A great article came out in the L.A. Times today regarding Chivas USA and how they are responding to the Beckham signing.

Both the Galaxy and Chivas play in the Home Depot Center and lately the attention has all been on the Galaxy. However, Chivas claims its more important to focus on the local and latino support in L.A. then becoming a world brand.

The article states that Chivas USA is rebranding but that isn't so. Just as Chivas de Guadalajara (who created Chivas USA) is the only team that has Mexican born players on their team, Chivas USA is building a strong tradition where Colombian, Hondurian, American, Puerto Rican players directly reflect the Southern California community. Chivas USA is simply carrying on the strong traditions of their sister club in Guadalajara.

The Beckham signing seems to have motivated Chivas USA and clarify who they are in the U.S. market. The passion the clubs officials are emanating will surely be reflected in the fans at every game.