Mexican soccer club Chivas Guadalajara recently announced that it has appointed 
, 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 one-entertainment.com. — J.L.