Why does MG want to be on the Chivas jersey?
Olimpia Cabral, Commercial and Marketing Director of Club Deportivo Guadalajara, points out that one of the advantages of traditional sponsorship in soccer is the continuous exposure that it offers week after week through matches. The display of the brand in the uniform and other elements of the equipment provides visibility, impact and reach in terms of audience. But Cabral also highlights the growing reach of social networks and their impact on brand promotion.
Chivas, which has a large following and a strong presence on social media, accounts for 22% of all interactions in the Mexican league. This provides sponsors with an opportunity to reach a wide audience through various digital platforms and activations.
“In addition to having their brand printed on the uniform and in the stadium, they will have other benefits throughout the Chivas ecosystem: the digital part, activation, the use of the brand,” he explained.
The alliance with MG is considered a “main sponsor”, which means that the Chinese brand will have a prominent presence in the Chivas kit. For this season, their logo will be printed on the training shirt and from the following year it will also be printed on the game uniform. In addition, you will benefit from a wide range of digital activations and promotions throughout the season, taking advantage of events such as Father’s Day, the Good End and Christmas to promote new car launches.
Daniel Nava, vice president of operations for MG Motor Mexico, points out that MG seeks not only to increase the recognition of its brand in Mexico, but also to expand its presence internationally. Chivas, with a registered fan base of more than 34 million on its apps and a strong presence in the United States, Central and South America, provides MG with a solid platform to achieve a 5% share of the automotive market.
“Chivas is one of the most beloved teams in Mexico, with more than 34 million registered fans on their apps and a large audience for their matches. Chivas’ reach is not limited to Mexico alone, as it also has a significant presence in United States, Central and South America Therefore, for a global brand like MG, partnering with Chivas made a lot of sense, as it would allow them to not only position themselves in the local market, but also expand their presence through the jersey and shirt in other countries”, says Nava in an interview with Expansion.
With a fan base of 35 million in Mexico and 5 million in the United States, the team is capable of turning any stadium into its home. “You can see the stadium painted red and white at our rival’s house. That’s thanks to the loyal fans, who follow it wherever the team goes, worse also thanks to the fact that there are fans in each of the squares we go to Cabral explained.
The uniqueness of Chivas, of being a team made up exclusively of Mexican players, makes it the second option for many Mexicans who support another team as their first preference. “In other words, if I’m not from Chivas, then I’m from such a team, and then I’m a goat. Let’s say it’s like a selection,” Cabral said.
The Commercial and Marketing Director of Club Deportivo Guadalajara said that this connection to national identity, added to important family values, has led Chivas to become “the most beloved team in Mexico.”
“Fan passion creates an enabling environment for brands to generate greater impact and encourage adoption of their products or services among fans,” he says.
More flow, new signings in sight?
Rumors have recently emerged about the possible arrival of Hirving “Chucky” Lozano at Club Chivas. The press in Italy assures that the talented Mexican player could leave Europe and return to Liga MX at the hands of the Sacred Flock. According to information from the Italian newspaper ‘Corriere dello Sport’, Club Chivas has shown interest in Lozano and has requested information from Napoli, the team the player currently belongs to.
The new sponsorship of MG Motor has raised expectations about how this increased flow of money may impact Chivas in terms of transfers and other club expenses. Amaury Vergara, president of Chivas, emphasized the importance of alliances, not only in economic terms, but in a collaboration that transcends the financial. “This is an alliance that goes far beyond an economic agreement”, highlighting the importance of seeking partners committed to the purpose of the club and to the plans and objectives of exposure and strengthening of the brand.
During the press conference given by MG and Chivas, Vergara recognized the positive impact of having an additional ally on his list of sponsors.
“Any sponsorship that comes to the club strengthens the club,” Vergara said in response to a question about how this new sponsorship will influence the future of Chivas.