Club Deportivo Guadalajara, which also goes by the nickname of Chivas, has joined with EA Sports to create digital content and promote the two brands through social media channels. Chivas will also utilise FIFA 21 to promote the esports team.
The Mexican top flight side’s esports team line-up also includes professional FIFA player and national team member Beto Ávila, who excelled himself at the eNations Cup.
Yeray Romera, Head of Marketing for Latin America at EA Sports, expressed: “We’re very excited about the signing of this new deal with one of the most important football teams, not only in Mexico, but in the continent, which will undoubtedly boost the growth and expansion of esports in the country and strengthen the industry.
“It will also allow us to get closer to the community and continue to inspire everyone to get involved.”
EA Sports also has deals with Pumas and Tigres in Mexico, Independiente, Racing and San Lorenzo in Argentina, Millonarios in Colombia, Independiente del Valle in Ecuador and Universidad Católica in Chile.
The President of Chivas, Amaury Vergara, added: “Important things are coming thanks to this agreement. We have restarted a great relationship with EA Sports and soon the ChivaHermanos will receive big surprises related to this.”