The Impact of Lozano’s Departure on San Diego FC

Hirving Lozano’s signing was a strategic decision that resonated with the immediate needs of San Diego FC. In Major League Soccer (MLS), every new franchise requires a prominent player to draw attention and cultivate a fanbase. Lozano, a well-regarded Mexican footballer transitioning from Europe, was ideally positioned to become a marquee player for the Southern California club, offering both talent and marketability.

San Diego has historically struggled with passionate sports fandom, yet Lozano’s presence could potentially alter that dynamic. With Snapdragon Stadium located just under 30 miles from the Mexican border, there exists a rich tradition of Mexican-American fans attending Liga MX matches in nearby Tijuana. For an expansion team, the directive was clear: secure a recognizable star with substantial soccer skills.

This strategy mirrored the successful approach taken with Carlos Vela’s transfer to LAFC, orchestrated by Tom Penn—now CEO of San Diego FC—almost a decade prior. The LAFC model thrived, and there were hopes that a similar outcome could materialize in San Diego.

Initially, the plan appeared to work as Lozano made an immediate impact, assisting in the opening match and maintaining consistent performance throughout the season. He was one of three San Diego players named an MLS All-Star. Ironically, the only teams he struggled against were those from Mexico during the Leagues Cup, where San Diego faced challenges. By the time of the unfortunate match against Houston on October 4, Lozano had accrued 17 goal contributions.

However, the fallout from his tenure was significant. On the field, San Diego managed well without him. Despite contributing three goals during four playoff matches, rookie head coach Varas indicated that Lozano was not indispensable. While Lozano represents a considerable upgrade over the 35-year-old Amahl Pellegrino, San Diego thrived with a mix of youth and talent, particularly through the stellar performance of Anders Dreyer, who had one of the best seasons in MLS history, and would have likely been an MVP in a league absent of Lionel Messi.

The reality remains that designated players come with high costs and complex contractual situations. Lozano, as the fifth highest earner in MLS at $7.6 million, was the first signing in a blockbuster deal worth $12 million from PSV. His role was intended to elevate the team and attract fans, yet the success of such signings depends on player conduct and integration within the team.

This is where the situation took a turn for the worse. When it became apparent that the expected professional decorum was lacking, Varas made a decisive choice. It is noteworthy that Lozano is the one departing, rather than the head coach. Conflicts between established stars and young managers typically end with the coach losing their position, yet Varas managed the situation adeptly, keeping the controversy under wraps and maintaining team focus.

Varas demonstrated exceptional coaching ability during his inaugural season, navigating injuries and locker room discontent to lead a competitive team to the conference finals—an impressive feat for an expansion franchise.

General Manager Heaps emphasized that now is the appropriate time for Lozano’s departure, acknowledging the need for a reset. He stated, “We believe that a sale is the best for all parties. We truly appreciate Hirving’s contributions, but as the season progressed, it became apparent that a change would benefit everyone involved.”

Yet, moving on from Lozano may prove challenging, as he is contracted until 2028, with additional options extending the deal. This situation puts San Diego in a difficult negotiating position, as it is unlikely they will profit from his sale. Few MLS clubs may be able to match his salary, leaving Liga MX or a loan option as the most feasible paths forward.

Heaps did not dismiss the possibility of a loan or permanent deal, stating, “At the moment, we are open to anything.”

Ultimately, Lozano aims to compete in the World Cup and has recently been selected for several Mexico national team rosters. He will be playing elsewhere soon.

As for San Diego, they are committed to finding a new designated player. The expectation is to recruit a dynamic attacking presence akin to Lozano, yet they may have already encountered the optimal fit.

Lozano was not only a skilled player but a market-defining signing, having sold the fourth-most jerseys in MLS in 2025 and energizing the local Mexican-American community, which constitutes roughly 30% of the city’s population. For many supporters, Lozano served as the primary connection to the club.

This unique impact will be difficult to replicate. It is unlikely San Diego will discover another player of Lozano’s caliber currently representing the Mexican national team. As one popular San Diego chant declares, there is truly only one Chucky Lozano. Thus, it falls upon San Diego’s management to navigate this transition wisely. Heaps has demonstrated adeptness in securing talent economically, and the club has effectively utilized connections with the Right to Dream academy. Additionally, there is growing excitement around the potential signing of German national team veteran Timo Werner with the San Jose Earthquakes.

With the 2025 World Cup approaching, players are increasingly eager to join American teams. San Diego must now identify the right individual for both on-field performance and community engagement.