Chivas USA Rebranding Details Need To Be Revealed By MLS

By Douglas Smith
Chivas USA Rebranding
Jayne Kamin-Oncea-USA TODAY Sports

After a reported attendance of just over 3,700 people and an uninspired effort by Chivas USA against the Portland Timbers last night, the process for the rebranding of the Goats must be accelerated. This match was the worst game of the season in MLS regardless of the fact that it was a midweek game. There has not been an update on the MLS takeover of Chivas USA since February. Details of the future plans for the franchise must be released to put some life into the worst-performing soccer franchise in MLS.

The fans have given up on the team. Many in attendance at last night’s match say the reported attendance was an inflated number. There is no reason to come to the matches and the home stadium does not feel welcoming. Original details said that MLS was looking for an ownership group to keep the team in Los Angeles. This can be a long process, but some names have already come to the surface.

This season has put the team in limbo, which is an easy out for any fan. However, the play on the field is nothing to connect the fans. On their home field last night, Chivas USA just sat back to absorb the Timbers’ attack rather than try to create their own chances. It took Portland 65 minutes to get behind the defense, but it was a long time coming. Chivas USA looked disinterested.

Alicia Ratterree reported that two trademarks were filed for Los Angeles SC and Los Angeles F.C. If it weren’t for her reporting there would be no details regarding any possibilities of a new look or brand. Those names may not even be how this ends for Chivas USA, but they do create anticipation.

MLS may not have a lot to report on where the franchise stands, but at this point any update would be useful. Fans need something to hang onto, so even to say “we are working on it” is better than waiting. The average attendance for Chivas USA is just below 8,000. The Indy Eleven of NASL averages 10,000 while the Sacramento Republic FC team in USL Pro is averaging 19,000. Three of the six NASL matches this past weekend had more attendance than last night’s Chivas USA match.

Fans need news to create excitement at this point. No one in MLS can expect the attendance to grow for any of the remaining Chivas USA matches. At this point, any update of any kind would be appreciated. MLS should take a few minutes to let everyone know where they stand in the process of rebranding the franchise.

Douglas Smith is a soccer writer for Follow him on Twitter @DFresh39, “Like” him on Facebook, or add him to your network on Google.


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