1. PASSION: Chivas USA, its players, employees and fans, embody the true passion of soccer, the world's greatest sport.

Chivas USA's fans are among the most passionate and colorful not only in Major League Soccer but in all the soccer-loving world. Chivas supporters create a uniquely vibrant, family-friendly soccer atmosphere wherever the team plays.

 

2. CHIVAS HERITAGE: Chivas USA proudly celebrates its special ties to sister team Club Deportivo Guadalajara, Mexico's most popular soccer club.
Chivas USA is sister team to Club Deportivo Guadalajara, Mexico's most beloved soccer club. Chivas USA shares the Chivas commitment to promoting young talent and celebrating its Mexican soccer heritage. Chivas USA's uniform bears the same vertical red-and-white stripes of Club Deportivo Guadalajara, worn with blue shorts and blue socks.

 

 

3. COMPETITIVENESS: Chivas USA strives to win championships and succeed in all aspects of its business.

Following the team's inaugural year in Major League Soccer (2005), in which Chivas USA set the all-time standard for corporate sponsorship of an MLS club, the team has made great improvements on the field, qualifying for the MLS Cup playoffs for the first time in 2006. The following seasons brought even more success, as Chivas USA ended the 2007 regular season with a 15-7-8 record, good for first place in the Western Conference, and finished 2008 in second place in the West at 12-11-7, earning a spot in the playoffs for the third consecutive season.

In 2009, Chivas USA played in SuperLiga for the second straight season, and also took part in a historic match, the first ChivaClásico on U.S. soil, playing against Chivas de Guadalajara at the Rose Bowl Stadium in Pasadena. The team qualified for the playoffs for the fourth consecutive season, facing the LA Galaxy in the first-ever Playoff Super Clásico.

 

4. INSPIRATION: Chivas USA provides opportunities to young people on and off the playing field, helping them grow into the soccer stars and leaders of tomorrow.
Chivas USA is committed to nurturing the best soccer talent in Southern California through its groundbreaking youth development program. The Chivas USA Under-18 and Under-16 teams compete, free of cost to the players, in the prestigious U.S Soccer Development Academy, a nationwide youth development initiative, organized by the U.S. Soccer Federation, featuring 74 of the top youth teams in the country competing in a league system. The Under-15 team is also free of cost to players. These three teams have already helped to develop several players who have graduated from the club's youth ranks to its professional roster.

In addition, Chivas USA offers soccer instruction, for an annual fee, to players 5 to 15 years old at the Chivas USA Soccer Academies, which are run by a staff of professional coaches using the same training methods as Chivas USA's first team and sister team Club Deportivo Guadalajara. Registration for the Academy is held on an annual basis and the club's youth teams hold monthly tryouts in search of the best talent.

Chivas USA players and coaches have earned several on-field awards in the past years, including 2006 Gatorade Rookie of the Year Jonathan Bornstein, a local product from Los Alamitos, California who was named to the MLS Best XI in 2007. Bob Bradley won MLS Coach of the Year honors in 2006, prior to being named as the manager of the U.S. National Team, and Preki followed by winning the same award in 2007. Goalkeeper Brad Guzan was named MLS Goalkeeper of the Year in 2007 after a superb season in which he recorded 13 shutouts. In 2008, midfielder Sacha Kljestan was named to the MLS Best XI, and was also honored as the U.S. Soccer Young Male Athlete of the Year. In 2009, goalkeeper Zach Thornton was given a trio of major league awards, taking Goalkeeper of the Year, Comeback Player of the Year, and MLS Best XI honors.

 

5. COMMUNITY: Chivas USA stands at the heart of the community, building alliances through soccer while reaching out to those in need.

Chivas USA's commitment to the community is seen through the team's numerous community programs – including fundraisers, blood drives, ticket donations, hospital visits and numerous grassroots appearances – spearheaded by the Fundación Chivas de Corazón USA, the team's nonprofit foundation.

In 2009, Chivas USA also continued its series of soccer clinics throughout Los Angeles County in a program entitled ‘Chivas at the Park.’ Throughout 2009, Chivas offered clinics for up to 600 community youth ages 5-15 at 15 different sites, where a $5 fee per individual per clinic entitled each participant to 90 minutes of instruction by Chivas USA coaches, a soccer ball, a Chivas USA clinic T-shirt, one voucher for a free Chivas USA game ticket, and a certificate of completion. The team also brought its training sessions to the fans through its Practice in the Community series, where the team held practices at several locations throughout the Los Angeles area.