MLS Galaxy, Chivas USA Feature Different Ways To Sell Sport
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Galaxy, Chivas USA Taking Different
Approaches In Marketing Teams
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As the MLS Galaxy and Chivas USA sell soccer in L.A., their “approach is as different as the way they’ve gone looking for a star,” according to Billy Witz of the L.A. DAILY NEWS. The difference begins with language in the team offices — Galaxy speaks English and Chivas USA Spanish –-and “cuts through virtually all aspects of the franchises.” That includes “how the clubs are marketed (AYSO vs. La Familia), how they are put together (MLS’ highest payroll vs. its lowest), how they play the game (athleticism vs. skill), how they create atmosphere at the stadium (engineered vs. organic) and how the organizations are run (corporate vs. seat-of-the-pants).” Galaxy ticket prices are about double those of Chivas USA, and the “notion of class conflict is easy to come by.” Galaxy Assistant GM Tom Payne said, “Our tickets have to be harder to get than [Chivas USA]. There’s an arrogance about us to some extent and I’d assume that’s the way they feel about us.” Chivas USA President Antonio Cue said, “All the fan base of the Galaxy is in Beverly Hills. Our fan base in not in Beverly Hills. We don’t fake ourselves.” Witz noted Chivas USA averaged 14,985 fans per game last year, but it has averaged just 12,802 for two games this year. Due in part to the signing of MF David Beckham, the Galaxy has sold over 11,000 season tickets and “is close to selling out the rest of its schedule” (L.A. DAILY NEWS, 5/20).
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