Reboot: Major League Soccer’s 2018 Relaunch of Chivas USA as the Los Angeles Football Club

in Case Studies in Sport Management
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The Los Angeles Football Club (LAFC) will begin play in 2018 as a new franchise in Major League Soccer (MLS). LAFC will replace Chivas USA as the second MLS franchise in the Los Angeles area. Chivas USA competed in 10 seasons of MLS, beginning with the 2005 season. Chivas USA was modeled after its parent organization, Club Deportivo Guadalajara (otherwise known as Guadalajara or Chivas Guadalajara) of the first-division Mexican League. MLS is highly regarded for its diversity initiatives, and Chivas USA was to focus on reaching the large Hispanic/Latino audience in the Los Angeles area. The club played alongside the Los Angeles Galaxy, one of MLS’s inaugural franchises, in the Home Depot Center (now StubHub Center) in Carson, California.

R. Douglas Manning is with the Department of Economic Development, Tourism, & Sport Management, University of Southern Mississippi, Hattiesburg, Mississippi.

Address author correspondence to R. Douglas Manning at rdm7938@gmail.com.

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