Management: U.S. Soccer Reboots

Why Major League Soccer's new strategy--Think small--just might work this time

Los Angeles is home to three professional soccer teams. There are the L.A. Galaxy and Chivas USA, which are developing a spirited Anglo-Hispanic rivalry that is played out passionately when the two meet in the Home Depot Center, a soccer-only stadium that holds 27,000 fans within its cozy confines. The third is the national team--Mexico's national team. It's not unusual for Los Tricolores, the hated rival of the U.S. national team, to draw crowds of 80,000 for its games, played in the Rose Bowl or the Coliseum. In fact, the U.S. avoids playing Mexico in Los Angeles for that reason.


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