Chivas USA heading for rebrand? Trademarks reportedly filed, new logos leaked

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With less than a month to go until the start of the 2014 Major League Soccer season, it seems as though one team is about to undergo a huge facelift.

Is this finally the end of Chivas USA as we know it?

Reports leaking from The Goat Parade suggest that the U.S. Patent and Trademark Office have received two trademark applications from “Chivas Guadalajara Licensing LLC” as Chivas look to rebrand their MLS franchise as either “Los Angeles F.C.” or “Los Angeles SC.”

According to public database records from the USPTO, Chivas USA applied for separate trademarks on January 17, 2014.

With the report also linking out to mock ups of the suggested new badges for both clubs, it seems as though the Chivas brand are finally admitting defeat in trying to spread their name in the marketplace in LA and California. For many years Chivas have had the lowest attendance in MLS and have struggled on and off the field, as well as with the clubs wider identity as parent club Chivas Guadalajara have always been lurking in the background.

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This snazzy design includes a bear, lion, tower and star. What do you think?

However with this fresh approach and the owners seemingly looking to cement the club’s roots in LA, something which has long been debated as many thought Chivas would be relocated elsewhere in the U.S. as they continue to underwhelm, this plan to rebrand seems like the team will remain in Southern California for the foreseeable future.

Both new logos have the same color scheme of gold, red and black, as on the left is the LA SC badge which consists of a shield split into four quadrants.

A gold star, tower, lion and bear are included here, as the resembles the lions on the Chivas USA crest and the bear is similar to the one seen on the state flag of California. While on the right you can see the proposed logo for Los Angeles F.C. which is much more, well, simple.

Many will be hoping this rebranding breathes new life into the Chivas USA franchise, which has been stagnate, confused and rudderless in recent seasons. The loyal Chivas fans in LA deserve a club to be proud of, and it seems like these changes could go a long way to helping the club succeed on and off the pitch in the future.

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A black eagle above a red lion and black bear in front of a red tower. What LA F.C. logo would look like.

But after the recent unrest about the clubs performances, Chivas have finished bottom of the Western conference in three of the last four seasons, and the whole ‘El Chelis’ experiment going horribly wrong last season, things have been at an all-time low for Chivas USA in recent months.

However with Carlos Bocanegra on board, Erick ‘Cubo’ Torres on loan from Guadalajara and some nice offseason pick ups from new head coach Wilmer Cabrera, a renewed sense of optimism is in the air ahead of the 2014 MLS season. The timing of this announcement could perhaps not be better, as Chivas owner Jorge Vergara aims to finally sort things out and get the club moving forward again.

This new image could considerably alter Chivas USA’s future, for the better.

FIFA fines Qatar after players’ political support for Emir

Photo by Philipp Schmidli/Getty Images
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ZURICH (AP) FIFA has fined Qatar’s soccer federation after national team players breached rules against political statements by displaying T-shirts of the country’s Emir at a World Cup qualifier.

FIFA says its disciplinary panel imposed a 50,000 Swiss francs ($51,800) fine and reprimanded Qatar, the 2022 World Cup host.

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The incident happened in Doha on June 13, amid a dispute with regional rivals Saudi Arabia, Bahrain and the United Arab Emirates.

Qatar’s players warmed up for a 3-2 win over South Korea wearing white T-shirts with an image of Emir Sheikh Tamim bin Hamad Al-Thani to show their support for him.

FIFA says the charges related to “displaying a political image” and “political displays” by spectators.

Report: USMNT’s Arriola drawing transfer interest abroad, in MLS

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Paul Arriola’s motor was constantly running as the United States men’s national team claimed its sixth Gold Cup title, and it could drive him all the way from Club Tijuana to Europe or a prime spot on an MLS roster.

There’s a snag, though.

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Arriola is reportedly wanted by Real Salt Lake and clubs in both the Netherlands and Portugal, but the LA Galaxy has what Goal.com describes a “dubious homegrown player” claim on Arriola, who participated in a minimal of practices with the Galaxy when he was younger.

As you’ll see below, there isn’t much “homegrown” about it and, to its critics, it is peak MLS monopolized tomfoolery. Here’s how Goal describes it:

“He was already a U.S. youth national team player when he traveled the 120 miles from Chula Vista to take part in a handful of training sessions with the LA Galaxy academy and eventually the Galaxy first team.

“The Galaxy are believed to hold a homegrown player claim on Arriola, and would have the right of first refusal on making Arriola an offer if he comes to MLS. The Galaxy’s current salary-cap situation might not allow them to make a serious bid for Arriola.”

But… here’s how the Galaxy described his choosing to sign for TJ instead of a pro deal from LA in 2013:

“It’s a little disappointing,” Galaxy technical director Jovan Kirovski told MLSsoccer.com by phone on Friday. “He went through our system, we offered him a contract and he decided to move on and go somewhere else. But that’s going to happen. It’s something that has happened before, and it’s something that will happen again.”

Arriola’s response in the same article? “I thank the Galaxy for giving me a wonderful opportunity to train with their first team and be a part of their first team which really taught me a lot.” That doesn’t read as much like he “went through their system.” He played in at least one U-18 game, debuting in October 2012, did more training with TJ in December 2012, and signed for the Mexican side in May 2013.

Should that qualify him as Homegrown?

https://www.transfermarkt.com/paul-arriola/leistungsdaten/spieler/189876

Did Arriola spent significant time with LA, or is it possible the Galaxy might reap rewards from having an already established youth national teamer to practice when he was a kid? Whether you’re okay with that or not, consider that it encourages clubs to pilfer rights without actually registering or training the player.

Not to mention there is no guarantee that playing in the Netherlands or Portugal will be better for his development than MLS. Benfica or Ajax and potential action in European tournaments? Maybe. NAC Breda or Tondela? Maybe not.

Nevermind the quagmire that is American youth soccer clubs’ not earning money from transfer fees, the Arriola drama seems baseless. We don’t know the Galaxy will hold the player hostage, but they would actually be depriving MLS of a talent, as LA would theoretically get nothing should TJ sell him to a European club.

In any event, check out Arriola’s use chart from Tijuana and you’ll see why he’s valued by Bruce Arena as well as his suitors. He’s a Swiss Army Knife. Here’s hoping Tinseltown doesn’t stop him from a proper next step (assuming he’s ready to leave Liga MX).