How much longer will this column be known as the Chivatown Post (Forever! -Ed.)? Speculation runs amok these days and some expect our Chivas USA brand to disappear by the start of the 2015 MLS season.
No, if a rebrand occurs Chivas USA won't be called Leones USA but if the recently revealed shields are an indication, the club will share the black, red and gold colors of Leones UDG.
Chivas Guadalajara Licensing LLC, probably a property of Jorge Vergara's larger Omnilife-Chivas group, registered the trademarks Los Angeles F.C. and Los Angeles SC. These share the same color scheme as another club associated with Vergara, the Leones Negros of the Universidad de Guadalajara. The latest incarnation of Leones UDG were built from a former Chivas de Guadalajara subsidiary known as Club Tapatío. Leones were acquired by a business entity belonging to the University of Guadalajara, and the club includes some CD Guadalajara Academy players (Spanish). Therein is the Vergara tie-in; it's a venture between Vergara's group and a UDG group.
The apple doesn't fall far from the tree.
The recently surfaced LASC and LAFC shields are said to be part of a study phase for a potential rebrand. Some say a rebrand isn't enough and that Vergara needs to go. The solution is simple. Buy him out. Will core fans incorporate and acquire the club like it occurs in other parts of the world? What other prospective buyers are out there? Even if there were buyers, Vergara already said he isn't selling at this point. Given the difficulties of this club, it could take a long time to bring it up to a more valuable selling point.
In Vergara's recent ESPN interview he said that, "We have a company making a proposal (for a rebrand) but there's nothing on the table." Could that company be Soccer United Marketing?
What if a rebrand is definitely going to happen and fans are given a chance at naming the club? What name suggestions are out there?
Across the Chivas Nation, CD Guadalajara enjoys an improved form having won 2 consecutive games for the first time since 2012. They now sit in 4th place in Liga Bancomer MX after 7 games, with a 3-3-1 record.
In international play, CONCACAF's Santos Laguna of Torreon, Mexico defeated CONMEBOL's storied Peñarol 2-0 in Montevideo, Uruguay in South America's most prestigious soccer tournament, the Copa Libertadores.
Around the U.S., the NASL revealed its third pro soccer side in Florida in the Jacksonville Armada FC, behind the Fort Lauderdale Strikers, and the Tampa Bay Rowdies.
Chivas USA take on FC Tucson today (Wednesday) at 1 pm to kick off the Desert Diamond Cup.
What do you think? Leave a comment below!