Even in a year where several teams seem intent on completely remaking their images, Chivas USA's remodeling continues to take on a level of enormity that stands out. It started with the hiring of Robin Fraser as their new head coach. It has continued all off-season with the acquisition of new players, young and old. It goes as deep as the hiring of a new technical director and strength and conditioning coach. With the announcement of Corona Extra as their new shirt sponsor, it even stretches into the business side.
Chivas USA’s Corona Sponsorship Continues Massive Makeover
Chivas USA, a virtual step child of a Mexican professional team and the second most popular MLS team in its own market, finally seems to be turning a corner
Any of these moves would be considered significant on their own. When taken in conjunction with one another, they have the feel of a tectonic shift that could even lead somewhere the seventh-year franchise has never been: outside of the LA Galaxy’s shadow.
New Coach Brings New Hopes
In the relatively short history of Chivas USA, the team has now employed seven different head coaches. Amazingly, that list includes such luminaries as Bob Bradley and Preki. Fraser is just the latest man to take over what has so far been a revolving door, which left many wondering why a up-and-coming coach as himself would consider it.
The intelligence of the move obviously remains to be seen, but it does appear that no small part of that decision was based on the idea that he would be given the ability to remake this team in his own image. Considered one of the best defenders in MLS history during his playing days, it should come as no surprise that most of the moves the Goats have made since hiring Fraser have been along the back line. Among the acquisitions since his Jan. 4 hiring are four defenders that should all compete for starters’ minutes.
That Fraser chose to jump at the opportunity came as a surprise to some, who expected the former Real Salt Lake assistant to wait for an opportunity to lead a team with a more stable foundation. Fraser, who was recently nominated for the U.S. Soccer Hall of Fame for his work as a player, was one of Jason Kreis' top assistants during for seasons with RSL. During that time, he played an integral part in transforming RSL from one of the league's worst teams into one of its best.
The task Fraser faces at Chivas USA is similar to the challenge he and Kreis undertook when they were hired by RSL in 2007. Like the 2006 RSL team, Chivas finished at the bottom of the 2010 Western Conference standings. Also like that RSL team, last year’s Chivas team was not particularly good on the defensive side. Just one year after allowing the third fewest goals in the league and three years removed from what was then the second lowest goals-against total of all time, the 2010 Goats allowed the fifth most goals in the league.
Changing Faces, Changing Attitudes?
Throughout their six-year history, Chivas USA has gained a reputation for being someplace players don't stay very long. Although the team has had its share of notable players, only four have made as many as 100 appearances for them (Jonathan Bornstein, Sacha Kljestan, Francisco Mendoza and Jesse Marsch). The only three players with as many 50 games played in a Chivas USA shirt on the current roster are Paulo Nagamura (88), Justin Braun (67) and Zach Thornton (59).
While team tenure is not something that gets turned around in one season, obviously, it does seem that Fraser has put an emphasis on bringing in some veterans. Of the six players that have officially been signed this off-season (Sergio Arias and Mendoza have reportedly already signed and are just waiting for their paperwork to be finalized), they bring an average of almost 140 games of MLS experience and an average age of 29. The 18 players who are still listed on the team roster that played with Chivas USA last year have an average of about 54 games of MLS experience and are about 25 years old.
Those six new players bring more than experience, though. Of that bunch, Jimmy Conrad (United States), Alejandro Moreno (Venezuela), Heath Pearce (United States), Andrew Boyens (New Zealand) and Simon Elliott (New Zealand) have all earned at least 16 international caps for their respective countries. The other player, Tristan Bowen, is just 20 years old, scored two goals while filling in for Edson Buddle last year and was named to the Generation Adidas team that toured Spain this off-season and held its own against reserve teams for Real Madrid and Atletico Madrid.
Building Their Marketing Heft
After years of wearing the names of companies few Americans recognized (a Mexican paint company and convenience store), this year Chivas USA will have Corona splashed across their chests. While a sponsor is just a sponsor, there is something to say for closely aligning yourself with a well-known brand.
One of the problems Chivas USA have faced since their inception is a perceived inability to really connect with a fanbase. Their parent team, officially know as CD Guadalajara, is certainly popular in Mexico, but by no means a universally loved team. In order to be successful in the United States, Chivas USA were always going to need to make a name for themselves.
The Corona sponsorship seems to at least be a move in that direction. Corona is the most popular imported beer in the United States and is also one of the most popular beers in Mexico. Fans aren’t going to start supporting Chivas USA just for that reason, but having the two brands linked together can’t be anything less than a positive for a team that has always struggled for exposure.
Charting A New Course
To act as if Chivas USA’s history is full of failure is simply not being fair. While their expansion-year team was arguably the worst to ever play in MLS, they have made the playoffs in four of their six seasons and even been considered MLS Cup contenders at various times.
Those successes ultimately proved fleeting. The Goats have never won a playoff series, and last year’s trip to the U.S. Open Cup semifinals was the closest the team has ever come to winning a trophy. It seems more than a bit premature to say this is the year that all changes, but this does feel like it could be the start of something good.
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