Another MLS Club Gets A Jersey Sponsor

By Noah Davis 

The last time a Major League Soccer franchise announced a new shirt sponsor, the reaction was overblown and ridiculous. This time, it should be more muted.

Chivas USA and Corona agreed to enter a multiyear partnership that will make the beer brand the “presenting sponsor” of the MLS club. Chivas is a Mexican-owed team, so it makes sense the the country’s No. 1 beer would give money to put its logo on the jerseys.

(Ironically, Bimbo – the sponsor that created some controversy – at one point affixed its logo to the Chivas brand.)

Details of the arrangement are scare, but more will be revealed during an event on February 16 in Los Angeles.


One of the world’s leading beer companies teams up with Major League Soccer club in multiyear deal;
Full details of agreement will be unveiled at a Feb. 16 event in downtown Los Angeles

CARSON, Calif. (Tuesday, January 25, 2011) – In a landmark agreement between Club Deportivo Chivas USA of Major League Soccer and Grupo Modelo, the leading beer company in Mexico and one of the top brewers in the world, Corona Extra has become the presenting sponsor of Chivas USA. The multiyear agreement will see the logo of Corona Extra, the leading brand in Mexico and the top imported beer in the United States, on Chivas USA team gear, as well as having a significant and visible presence at Chivas USA’s home games and other events.

Corona Extra has been the number one imported premium beer in the US for more than a decade and is the top imported beer in 50 of the 170 countries in which it is currently present. Grupo Modelo is known for its sports sponsorships not only in Mexico but all over the world, and made for a natural fit between the Mexican-owned Chivas USA and Corona Extra, a premium beer known the world over as a symbol of Mexico, quality and great sports.

Full details of the agreement will be unveiled at a February 16 event in downtown Los Angeles. More information on the celebration will be made available in the coming days.

About Chivas USA
Founded on August 2, 2004, as Major League Soccer’s then-eleventh team, Los Angeles-based Club Deportivo Chivas USA has achieved great growth in just six seasons in MLS. From 2006-2009, the Mexican-owned club qualified for the playoffs in four consecutive seasons, to the delight of its passionate supporters. The club has also earned a number of awards from MLS and from local organizations, both for its performance on the field and efforts in the community. Chivas USA is sister team to Club Deportivo Guadalajara, popularly known as Chivas, Mexico’s most beloved soccer club. As the only wholly Mexican-owned team in major professional sports in the United States, Chivas USA brings a different approach to the American sports landscape, centered on its core values of passion, heritage, competitiveness, inspiration and community. Chivas USA is a subsidiary of Chivas USA Enterprises LLC, and is run by Investor-Operator Antonio Cué Sánchez-Navarro. Chivas USA is owned by Mexican investors Jorge Vergara Madrigal, owner of Club Deportivo Guadalajara, as well as Cué.

About Grupo Modelo
Grupo Modelo, founded in 1925, is the leader in Mexico in beer production, distribution and marketing, with 63.3% of the total (domestic and export) market share, as of December 31, 2009. It has a total annual installed capacity of 65 million hectoliters. Currently, it brews and distributes 13 brands, including Corona Extra, the number one Mexican beer sold in the world, Modelo Especial, Victoria, Pacífico and Negra Modelo. It exports six brands and is present in 170 countries. It is the importer of Anheuser-Busch InBev’s products in Mexico, including Budweiser, Bud Light and O’Doul’s. It also imports the Chinese Tsingtao brand and the Danish beer Carlsberg. Through a strategic alliance with Nestlé Waters, it produces and distributes in Mexico the bottled water brands Sta. María and Nestlé Pureza Vital, among others. Grupo Modelo trades in the Mexican Stock Exchange since 1994 with the ticker symbol GMODELOC. It also quotes as an ADR under the ticker GPMCY in the OTC markets and in Latibex in Spain as XGMD.