Soccer Marketing 101 - Turning Around the Chivas USA Brand

Tray tables on Volaris' flights... very innovative.

Like about half of the Major League Soccer clubs this season Chivas USA launched a new kit. We're not sure of the rhyme or reason to the rotation, but each team is set on some sort of timetable from adidas and this year we've seen new shirts (although nothing mind-blowing given the "house league" look that all adidas shirts seems to have) from Columbus, Los Angeles, New England, Chicago Fire, Real Salt Lake, D.C. United, Montreal Impact, and a handful of third shirts as well.

While Chivas USA's new look is not a massive departure from their shirts last season, their launch of them was certainly the most unique of all in the league.

Last week, Chivas announced a new sponsorship with airline Volaris which operates flights between Mexico and several southwestern U.S. cities and also debuted their new shirts ON a flight from Guadalajara to Los Angeles.

Players like Juan Pablo Angel and goalkeeper Dan Kennedy walked down the aisle (now that sounds odd) along with Chivas USA girls while passengers on the flight were gifted their own jerseys to wear off the flight.

Chivas USA gets a lot of flack for their marketing approaches (given the whole idea of the team sounds and has looked gimmicky) and compared to the success of their Home Depot Center roommates, the Galaxy, they light-years behind, but this move at least shows some dramatic re-thinking of how to approach their whole brand.

Many if not most of the passengers on this launch flight from Guadalajara (and future passengers) were probably already fans of the sister club in Mexico and if they weren't previously aware of USA's branch, now they are. Honestly, they may even have thought they were getting Chivas shirts from Mexico. Either way the sponsorship and the marketing here is a major push to more closely link the success of the Mexico brand with that of the American brand.

We may be getting ahead of where Chivas USA is, but if they're going to be successfully, and this ship has to get turned around quickly, they've got to get these Chivas (Mexico) fans on aboard quickly. Since 2004 they've flailed about in Southern California. In part, Chivas USA thought that the link between the two and the fandom for your average Mexican-American would come automatically, naturally. The other part of the failure being that in marketing to Mexican-Americans and Mexicans in the United States it was real poor to assume that everyone was a Chivas fan. You're never going to get a America, Puma, Pachuca, or Cruz Azul fan anywhere near a Chivas USA game and there are loads of them, too, in LA and elsewhere.

But they're here now, made their bed in tying the team to the Chivas name, and the USA side now has to telegraph their marketing more directly.

It's taking the USA brand to Mexico and basically saying "Hey, this is the American branch of CD Chivas. When you're in the U.S. and in Los Angeles, come support this side like you would in Guadalajara and Mexico."

It sounds obvious, but Chivas USA's market is much, much bigger than the Los Angeles-area and to pretend that they're going to be able to compete on a fan-by-fan basis in this marketing with the Galaxy is absurb. Ask the Clippers how that works against the Lakers in that town (although they're doing much better this season). When put up against a more successful and flashy club with a deeper history then you're going to get creamed.

Chivas USA has got to make each CD Chivas (Mex.) fan in the LA-area and the whole United States a fan of their side. If I were a fan of Chivas' Mexico branch I'd sure as hell want to support this side if I knew there were more than just a name connection between the two.

The two Chivas need to play a friendly against each other every season. The relationship should really be more like a senior side to an academy team. Even though that seems insulting to the "Major League" label attached to Chivas USA it's a reality that it is the only club in the U.S. with this sort of unique arrangement.

Young Mexican players needing serious minutes should get a run out in the USA side. There's a lot of serious ticket draw to see up-and-coming players make their professional debuts.

Certainly none of this is new and, at some level, been done, but it's the regularity and the promotion of it all that needs to be turned up to "11" on the dial.

Last year's shirt sponsorship deal with Mexican beer Corona (no matter what you think of its taste) and was a huge step in the right direction to continue to connect the two Chivas brands and the Volaris deal is another positive trend.

The Chivas USA idea is still salvageable (and perhaps a move to soccer-mad San Diego might get them out of the Galaxy shadow) and last week's announcement shows that the right moves are finally being made.


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Better Know A Supporters Group - Black Army 1850

We're back!


We continue our comprehensive coverage of American soccer culture with our series "Better Know a Supporters Group," just like Steven Colbert's "Better Know a District" from "The Colbert Report". 

Our goal: to feature each of the MLS teams' supporters groups. We've sent e-mails to each and every SG in Major League Soccer and soon you'll be able to check all what each is all about and what awesomeness they have to contribute to our growing American soccer world.

When we devised this idea a while back it was cool to be able to see what each supporter group is about, but in light of the terrible, one-sided, anti-American, condescending profile of Philadelphia's Sons of Ben SG by the British GQ (not even going to link to it to give them the site hits) we think its all the more important to give supporters groups in Major League Soccer the proper exposure and voice they deserve.

