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Chivas USA and Corona Sitting in a Tree

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Players from Chivas USA don their new jerseys featuring the Corona branding with help from the Chivas Girls. (Used by permission/Chivas USA)
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The dreaded word fans hate to hear: rebuilding.

It has a tone of resignation and grasping at straws, a built-in excuse for having a poor product. But there it was as Chivas USA announced their new multi-year sponsorship deal with Corona, the first time Corona has sponsored a team in the United States.

Rebuilding the team. Rebuilding the jerseys which were unveiled at The Standard Hotel in Downtown Los Angeles Wednesday night.

After going 8-18-4 last season settling in eighth place in the Western Conference and outside of the playoffs for the first time since their first season of MLS play in 2005, it was clear changes needed to be made. For one, they got a new head coach in Robin Frasier and decided to get more defensive-minded acquiring Heath Pearce and Jimmy Conrad.

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“We're going to be tight defensively,” forward Justin Braun told me. “We're going to be hard to play against. We're not going to let easy things get through us.”

That sounds pretty standard, but that horrid word.