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Chivas USA Still Looking to Make Its Mark

You'd think that starting a soccer team "that will have the same name and wear the same uniform as Mexico's most popular team" in a place like Southern California that happens to "home to more Mexicans than in 29 of the 31 Mexican states" would pretty much guarantee success, if not always on the field then at least in the hearts and minds of the fans in the stands. "Well, things haven't quite worked out that way for Chivas USA," according to the L.A. Times' Kevin Baxter.

Baxter makes his case that the 5-year-old club "has yet to turn a profit," "ranks just fifth in the league in attendance," and "hasn't signed a big name player in recent years." But while that is all true, look around the league and you'll find that very few of the league's 15 teams are in the black financially, and Chivas USA's attendance is actually up 14 percent from last year and has them outdrawing 10 other MLS teams.

Sure, Chivas has been a model of mediocrity on the field (good enough to make the playoffs but not good enough to advance), and the team could definitely benefit from the signing of a marquee Mexican player or two (or six), but the club's real challenge, according to GM Shawn Hunter, is to do a better job of "carving out an identity" that can "take advantage of the two pieces of the name, the Chivas and the USA" by building on the name and history of the famed club from Guadalajara but also establishing its own history here in the States.

Read the whole story at Los Angeles Times »

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