Today we feature our first supporters group from Los Angeles' Chivas USA, Black Army 1850. BA 1850 is relatively new to the supporters section at the Home Depot Center, founded in 2010, but their focus and beliefs about supporters and their role in American soccer is a mature as much longer-standing supporters in MLS.

As told to the Free Beer Movement by Josef Zacher, one of the founders of Black Army 1850.


The Basics

SG Name: Black Army 1850

MLS Club: CD Chivas USA

Stadium: Home Depot Center (Carson, CA)

Year SG Founded: 2010

Section Name (if other than SG name): 138

Any other SGs apart of your section? None

Location of SG in Stadium (section #, side, direction): South East Corner, Section 138

The Meaty Questions

What are the origins of your groups’ name? Why the Black Army?


We see ourselves right now as a group that is focused on creating an army of die-hards that exclusively supports Chivas USA. While are numbers are not massive, we realize the potential of becoming the size of an army as Chivas USA establishes its own unique history and identity in Los Angeles. As our name indicates, we do not wear the traditional Chivas USA colors of red, white, and blue. We have chosen to follow a protocol that many European Ultras established long before us, by wearing black rather than the traditional team colors. For us, the black symbolically represents our intention to go against the grain of conformity in the Chivas family. We are not here to bask in the glory of a club that is in a different league and a different country. Like our club, we cherish the thought of being the "black sheep (in this case goat)" of the "sacred flock". Our colors also provide an excellent back drop for our tifo displays on game day. Even though we do not wear the colors of Chivas USA on game day, we bleed the Chivas USA colors every day.

Significance of 1850?

We identify with 1850 because that is the year California and Los Angeles became officially part of the United States. Our group strives to establish Chivas USA a local team by identifying with Los Angeles and Southern California.

"Solamente Chivas USA"

We chose our motto "Solamente Chivas USA" because we wanted to make a clear separation between C.D. Guadalajara and Chivas USA. We understand that Chivas USA was created by the owners of C.D. Guadalajara, however we pride ourselves in making the distinction that Chivas USA plays in the United States and Major League Soccer (MLS). We are here to support an American team.

Favorite chants/songs?

Our group prefers an “authentic” ultra-style that is more chant and chorus based. Our drummer, John Sandate, created a great drum and chant chorus based on “Bro Hymn” by Pennywise. A crowd favorite is a Black Army version of the “tequila” song. Currently, we are working on “Chivas Blood, L.A. Heart” a chant that was inspired by a Morrissey song.

Why is being in the supporters section the “best seat in the house”?

Nothing can compare to the passion and loyalty from the terraces. They truly love their club and will show it for 90 minutes. These are the folks that truly represent what this game is all about.

Brag. What makes your SG one of the best supporters groups in MLS?

Our support for Chivas USA is pure and cannot be questioned. We pride ourselves on being independent and free of outside interference. There is no one that can buy our voices or opinions. If there is something that isn’t kosher at Chivas USA, we will call them out. One of our goals in the Black Army is to provide support for our club even beyond the stands. Our members are very active in community service and outreach projects. We work side by side with Chivas USA on projects such as Heal the Bay Beach Clean-ups and Blood Drives. Our supporters group also takes on an active role in promoting equality and acceptance for fans of the beautiful game. We are currently promoting the first-ever Equality Night at an upcoming Chivas USA match.

In terms of game day bragging, you can count on the Black Army to give everything it has for over 90 minutes, every game. If our club falls behind, we will only get louder. Win, lose or draw our Goats can count on our full support. Our loyalty is without question or condition.

Greatest game(s) in team history?


Surely, these will happen when we leave the HDC.


Predictions for this season?

With Robin Fraser at the helm, we know that there is massive potential for improvement and long term success. We have all witnessed his contributions at RSL and can see that he has what it takes to turn things around at Chivas USA. I wouldn’t be surprised to see this club climb back into the playoffs in 2011.

Why Major League Soccer? Why American soccer?

We love our country and our league! The vast majority of our members are also in the American Outlaws. In terms of MLS, we realize that this is the best league in the country at this time and the best opportunity for the American player to develop into professionals. The success of MLS is a key component to the overall success of the game in the United States. There is no doubting that the league has serious limitations, but we get the idea of supporting the domestic game. Only an idiot would expect MLS to be on par with leagues and clubs that have a 100 year head-start. We are going to truly enjoy growing with the MLS.

For more information and/or to join Black Army 1850 check out their website.

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2011 Major League Soccer Beer-View: Western Conference

This is the America we dream of.

By Kirsten Schlewitz / Senior West Coast Beer and Aston Villa Correspondent

The 16th season of Major League Soccer kicks off tonight and like a fine wine it has aged gracefully. Or, more similarly, like a teenager thrashing about, some times its a hit... other times... not so much.

