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.

LIVE: Seven Premier League clubs in League Cup action

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Six Premier League teams enter the League Cup (officially known as the Carabao Cup in 2017-18) on Wednesday with plenty of potential upsets lined up for the second round.

[ LIVE: Follow League Cup scores ]

Out of the seven PL clubs who began their League Cup quest on Tuesday, six remain with Watford the only casualties to lower-league opposition.

Newcastle, Southampton, West Ham and Stoke City are all in action on Wednesday as all six PL clubs face lower-league opponents for a spot in the third round, which is when the seven PL teams in European action enter the competition.

U.S. national team players to watch out for include Huddersfield Town’s Danny Williams who starts against Rotherham, while Eric Lichaj starts for Nottingham Forest at Newcastle United.

Below is the schedule for the League Cup games on Wednesday with all games to kick off at 2:45 p.m. ET unless otherwise stated.


Wednesday’s League Cup second round games

Newcastle United vs. Nottingham Forest
Southampton vs. Wolves
Huddersfield Town vs. Rotherham United
Cheltenham vs. West Ham United
Stoke City vs. Rochdale – 3 p.m. ET
Blackburn Rovers vs. Burnley

LIVE: Liverpool-Hoffenheim headlines UCL playoffs

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Expect another big UEFA Champions League night at Anfield on Wednesday as Liverpool look to get by Bundesliga side Hoffenheim and reaching the UCL group stage.

[ LIVE: Champions League scores ] 

Jurgen Klopp’s side lead 2-1 after the first leg in Germany last week, meaning Hoffenheim will have to score twice at Anfield to have any chance of advancing. Given the fact that Hoffenheim had a penalty kick saved and spurned several glorious chance at home in the first leg, Liverpool’s shaky defense could provide another nervous evening for the home fans.

Klopp will be hoping his jet-propelled attack of Sadio Mane, Mohamed Salah and Roberto Firmino will have enough to put Liverpool in the UCL group stage for the first time since 2014.

Liverpool and CSKA Moscow are the only home teams to return with a first leg lead, while Sporting Lisbon head to Steaua Bucharest after a 0-0 draw in Portugal for the first leg.

APOEL Nicosia travel to Prague to take on Slavia with a tidy 2-0 lead on aggregate but an early goal for the hosts could change the entire complexion of that tie. Azerbaijan outfit Qarabag head to the Danish capital with a 1-0 lead over FC Copenhagen but, again, an early goal for the hosts will make all the difference.

The five winners of these ties will join Celtic, Sevilla, Maribor, Napoli and Olympiacos in the group stage draw on Thursday as those five teams qualified via the playoffs on Tuesday.

Below is the full schedule for Wednesday’s games, which kick off at 2:45 p.m. ET, while you can click on the link above to follow live commentary on all five matches.

Wednesday’s UEFA Champions League playoff second legs

Liverpool vs. Hoffenheim (Liverpool lead 2-1 on aggregate)
FC Copenhagen vs. FK Qarabag (FK Qarabag lead 1-0 on aggregate)
Slavia Prague vs. APOEL (APOEL lead 2-0 on aggregate)
CSKA Moscow vs. Young Boys (CSKA Moscow lead 1-0 on aggregate)
Steaua Bucharest vs. Sporting Lisbon (0-0 after first leg)

Premier League player Power Rankings – Week 2

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For the second time in the 2017-18 Premier League season we rank the form players and, somewhat predictably, there are plenty of new entries and lots of chopping and changing in our rankings.

[ MORE: Power Rankings archive ]

Remember: this is a list of the top 20 performing players right now in the Premier League.

Let us know in the comments section below if you agree with the selections of the top 20 players in the PL right now.


  1. Paul Pogba (Man United) – New entry
  2. Romelu Lukaku (Man United) – Down 1
  3. David Luiz (Chelsea) – New entry
  4. Javier Hernandez (West Ham) – New entry
  5. Wayne Rooney (Everton) – New entry
  6. Sadio Mane (Liverpool) – Up 2
  7. David Silva (Man City) – Down 3
  8. Henrikh Mkhitaryan (Man United) – New entry
  9. Aaron Mooy (Huddersfield) – Up 7
  10. Riyad Mahrez (Leicester City) – New entry
  11. Marcos Alonso (Chelsea) – New entry
  12. Alexandre Lacazette (Arsenal) – Down 7
  13. Willian (Chelsea) – New entry
  14. Steve Mounie (Huddersfield) – Down 12
  15. Manolo Gabbiadini (Southampton) – New entry
  16. Dele Alli (Tottenham) – Down 9
  17. Jordan Pickford (Everton) – New entry
  18. Harry Maguire (Leicester City) – New entry
  19. Mohamed Salah (Liverpool) – Down 9
  20. Anthony Martial (Man United) – New entry

Men In Blazers pod: Chelsea, Man United, Rooney all feature

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Rog and Davo break down Chelsea’s win at Tottenham’s footballing Airbnb, Wembley. Plus, another 4-0 win for Manchester United. And Wayne Rooney scores in Everton’s 1-1 draw with Manchester City.

All of the MiB content — pods, videos and stories can be seen here, but to really stay in touch, follow, subscribe, click here:

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