Mexican soccer giant Club América have announced international sports agency IMG as their new commercial partnerships agency.
Under the deal, IMG will manage the club’s commercial partnerships and seek to broker new deals based on Club América’s popularity across North America.
Club América are the most successful team in the history of Mexico’s top-tier soccer competition, the Liga MX, having won it 13 times.
In April 2021, GlobalData analysts found that Club América generated more revenue from its shirt sponsors than all but one other team in the league over the 2020-21 season, meaning that IMG will be managing sponsorships for one of the most lucrative sports sides in the country.
Despite having only seven shirt sponsors, fewer than 14 other teams in the league, the club was able to command premium sponsors due to the commercial value of the association with the club and its popularity.
Héctor González Iñárritu, Club América’s president of operations, stated: “We are sure that this alliance will support our growth in the US and create more commercial opportunities for our club. We’re also really proud to partner with IMG in a deal that will generate huge value on both sides.”
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The deal between IMG and Club América mirrors a similar deal between IMG and América’s bitter rivals Chivas.
IMG is also the global commercial partnerships agency of Chivas, having signed a multi-year deal to secure both domestic and international partners for the club.
The company has also been growing its range of partnerships with several soccer organizations throughout 2023.
Most recently, the agency agreed a deal to lead the media rights sales of Belgium’s top-tier Pro League competition in a wide-ranging strategic partnership role with the national governing body.
IMG will also have a role in distributing the Pro League’s rights outside of Belgium.