Chivas USA: A wedge of lime with that?

i-071b0bd18679a59b719bec7349dbe7a5-chivascoronasmall.jpgThis 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.

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About Nick Green

South Bay-based Los Angeles News Group soccer columnist and blogger Nick Green writes at the 100 Percent Soccer blog at and craft beer at the Beer Goggles blog at Cheers!
  • Studs Up

    The MAIN significance of that picture is that Mendoza (who looks very different w/o his big hair) pozes like one of the girls!

  • Chris

    Ok, if you’re going to take jabs at Chivas USA, at least get your facts straight. COMEX is a Mexico-based PAINT company, that distributes Frazee paint in the U.S. and is the fourth largest paint manufacturer in North America. EXTRA Market is owned by Grupo Modelo, the same company that manufactures CORONA (hmm, coincidence? I think not.)