Claremont Colleges Scholarship @ Claremont CMC Senior Theses CMC Student Scholarship 2012 Mexican-Americans in Los Angeles: Strengthening Their thnicE Identity Through Chivas USA Stephanie Goldberger Claremont McKenna College Recommended Citation Goldberger, Stephanie, "Mexican-Americans in Los Angeles: Strengthening Their thnicE Identity Through Chivas USA" (2012). CMC Senior Theses. Paper 307. http://scholarship.claremont.edu/cmc_theses/307 This Open Access Senior Thesis is brought to you by Scholarship@Claremont. It has been accepted for inclusion in this collection by an authorized administrator. For more information, please contact
[email protected]. CLAREMONT McKENNA COLLEGE MEXICAN-AMERICANS IN LOS ANGELES: STRENGTHENING THEIR ETHNIC IDENTITY THROUGH CHIVAS USA SUBMITTED TO PROFESSOR DAVID GOLDBLATT AND DEAN GREGORY HESS BY STEPHANIE GOLDBERGER FOR SENIOR THESIS SPRING 2012 APRIL 23, 2012 Contents Introduction 1 CHAPTER ONE: THE FORMATION OF MEXICAN-AMERICANS’ IDENTITY IN LOS ANGELES 1 Theory of Identity 6 2 Mexican-Americans’ Identity in Los Angeles 8 CHAPTER TWO: THE RISE OF SOCCER LEAGUES IN LOS ANGELES 3 From the Southern California Football League to NASL to the Birth of MLS 14 4 The NASL 15 5 The Creation of MLS 18 6 The Formation of Youth Soccer Leagues in Los Angeles 20 CHAPTER THREE: CHIVAS USA AND ITS APPEAL TO MEXICAN- AMERICANS IN LOS ANGELES 7 The Founding of Chivas USA as a “Mirror” to Chivas Guadalajara 23 8 Corporate Sponsors and Their Relationship to Ethnic Identity 26 9 Chivas USA in the Media 28 CHAPTER