Chivas USA are determined to develop a major youth policy.
New Chivas vice-president Rodrigo Morales says they're also determined to create a point of difference with LA Galaxy.
â€śWe are very, very different from the Galaxy,â€ť Morales told Sporting News. "We believe we have the real passion, and communicating this difference to the people will make this rivalry grow."
So, how is Chivas real and the Galaxy artificial?
â€śWe have heritage of more than 100 years, and thatâ€™s a long, long period of time to create that passion," Morales said. "The colors and crest that we wear also represent 30 million fans in Mexico, 7 million in the U.S. and here, Chivas USA is writing its own story.
â€śWe believe the artificial passion comes from those teams that have to buy expensive players and create stars. Itâ€™s a very Hollywood way of creating a fan base. Thatâ€™s how you compare real to artificial. We have real passion for the game; they build a fan base through the incorporation of big stars.
â€śSooner or later, 11 of our players will be from Southern California. We will have to invest a lot of money in development, but if we can achieve that the sense of belonging to the people of Southern California will be huge. They will be supporting their neighbor.â€ť