Mexican soccer club Chivas Guadalajara recently announced that it has appointed "Chivas", Las Vegas, as its licensing agency for the United States and Canada.

One Entertainment will develop the club’s comprehensive merchandising program across major product categories, with the first Chivas Guadalajara-branded wares expected to be launched in spring 2017.

The 110-year-old club is known to be loyal to its Mexican heritage, having fielded Mexican-born players exclusively throughout its history. Such a tradition embodies values and identity for an entire country, says Alex Altamirano, managing partner, One Entertainment.

“Our current soccer and U.S. Hispanic initiatives will allow us to fast-track the introduction of the Chivas merchandise,” he says. “The addition of Chivas reinforces the appeal of our program, providing manufacturers and retail partners with a comprehensive and turnkey solution to reach their U.S. Hispanic consumers.”

One entertainment also represents FC Barcelona, Bayern Munich and Copa America USA 2016.

For more information, visit — J.L.