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.............................. Monarcas Morelia Mexican Football Club
Logo and Trademark..............................
Club Atlético Morelia, also known as Monarcas Morelia or simply Monarcas, is a Mexican professional football club. Monarcas Morelia plays in the Primera División de México. The team is owned by the TV broadcasting company TV Azteca. Monarcas Morelia is based in Morelia, Michoacán, and plays its home games in Estadio Morelos.
Monarcas Morelia was founded on November 10 with "the Gold" name and later the one of "Gold Morelia". They played in the Morelia field of the avenue log of the city of Morelia, Michoacán, Mexico. In 1951, Morelia enters a professional league when The Second Division of Mexican Soccer is funded for the first time. In Season 56-67 with the resignation of the Club Puebla in the First Mexican division, it promotes them to the maximum circuit for the first time. In season 1967-68 they descended again to the Second Division. In 1973, with the acquisition of the team on the part of Nicandro Ortiz, the club was reconstructed and change the name of the club to Atletico Morelia S.A. of C.V. In season 1980-81, was when under the direction of Diego Malta, they were promoted again to the maximum circuit of Mexican Soccer.
On the late years of the 80s it was decided that the old stadium Venustiano Carranza where the morelia hosted their home games was lacking capacity and that a new stadium with greater number of seats needed to be constructed, on April 9, 1989 after several construction delays Stadium Jose Maria Morelos and Pavón located on the outskirts of the Quinceo mountain was inaugurated, the inaugural game was between Atletico Morelia and Club America, which is at present time the archi-rival of the Monarcas. The Stadium has an official capacity for 45 thousand spectators, although on inauguration day in 1989 it is estimated that more than 50 thousand people attended the event.
In the year of 1996, the major broadcast company Tv Azteca bought the team. In 1999, the team changed its name to "Club Atletico Monarcas Morelia" or simply "Monarcas Morelia".
Despite that the team had a history of 70 years playing in Mexican professional soccer the Club Monarcas Morelia had never won a first division tournament. This changed on a day in Winter 2000, when the club raised the cup after beating the Club Toluca in a series of penalty kicks. Unfortunately, because the final is played in two stadiums, Morelia was coronated in the Bombonera Stadium and not in Morelia. The Morelos Stadium has never seen its team actually win the final. The day after the victory, a crowd which some estimate was of 100 thousand people welcomed the team as it parade it through Morelias main avenue avenida Madero. Later they arrived at the stadium where the crowd congregated as the team raised the cup and all the fans congratulated the team for their first ever championship in first division. Monarcas Morelia has played two other finals which they lost.
In the edition of Copa Libertadores 2002, under the command of coach Rubén Omar Romano, they reach the semifinals. Their performance in the Copa Libertadores made them deserving of the title "Best Team in the World" granted in April 2002 by FIFA.
In the Apertura of 2006 with Coach Hugo Hernandez in charge but was later replaced by Marco Antonio Figueroa in the 10th game. The team occupied the 12th place in the general table for which made them unable to participate in the Liguilla.
The Monarcas have a sister team relationship with the Chicago Fire MLS team. A cooperative agreement that both partnership incorporates playing, coaching, and executive personnel, as well as sharing of business and development practices.
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