Despite its adolescent acne, we love American soccer and MLS. It's ours no matter how many times it breaks curfew or runs the car into the back of the garage.

It's with all those fresh teenie booper images stuck in your head that we switch gears and talk about the upcoming season in beer. MLS might only be getting behind the wheel, but since we're trying to emulate the great leagues of Europe we're going to start drinking early, too!

Join us as we "beer-view" the 2011 Major League Soccer season. We've tried our best, through both conference previews, to find a beer that comes from the team's home town, with only a few exceptions.

Check out our "Eastern Conference" Beer-view as well!

Chivas USA
Last Season’s Record (W-L-D): 8-18-4 (Eighth Place, no playoffs)
Brewery: Corona
Beer: "Extra" Lager
Season Beer-view: C’mon, how can it be anything other than Chivas’ new sponsor, Corona? A staple on the beaches of Mexico as well as in parking lots on match day, it’s often little more than a thirst quencher – although this is needed in the heat of Los Angeles. Bubbly and weak, it’s absolutely necessary to shove the accompanying lime to the bottom of the bottle.

And just like a squirt of lime can help elevate Corona’s status, the strengthening of Chivas’ back line will give the Goats the opportunity to back up their bite.

Colorado Rapids
Last Season’s Record (W-L-D): 12-8-10 (Fifth Place, Major League Soccer Cup winners)
Brewery: Great Divide Brewing Co.
Beer: "16th Anniversary Wood Aged" Double IPA
Season Beer-view: Like a fine beer, the Rapids have done little in the offseason but age. Sure, they’ve picked up Sanna Nyassi and Tyrone Marshall in an attempt to become the “Sounders of the Rockies,” but overall their starting XI will remain much the same. This is a team that takes comfort in consistency, in their warm blankets, in the smell of woodsmoke at the campsite.

This wood-aged double IPA will evoke many of those same sentiments. Aromas of smoke bring memories of a campfire, the bourbon smell reminds you of Grandad. The taste barely varies from the smell, easing the transition from nose to mouth. Finally, at 10% ABV, subtle it’s not, and it’ll hit you like…well, like Coner Casey.

FC Dallas
Last Season’s Record (W-L-D): 12-4-14 (Third Place, MLS Cup runners-up)
Brewery: Saint Arnold Brewing Co.
Beer: Amber Ale


(Editor's Note: We know that Saint Arnold is Houston-based and that's probably a huge slap in the face to FCD fans. No offense. There's Rahr Brewing in Ft. Worth, of course, by our writer wasn't aware of them at the time of this article. FCD fans.... take that Houston stuff and drink it down and smash the bottle!)


Season Beer-view: I have to confess, I haven’t had a lot of beers from Dallas. But I have had a lovely care package from Houston, and that’s almost the same, right? Well, even if it’s not, at least Dallas can overshadow their Texas counterparts on the soccer field, which is certainly more important. This year’s Dallas team will have trophies in their eyes, determined to land the cup that everyone was certain would be theirs.

And in honor of the other one that got away, I present the amber ale, a lovely red-brown pour. Mostly a sweet, innocuous brew, it has a bit of a citrus bitterness that sneaks in when you’re least expecting it.

L.A. Galaxy
Last Season’s Record (W-L-D): 18-7-5 (First Place, Conference Semi-Finals)
Brewery: Eagle Rock Brewery
Beer: "Populist" IPA
Season Beer-view: Having not gone to Los Angeles since I’ve become a beer snob, I was tempted to use a San Diego brewery, or at least one from Orange County, to fulfill this requirement. Instead my friend Ryan was kind enough to give me a recommendation. When I asked “So this beer is…” he replied, “Delicious.” Realizing that might not be enough for beer-snobs-in-training, he let us know it’s, “A wee bit bitter, probably a bit of tangerine or something of that sort in it.”

When asked why this beer should represent L.A., Ryan responded with, “Because everyone loves them.” Tough to argue with such populist logic, really. It’s mostly true, and unlikely to change as long as Landon Donovan remains with the Galaxy.

Portland Timbers
Last Season’s Record (W-L-D): N/A
Brewery: Cascade Brewing Co.
Beer: "Drie Zwarte Pieten" Sang Noir
Season Beer-view: You’d think a brewery naming their beer in such a manner has something to prove. In fact, Cascade is one of the top producers of wild ales in the United States, so naming their holiday beer after Black Pete, a character in Belgian folklore, actually makes perfect sense. In much the same manner, many are going to expect Portland have a point to prove this season, seeing as their Seattle rivals have already made quite an impression on MLS. In fact Portland has been quietly going about their business, setting up a solid team that should impress on its own merits, not as an afterthought to the Sounders.

Cascade’s Sang Noir also leaves an impression distinct from its Belgian cousins. This beer is almost like drinking hot spiced cider, tasting of sour cherries, whisky and cinnamon. Oh, and you’re probably not going to be able to find this one in stores, because what’s the point of liking something cool if you’re willing to share it with everyone?

