This year’s model: Chivas USA players Alejandro Moreno, Justin Braun, Sergio Arias, Jimmy Conrad and Francisco Mendoza unveil the club’s new shirt sponsor at the Standard Hotel rooftop bar downtown (Photo courtesy Chivas USA).

Chivas USA haven’t exactly had shirt sponsors in the past that connect with their fan base.

A cement company?

A chain of Mexican convenience stores?

But this time around club officials can genuinely gush about a Mexican brand that is the top-selling import beer in the U.S.

“By far, this is the most significant and most important deal in terms of sponsorships that we have signed in the history of Chivas USA,” said club Vice President of Marketing and Sponsorship Rodrigo Morales. “They are both companies with a strong Mexican heritage and an internationally known name.”

The main significance of the above picture? I’m told Arias and Mendoza will be officially announced as Chivas USA players in a few days.