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.

Jovic could see himself in Premier League, Serie A

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Maybe Luka Jovic’s presumed move to Real Madrid won’t happen this summer.

Or at all.

[ MORE: Real, Chelsea debate Hazard price ]

The Eintracht Frankfurt striker has been tipped for a move away from the Bundesliga after another strong campaign, and taking the center forward reins from Karim Benzema at Real Madrid.

Several outlets reported the deal as done, but Jovic isn’t speaking that way (or at least the Serbian is throwing us off the scent.

From Goal.com:

“In terms of the physique, the Bundesliga is very demanding, but after the games against Chelsea or Inter Milan, I personally had the feeling that I could feel even better [playing] in the Premier League or Serie A. … The way the teams play there suits me better.”

Jovic scored 27 times in 48 appearances for Frankfurt, adding seven assists at the tender age of 21. Ten of those came in the Europa League, and we’re not talking about flooding the nets of minnows; Jovic scored against Chelsea (twice), Marseille (three), Lazio (two), and Inter Milan (once).

Report: Chelsea, Real $38M apart on Hazard

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How much for Hazard?

Real Madrid are willing to pay $127 million, no small fee, to bring Eden Hazard from Chelsea, but that’s well off the Blues’ evaluation according to Sky Sports.

Chelsea sees Hazard’s price as $165 million. Belgian writer Kristof Terreur told Sky that Hazard wants his future sorted by June 4.

[ MORE: Bayern wins double ]

The Blues’ superstar is entering the final year of his contract, and could begin negotiating with other clubs in January and leave on a free transfer.

Hazard turns 29 in January. He recorded 19 goals and 16 assists in 51 matches this season, his best output in a Blues uniform.

The report says Chelsea feels no pressure to sell Hazard, but it would be a surprise if it dug in its heels too deeply considering the state of the Belgian’s contract.

Even for Chelsea, letting over $100 million walk out the door is wild, and for all Hazard’s won with Chelsea there’s also been consternation under several managers and a more than occasional habit of disappointing on the table.

MLS roundup: Timbers end road trip with emphatic win in Philly

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A roundup of all of Saturday’s action in MLS…

[ MORE: USA topped by Ukraine in U-20 World Cup opener ]

Philadelphia Union 1-3 Portland Timbers [ HIGHLIGHTS ]

Just when everyone had begun to take the Union seriously — to give them the respect befitting a first-place team — Jim Curtin’s side fell flat on its face and fell out of the Eastern Conference’s top spot. Saturday’s defeat to the suddenly streaking — and homeward bound — Timbers snapped Philadelphia’s six-game unbeaten run (four wins).

24-year-old attacker Brian Fernandez, signed as a Designated Player earlier this month, made his first MLS start and marked the occasion with two first-half goals (31st and 36th minutes). Diego Valeri added the third (87th) after Kacper Przybylko pulled the Union back to 2-1 in the 47th.

Now, with 14 points from their 12-game road trip to start the season, Portland heads home for 17 of their final 22 games to be played inside a newly renovated — and expanded — Providence Park. The gap between themselves and a Western Conference playoff place is just four points.

New England Revolution 1-1 D.C. United [ HIGHLIGHTS ]

With the Union slipping up and dropping all three points, D.C. United made the most of their opportunity to return to the top of the East on the back of Wayne Rooney‘s 90th-minute penalty kick to snatch a 1-1 draw with (what will soon be) Bruce Arena’s Revolution.

Juan Agudelo put the home side ahead with a header in the 61st minute, and the lead held firm for nearly the final half-hour. Alas, video review reviewed a handball late in the game, which presented Rooney the chance to play the part of hero. He duly obliged and hammered his spot kick past backup goalkeeper Brad Knighton, who replaced Matt Turner following his 56th minute red card for cleaning out Rooney.

Arena is expected to take charge of Revs training this week and make his debut as head coach next Sunday, when his new side visits… his old side, the LA Galaxy.

Colorado Rapids 3-2 Columbus Crew SC [ HIGHLIGHTS ]

Don’t look now, but the Rapids have won two straight games under interim head coach Conor Casey and appear set on clawing their way out of the league’s basement.

Sure, they blew a pair of leads at home, but they also hit back with another goal of their own every time Crew SC drew level, culminating in a stunning winner from Nicolas Mezquida.

The gap between Colorado and 23th place is now just three points, as expansion side FC Cincinnati come closer and closer on the horizon.

Elsewhere in MLS

Chicago Fire 1-1 New York City FC [ HIGHLIGHTS ]
Vancouver Whitecaps 2-1 FC Dallas [ HIGHLIGHTS ]
FC Cincinnati 0-2 New York Red Bulls [ HIGHLIGHTS ]
Minnesota United 1-0 Houston Dynamo [ HIGHLIGHTS ]

Sunday’s MLS schedule

Sporting Kansas City v. Seattle Sounders — 6 p.m. ET
Toronto FC v. San Jose Earthquakes — 7:30 p.m. ET

Will winning the double be enough to keep Kovac at Bayern?

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BERLIN (AP) Niko Kovac is the first to win a domestic double in Germany as a player and coach, yet it may not be enough to keep his job as Bayern Munich coach.

[ MORE: Valencia end Barcelona’s four-year hold on Copa del Rey ]

Kovac, whose side defeated Leipzig 3-0 in the German Cup final on Saturday, a week after clinching the Bundesliga title, is yet to be given assurances in public from the club that he will remain in charge, despite bringing a successful end to what had been a testing season.

The pressure and uncertainty appeared to cast a shadow on what was Kovac’s second successive German Cup win — he was Eintracht Frankfurt coach when the side defeated Bayern in the final last year.

“Last year I was leaving the team. This year everything is a little less emotional, no tears, but still, I’m happy,” Kovac said.

“Sometimes I would really wish that things went a little differently. It’s difficult to turn the wheel back. We should all work on it, we’re all human. We should make sure that we get along with each other.”

[ U-20 WORLD CUP: Ezequiel Barco’s golazo paces Argentina to big win ]

Kovac, who won the double as a player in 2003, acknowledged the cup win on Saturday was “very important” as “it shows that we have worked well.”

Bayern chairman Karl-Heinz Rummenigge was again coy when pressed on the coach’s future.

“At the end of the day, we have to get titles. Of course the coach plays a central role,” Rummenigge said. “It was never an issue for us with the term that he has until 2021, that he would simply not be there anymore as coach beforehand.”