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
Chivas Refocuses Marketing Priorities
Carson Daily Breeze, March 18th, 2008 4PM

MOST READ

MOST COMMENTED

The David Beckham show may put butts in seats, but Chivas USA has become the more successful franchise on the field. Over the past two seasons, while the L.A. Galaxy was missing out on the playoffs and pointing fingers, Chivas quietly improved from a third- to first-place finish in the Western Conference last season.

But still, on the marketing front, Chivas is getting clobbered. The Galaxy averaged a league-high 24,252 at the Home Depot Center last season, while Chivas drew the second-lowest average of 14,305 at the same stadium. Nick Green of the Carson Daily Breeze blames the team's marketing strategy: "So far, simply slapping the name of Mexico's most popular club on an American offshoot has served to remind its Mexican-American fan base that Chivas is merely a pallid substitute for the real thing, rather than a version they can call their own that's worthy of their support."

Indeed, Chivas faces an uphill battle with its (presumed) core fan base, which is why CEO Shawn Hunter believes a more local approach is paramount to the club's future success. Hunter says Chivas USA is now working on instilling its the brand in the minds of L.A.'s youngsters, by hooking up with a Unified School District program called Beyond the Bell, which sends kids to games. The team is also hosting a weekly clinic called "Kick It in the Park," which sees as many as 800 kids attending four sessions a day at 40 different Southern California locations per year.

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
LVG: Falcao "Has to Prove Himself"    
Manchester United coach Louis van Gaal has responded to criticism over dropping Radamel Falcao by claiming ...
Report: Adidas to Assist Messi Move?    
According to Spanish sports daily AS, Lionel Messi's sponsor Adidas could be the key to the ...
Mourinho Questions Man City's Transfer Policy     
Chelsea coach Jose Mourinho suggested that rival Manchester City is not adhering to UEFA's Financial Fair ...
Toure Admits Man City Future in Doubt     
Speaking ahead of the opening games of the African Nations' Cup in Equatorial Guinea this weekend, ...
Ronaldo Blasts 'Defensive' Atleti Tactics    
Cristiano Ronaldo blasted Atletico Madrid for its unattractive style after the Rojiblancos ousted Real Madrid from ...
Fabian Johnson's 'Spat' with 'Gladbach Coach Favre    
According to Bild, USA defender Fabian Johnson is in a "spat" with Borussia Monchengladbach coach Lucien ...
Serie A to Introduce Goal-Line Technology     
Serie A will introduce goal-line technology next season after the Italian soccer federation (FIGC) gave its ...
Ronaldo: Cristiano Junior Prefers Messi     
Real Madrid forward Cristiano Ronaldo, who on Monday was named the 2014 Ballon D'Or winner, revealed ...
Debuchy to Miss Three Months     
Arsenal coach Arsene Wenger on Wednesday revealed that right back Mathieu Debuchy is set to miss ...
Spurs Fights Back to Win Third-Round Replay     
Tottenham on Wednesday fought back from two goals down to beat Burnley, 4-2, in an FA ...
>> Section 2 Around the Net Archives