The Chargers obviously saw an opportunity here

The Chargers obviously saw an opportunity here," said Jim Kelly, a Davis Elen partner and managing director. "They are San Diego's team, but they certainly would like to draw more fans from Los Angeles, the Inland Empire and Orange County."

The Los Angeles market has been without a major football team for 15 years. The Rams left Southern California in 1995, the same year the Raiders decamped and returned to their longtime home in Oakland.

Davis Elen landed the account, in part, through its existing relationship with the Chargers. Kelly also manages media buying for the San Diego County Toyota Dealers, which has been one of the sponsors of the football team for several years. San Diego-based Sexton Communications previously handled the Chargers' business.

"The team was looking to capitalize on Davis Elen's strength and leverage in Los Angeles and Orange counties," said Kelly, who has been with the firm for 24 years. He said Davis Elen would also utilize its partnership with Castells & Asociados, a Los Angeles ad agency that focuses on the Latin market.

Davis Elen plans to coordinate the Chargers' ad campaign on various platforms, including television, radio, newspapers, magazines and Internet sites. With billings of more than $150 million a year, the firm also handles media buying for the Southern California Toyota Dealers and McDonald's restaurant operators.

Jackson had 1,167 receiving yards and scored 9 touchdowns in 2009, ranking Phillip Rivers him as one of the best receivers in the league. Without him, the Chargers will have to rely on Malcolm Floyd and Antonio Gates.

Still, the three game suspension of Jackson won't necessarily kill the Chargers. They'll face the Chiefs, Jaguars and Seahawks in their first three games meaning that the loss of Jackson doesn't imperil this team like many think it's going to.

Philip Rivers is easily one of the best passers in the game, and is coming off his best season in 2009. The Alabama native threw for 4,254 yards, 28 touchdowns, with just 15 turnovers (9 picks and 6 fumbles). He's become one of the most reliable quarterbacks in the league, and his hyper competitive nature makes him a great leader for a team stocked with personality.

So the biggest question mark on the offense becomes running back. Darren Sproles is not an every-down back like fantasy pundits wish he was. Ryan Matthews may have been a stud at Fresno State but he also played in a terrible conference. The Bulldogs played just two ranked teams and while Matthews' numbers were staggering last year, they're hardly a reason to bet on the Chargers jerseys blindly.

Matthews is a 6-foot-0, 220 pound back who tallied 1,808 yards and Antonio Gates 19 touchdowns for Fresno State in his junior year. He was drafted 12th overall in the 2010 NFL draft, and on paper he is probably in the best situation of any running back in the league but that is largely because he's filling a void left by Tomlinson that Sproles isn't big enough (literally) to fill.

Still, my worries about San Diego's offense are largely based around Matthews. I'm always hesitant about running backs who emerge from the lesser known conferences. It may be a position that is prone to big time impact from a rookie, but the jump for Matthews from the WAC to the NFL is a tremendous one.

The Chargers football jerseys are facing tough personnel decisions with offensive tackle Marcus McNeil, Jackson, and perhaps linebacker Shawne Merriman becoming holdouts. Merriman should be a little easier to deal with, but McNeil and Jackson could become ugly holdouts that last well into the regular season.

Chargers general manager A.J. Smith recently said he might be willing to trade Vincent Jackson, but Marcus McNeil probably isn't going anywhere.

It is definitely a situation worth keeping an eye on; the rumor mill identifies Seattle as one of San Diego's likely trading partners (probably because of an admitted interest in acquiring Jackson). But what franchise, if the price is right, wouldn't want to add a Pro Bowl talent to its roster?

The Seahawks were interested in trading for Brandon Marshall earlier this offseason. They were linked to T.O. rumors before head coach Pete Carroll abruptly shot them down. They invested a second-round pick in the NFL Draft on Golden Tate, a talented prospect out of Notre Dame.

It seems obvious the franchise would like to upgrade its group of wide receivers. But at what cost?

To acquire Brandon Marshall, the Miami Dolphins sent two second-round picks to Denver and rewarded the disgruntled wide receiver a huge, new contract. But Miami is a possible contender, and the Seahawks are clearly rebuilding.

Parting with second-round picks in consecutive years would be counterproductive for a rebuilding team; spending cash on skilled positions is pointless when you're thin in the trenches. A rebuilding team needs to focus on acquiring as much young talent as possible, and in my opinion, should build from the inside-out.