Chivas USA set for rebrand

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Football News

Chivas USA have been one of the most disappointing franchises in Major League Soccer for the past few years. 

The side regularly prop up the bottom of the table, and they fail to pull in anywhere near the same size crowds that rivals LA Galaxy manage at the Stubhub Center stadium they share. 

Well now it seems that the under-performing side could be set for a major transformation.

The Goat Parade reported earlier 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.”

Two different logos for the new brands were also released, here is the one for Los Angeles F.C, while this is what Los Angeles SC would look like. Whilst the two designs are very different in their style, they both contain the same black, red and gold base colours.

Whilst the same ownership structure is in place, a new club ethic and style - even a new stadium - a rebrand could have incredibly beneficial implications for fans of the current side, football fans in LA, and soccer in general.

Whilst owner Jorge Vergara has said in the past that the organization would not undergo a name change, it seems that he has finally admitted defeat in the Chivas Guadalajara experiment and is set to move on. 

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