A year after a breakout campaign, Cowell is struggling to replicate the same impact – and Borgetti dives into the factors behind it
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Cowell just 290 minutes in eight matches in the Clausura 2025
The former Earthquakes player has no goals, assists
Was not been called in by Pochettino for the USMNT
Follow GOAL on WhatsApp! 🟢📱Getty Images SportWHAT HAPPENED?
U.S. international Cade Cowell has gone from being a revelation last season at Chivas, one of Mexico's biggest clubs, to an afterthought in 2025, with just two starts in eight appearances. How did the 21-year-old’s fortunes change so rapidly?
Jared Borgetti, Mexico’s second all-time leading scorer and a former Liga MX star who played at Chivas, believes the club’s current culture is to blame.
"Very few players have stood out at Chivas in recent years," Borgetti told GOAL. "The team's overall performance hasn't helped any player truly shine or meet expectations. The coaches and playing style haven't been ideal for maximizing the potential of the squad."
He added, "The pressure of playing for a struggling team has made it difficult for players to enjoy their football. That’s why we've seen players leave Chivas and then thrive elsewhere, like Alexis Vega and Jesús Angulo. The same thing is happening with Cowell."
After playing a key role for Chivas last season, Cowell has seen his minutes diminish in the Clausura 2025, and his dip in form has also led to his omission from the U.S. men’s national team under Mauricio Pochettino. In the Apertura 2024—his second season with Chivas—the former San Jose Earthquakes winger had a solid campaign, scoring five goals and providing two assists in 12 matches. However, Chivas failed to advance past the Play-In after being eliminated by Atlas in the Clásico Tapatío.
Borgetti also believes Cowell’s situation is complicated by the perception of domestic vs. foreign players at Chivas. While Cowell has Mexican heritage through his mother, he was born in the U.S. and represents the U.S. national team. That has put added pressure on him, as some see him as taking a spot from a homegrown player.
"He joined a team filled with Mexican-born players, and as someone of Mexican descent with a non-Mexican last name, he naturally draws more attention," Borgetti said. "He's also held to higher standards because he's taking up a spot that could have gone to a player with two Mexican-born parents."
AdvertisementGetty Images SportTHE BIGGER PICTURE
Despite Chivas' elimination last season, Cowell left a strong impression, especially compared to his first six months with the team, when he managed just one goal in 18 games during the Clausura 2024.
This season, Chivas appointed Spanish coach Óscar García as head coach, but he lasted only eight matches before being dismissed after Matchday 10. The club’s board opted for a domestic replacement, naming Gerardo Espinoza as his successor.
Under García, Cowell struggled for minutes, starting just once in eight games, staying on the bench for three matches, and logging only 166 minutes across five appearances. In Espinoza’s debut as head coach, Cowell played 23 minutes against América in the first leg of the Champions Cup Round of 16. However, in the following match – again against América, this time in Liga MX – he was sent off just four minutes after coming on. He returned to the starting lineup against Cruz Azul but could do little to prevent Chivas from suffering another defeat, despite delivering a solid individual performance.
In recent years, leading Chivas' attack has become a thankless task. The club’s last top scorer was Alan Pulido, who won the Golden Boot in the Apertura 2019 with 12 goals. While Cowell isn't a traditional No. 9, any attacking player joining the squad faces expectations to improve the team’s goal-scoring output.
The struggles of recent Chivas forwards highlight the club’s attacking woes. Alexis Vega (28 goals in 147 matches), José Juan Macías (20 goals over four years), Ricardo Marín (11 goals in four seasons), Ronaldo Cisneros (11 goals in 81 matches), Santiago Ormeño (one goal in two seasons), and Daniel Ríos (one goal) all endured frustrating spells at the club. Even the two most recent marquee signings, Javier Hernández (three goals since his return) and Pulido himself (two goals since rejoining), have struggled to carry the burden of being Chivas' primary goal scorer.
Getty Images SportDID YOU KNOW?
Chivas de Guadalajara has reaffirmed its identity as Mexico's most homegrown-focused club, ranking fifth globally in the new territorial anchoring index released by the CIES Football Observatory. The study evaluates over 900 clubs from 55 leagues worldwide, analyzing the percentage of national players who were trained at the club and have featured in league matches over the past year (March 25, 2024 – March 25, 2025).
According to the findings, 89.5 percent of Chivas' squad is Mexican, with 47.4 percent having come through the club’s youth system. This makes Chivas the highest-ranked Mexican team and the only club from the country to crack the global Top 5.
Leading the rankings is Colombia's Envigado FC, with 93.8 percent national players and 54.2 percent developed at the club. They are followed by Spain's Athletic Club, which maintains a 100 percent national squad, Ukraine's Dynamo Kyiv, and Paraguay's Club Libertad.
Chivas’ presence on the list is particularly notable due to the club’s strict tradition of fielding only Mexican players. While debates have emerged in recent years about whether the team should open its doors to foreign signings to compete more effectively for titles, Guadalajara remains steadfast in its commitment to its long-standing policy.
Getty Images SportWHAT NEXT FOR CHIVAS?
Chivas are going through a troubled season in the Clausura 2025 and they are in desperate need of points to move into the Play-in spots. This weekend, the team will visit Rayados at the BBVA Stadium in a match corresponding to Matchday 14. The Rebaño is currently in 11th place with 16 points. Against Monterrey this Saturday, Hernández, Pulido, and Cowell, all former MLS players, will look to help their team break a three-match winless streak in the current tournament.