Chivas, the top Mexican soccer club, have today (June 30) appointed international sports marketing's IMG as their global commercial partnerships agency.

Under a new multi-year agreement, IMG will work to secure international sponsorship deals with global brands, in addition to helping the club expand their portfolio of domestic partners.

To kick off the partnership, UK vehicle brand MG Motor has signed on as Chivas’ main sponsor in a multi-year deal brokered by IMG.

MG Motor will appear on the team’s jerseys in 2024 and their training kits starting this summer. Additional deals are expected to be announced “in the coming weeks.”

Robbie Henchman, president of global partnerships at IMG, said: “Over the last 117 years, Chivas have been instrumental in shaping Mexico’s rich football culture. The club’s values, history, and legions of passionate fans make it the perfect avenue for fitting partners to reach the Latin American audience.

“We are honored to represent this iconic club and aim to strike authentic partnerships that not only add commercial value to Chivas but also enrich the fan experience.” 

Olimpia Cabral, director of commercial, marketing, and communications for Chivas, added: “Partnering with IMG provides us with a unique platform to expand our brand and reach our vast fan base both in Mexico and the United States.

“We are delighted to have a partner with the experience of IMG. The deal with MG Motor marks the first step in this exciting new chapter. We eagerly look forward to the upcoming season and the opportunities this global partnership brings.”

Meanwhile, Vix, the streaming service owned by the TelevisaUnivision Spanish-language heavyweight, has secured rights in Mexico to broadcast matches from 17 of the 18 teams in the top-flight Liga MX.

The agreement will see the platform show the home matches of every club except Atlético de San Luis starting from the 2023 Apertura season that begins today (June).

Atlético de San Luis’ matches will continue to be aired by major international sports broadcaster ESPN.

Club America will face Juarez in the season opener and will be broadcast exclusively by Vix.

The streaming platform claims it will have “the widest offer” in terms of coverage for the Apertura campaign.

The offering to Vix subscribers includes Liga MX exclusive matches on the platform, as well as simultaneous broadcasts of TelevisaUnivision and Fox Sports Mexico channels.