Real Salt Lake
Last Season’s Record (W-L-D): 15-4-11 (Second Place, lost Conference Semi-Finals)
Brewery: Wasatch Pub and Brewery
Beer: "Polygamy" Porter
Season Beer-view: Salt Lake like to score. Scoring? Polygamy? Get it? Maybe we’re too subtle for you. Maybe it would help if I told you Jason Kreis looks like the type to have three wives and still looking for action on the side. It’s not legal, so he’s taking out his aggression with his team.

In much the same manner, the Polygamy Porter doesn’t encourage you to stop at just one. Its 4% ABV is low for its style, so make sure you have at least three. This porter’s rather dry, but pleasant enough, with chocolate and caramel tastes.

San Jose Earthquakes
Last Season’s Record (W-L-D): 13-10-7 (Sixth Place, Eastern Conference Finals)
Brewery: 21st Amendment Brewery
Beer: "Bitter American" Pale Ale
Season Beer-view: The San Jose Earthquakes are bitter. Since returning to the MLS, they've won nothing. They made it to the MLS Cup playoffs last year, but couldn't get past the first round. They look up north and see the San Francisco Giants winning World Series while denying the Oakland As, under the same ownership as the Quakes, a move to San Jose. They look south and see the Galaxy building a bigger trophy cabinet. In this scenario, they ignore Chivas, as do most people. This season is their time to overcome that bitterness and reclaim some silverware.

Bitter belongs in IPAs and Pale Ales, and this Pale is one of the best I've ever had. You'll smell it before you taste it, all sweet and flowery. But don't be fooled -- there's a definite bitter element here, with the taste combining both spicy and sweet. (Please note: this is in no way an analogy of the way that I believe SJ will play this season).

Seattle Sounders
Last Season’s Record (W-L-D): 14-10-6 (Third Place, lost Conference Semi-Finals)
Brewery: Epic Ales
Beer: "Otto-Optimizer"
Season Beer-view: Epic Ales is a fairly new brewery in Seattle that manages to be different and inventive, causing older, established breweries to be just a tad resentful of its success. The Otto-Optimizer is an example of a beer that inspires intense emotions, with most samplers either loving or hating it. Brewed with coffee and cardamom, both flavors are apparent in both the smell and the taste. The balance is just slightly off, however, with the cardamom lingering just a bit too long.

Not that the Seattle Sounders have any lessons to learn from a beer that attempts to be slightly too complex and finds itself in over its head.

Vancouver Whitecaps
Last Season’s Record (W-L-D): N/A
Brewery: Steamworks Brewing Co.
Beer: Espresso Stout
Season Beer-view: This is a beer that doesn’t put much stock in subtle nuances of flavor. Nope, this one grabs you over the head and throws coffee down your throat. Utterly delicious if you like coffee and chocolate, but after awhile one starts to crave something different. There’s only so long you can hold out without craving grapefruit peels and floral aromas.

Vancouver, too, are a bit of a one-trick pony, or at least they’ve been thus far in preseason. With goals proving difficult to find for the ‘Caps, they’re resorting to an over-physical style of play, intent on making their mark or at least leaving a bruise. The team has a few of the individual elements, but it may take a bit for them to figure out how to put them together.

Many thanks to @aaroncampeau, @ryanrosenblatt, @jeremiahoshan, @gingefc, and of course, @LesAnn87

About Kirsten

I may be a law student at Lewis and Clark, but soccer is my true love, with beer coming in a distant second. That's not to say I don't love beer--I've tasted over a thousand different brews, and listed many of them on Ratebeer. Living in Portland, Oregon, I attend quite a few festivals and tastings, and am able to argue passionately about the merits of Cascade hops vs. Chinook.

As for the soccer, I'm the Managing Editor of SB Nation's Aston Villa site, 7500 to Holte, the Italy Editor for SB Nation Soccer, and cover the Seattle Sounders on SBN Seattle (don't judge--I'm from Seattle!) Finally, I write for Two Footed Tackle when I find words worthy enough for the site. Want more? Follow me on Twitter!

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Soccer in the US: News Watch

The FBM is more than just about the intersection of beer and soccer, but about the culture of soccer in the United States as well. We are just as concerned about creating new fans of the game as documenting the growth of the game. From time to time we'll feature articles about said culture, everything from fans, teams, stadiums... anything to knowledge of soccer in this country.

Today, some links from various media outlets around the country:

USA Today and the Seattle Sounders Success

Chivas USA struggles to create its own identity

ESPN's "Outside the Lines" follows the United States Men's National Team this summer from Costa Rica to South Africa to Mexico City

The Wall Street Journal asks if the US is becoming a soccer nation

Stay tuned for exclusive "culture content" along with more news and views on American soccer.