerPlayers, September 17th, 2007 4PM

MOST READ

MOST COMMENTED

By now the problems of Chivas USA, which currently has the fourth best record in MLS (but with games in hand), are well-documented: the strategy of borrowing the brand name of one of Mexico's most storied teams has backfired, offending some Chivas de Guadalajara fans while marginalizing those who don't support the Mexican club, or are not themselves Hispanic. As a result, the club is sparsely supported, despite on-field success and low ticket prices.

By any measure this is a marketing problem, one that Chivas USA is addressing by instating former AEG Sports President Shawn Hunter as the club's new President and CEO. In an interview with Andrea Canales, writing for USSoccerPlayers, Hunter outlines his vision for the team, which includes strengthening Chivas' ties with Mexico and reaching out to fans who identify with its brand of soccer. To achieve this goal, Hunter plans to bring in more players from the mother country (Chivas didn't bring in a single Mexican player during the off-season who has stuck with the team), and to add more Mexican sponsors (as many as four or five, says Hunter).

But Canales warns that Hunter may run into the same problem that stemmed from the club pigeonholing itself in the first place. Nevertheless, Hunter says, "You'll see us add [Mexican] players to the roster in the years ahead, but we'll never abandon the essence of the brand and what we want it to be.  But it will continue to evolve over time."

Read the original story...



No comments yet.

Sign in to leave a comment. Don't have an account? Join Now




AUTHORS

ARCHIVES
FOLLOW SOCCERAMERICA

Recent Section 2 Around the Net
FIFA Sets Meeting to Discuss Qatar 2022    
FIFA has said it will step up the search for new dates to play the 2022 ...
Poll: Fans Think Real is Weaker Than Last Season    
According to a poll conducted by Spanish daily AS, Real Madrid fans think their team is ...
Last Minute Deals for Cleverly, Falcao, Welbeck Completed    
Tom Cleverly on Tuesday completed a season-long loan switch to Aston Villa from Manchester United, despite ...
Report: EPL Clubs Spend Close to $1.4 Billion on Summer Transfers     
English Premier League teams smashed the previous record for spending during the summer transfer window after ...
Several World Cup Stars to Miss Final Rematch     
Lionel Messi is one of four injured Albiceleste stars for the World Cup final rematch between ...
Ronaldo: I Can't Say What I Think About Real's Transfers     
Cristiano Ronaldo, who missed Real Madrid's shock 4-2 defeat at Real Sociedad with a lingering knee ...
Ancelotti: Attitude to Blame for La Real Loss    
Real Madrid coach Carlo Ancelotti rejected suggestions that Xabi Alonso's departure to Bayern Munich was to ...
Creighton shuts down Jordan Morris    
No. 24 Creighton got goals by freshman Ricky Lopez-Espin and Fabian Herbers to beat No. 13 ...
Redknapp to Sign Two-Year QPR Extension    
Despite losing his first three games of the season, Queens Park Rangers coach Harry Redknapp revealed ...
Hernandez, Juve Agree Personal Terms    
The Corriere dello Sport on Friday reported that Juventus has agreed personal terms with Manchester United ...
>> Section 2 Around the Net Archives