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Once upon a time Chivas were just a Mexican club. Now they are part of an international branding exercise involving football, cola and dietry supplements, reports Martin del Palacio Langer

Football fans in Mexico were suspicious of Jorge Vergara when he announced his intention to buy the country’s most popular club, Chivas of Guadalajara, in 2002. Not least because his nutrition company, Omnilife, had sponsored Chivas’ arch-rivals Atlas the season before. When Vergara became interested, Chivas, whose large following stems from their policy of fielding only Mexicans, were in crisis. They were owned, like Barcelona, by their members, but for eight years had been run by a separate entity, the Promotora Deportiva Guadalajara, which initially injected large amounts of money but ran out of funds.

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When David Beckham starts playing for Los Angeles Galaxy, a surge in interest in US soccer is expected. Yet there is already a sizeable British presence in the game there and, as Gavin Willacy explains, it’s not just the MLS that is attracting attention among clubs from this side of the Atlantic

Crystal Palace have recovered from a dodgy start to climb to mid-table, poised for a play-off push. Sadly, only 257 turned up for a recent home win in their 30,000-seat stadium. Fortunately for Simon Jordan, they were rattling around in the Navy Memorial Stadium in Annapolis, Maryland, and we are talking Crystal Palace USA.

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Football in Mexico has recently enjoyed a mutually beneficial relationship with another great national passion. This is now under severe threat. Martin del Palacio Langer explains

When, in March, the International Board – FIFA’s rule making body – banned players from wearing masks during matches, the footballing world barely batted an eyelid. After all, only a couple of players had ever done it in international matches, notably Ecuadorian Iván Kaviedes at the 2006 World Cup.

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The MLS seemed intent on turning its back on millions of Hispanic potential fans but, as Mike Woitalla relates, there is now an LA offshoot of a top Mexican team

Walt Whitman once offered his opinion on the USA’s cultural mix: “The British and German, valuable as they are in the concrete, already threaten excess. Something outside them, and to counterbalance them, is seriously needed… To that composite American identity of the future, Spanish character will supply some of the most needed parts.” Walt said that in 1883, but it could be applied to the history of American soccer throughout its evolution. Not until 1996, when Major League Soccer launched, was America’s ever-increasing Hispanic population finally recognised as a key to success. MLS made sign­ing Latin American stars a priority – to lure Hispanic fans and to create a skill-based style of play that would be more likely to entertain than the northern European game.

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