Chivas USA winning in Los Angeles

Sounds like I'm not the only one considering the coolness factor of Chivas USA versus the Galaxy's approach.

Let the Galaxy, with its English superstar go and chase the dream of becoming a global brand. As for Chivas, it will be content — for now at least — with wooing and winning the local market. "We're really focused on being L.A.'s team," said Javier Leon, Chivas USA's chief executive.[...]

There is a firm belief among Chivas USA officials that the Galaxy has dropped the ball when it comes to Southern California's Latino fans and that miscalculation has opened the door for Chivas.

The Galaxy, whose alumni include such stellar players as Jorge Campos, Mauricio Cienfuegos, Eduardo Hurtado, Carlos Hermosillo and Carlos Ruiz, no longer has a single recognized Latino player on its roster.

By contrast, the current Chivas USA roster shows players of American, Mexican, Honduran, Colombian, English, Puerto Rican and Salvadoran extraction. Demographically, Chivas USA is far more reflective of Los Angeles and will keep drumming home that fact.

"I wouldn't say they're losing Los Angeles because of Beckham," Cue said of the Galaxy. "I think Beckham is a great asset. I think they're losing Los Angeles because Chivas came here [in 2005] and is doing what people wanted done.

"Now there's another team providing the passion that the fans like."