Though we learned Thursday that Major League Soccer bought Chivas USA from Jorge Vergara and Angelica Fuentes and that there would be an eventual rebrand, it is worth considering the future of the proposed rebrands we reported about on Monday.
The "Los Angeles SC" and "Los Angeles F.C." names and crests trademarked by Chivas Guadalajara Licensing LLC in Carson, California are essentially dead now, and MLS Commissioner Don Garber said as much during his conference call about the sale Thursday.
"I'm sure as the Vergaras were going through the process of whether they were going to sell, or whether they were going to keep the team, my guess is they were thinking about whether or not they would rebrand."
But here's the kicker:
"It's not really relevant to what we're talking about here, since they no longer own the team."
Garber elaborated that the league did not register the trademarks. This is something they nearly always do when it comes to MLS team names and logos.
Could the league buy those trademarks from the Vergaras? I sincerely doubt it. Though the public face of the sale has been amicable, I am guessing there aren't going to be a great deal of interactions between MLS and Vergara moving forward, least of all when it comes to business.
So consider these rebrand ideas dead. Don't expect to see those crests on anything official related to the team currently known as Chivas USA, ever. On the bright side, the large number of people who voted in our poll Tuesday about the crests and picked the "start over, both crests are bad" option will have their way.
What do you think? Leave a comment below!