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Chivas USA will try to pull in new fans
USA - 24 September, 2007
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Chivas USA, a franchise of Mexico's most famous club, Chivas Guadalajara, can only pull in a few dedicated fans, even though there is a large Mexican fan base in the USA, according to DailyNews.com.
Latinos are the fastest-growing ethnic group in the USA but the club's attendance is second lowest in the league.
Chivas USA tried to imitate Chivas Guadalajara by signing lots of Mexican players up front, but there are no recognizable names on the roster and the players the club did sign do not appear to have any football talent. Chivas USA only won four times the whole season.
Shawn Hunter, president and chief executive of the club said he will try to make contact not only with Mexican-Americans but fans in general, a move Javier Leon, former chief executive, did not do.
"Good marketing transcends all languages and cultures," Hunter said. "We've got to be the people's team of choice. We want to win and we want to sell tickets."
Hunter, who is a member of the MLS board of directors and helped devise the designated player rule that brought stars such as David Beckham and Cuatehemoc Blanco to the US, wants to increase Chivas' sales staff to about 20 account executives.
He will try to go for group sales, which worked for AEG, a company that owns several different sports clubs, and by introducing the club to churches and community groups.
Latinos are the fastest-growing ethnic group in the USA but the club's attendance is second lowest in the league.
Chivas USA tried to imitate Chivas Guadalajara by signing lots of Mexican players up front, but there are no recognizable names on the roster and the players the club did sign do not appear to have any football talent. Chivas USA only won four times the whole season.
Shawn Hunter, president and chief executive of the club said he will try to make contact not only with Mexican-Americans but fans in general, a move Javier Leon, former chief executive, did not do.
"Good marketing transcends all languages and cultures," Hunter said. "We've got to be the people's team of choice. We want to win and we want to sell tickets."
Hunter, who is a member of the MLS board of directors and helped devise the designated player rule that brought stars such as David Beckham and Cuatehemoc Blanco to the US, wants to increase Chivas' sales staff to about 20 account executives.
He will try to go for group sales, which worked for AEG, a company that owns several different sports clubs, and by introducing the club to churches and community groups.
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