Club Deportivo Guadalajara, better known as Chivas, has signed a deal with EA Sports to create digital content and promote both brands through social platforms. The Mexican first division team will also promote its esports segment, mainly through FIFA 21.

The agreement includes the use of new interactive formats to create digital content, and will offer new and better experiences to Chivas fans and all EA Sports FIFA players.

The Chivas esports team features Beto Ávila in its lineup, a national team player who has stood out in the most recent edition of the eNations Cup.

Yeray Romera, Head of Marketing, Latin America, at EA Sports, commented: “We’re very excited about the signing of this new deal with one of the most important football teams, not only in Mexico, but in the continent, which will undoubtedly boost the growth and expansion of esports in the country and strengthen the industry.

“It will also allow us to get closer to the community and continue to inspire everyone to get involved.”

The President of Chivas, Amaury Vergara, aded that “important things are coming thanks to this agreement. We have restarted a great relationship with EA Sports and soon the ChivaHermanos will receive big surprises related to this”.

Currently, EA Sports has deals with Pumas and Tigres in Mexico, Independiente, Racing and San Lorenzo in Argentina, Millonarios in Colombia, Independiente del Valle in Ecuador, and Universidad Católica in Chile.

As part of its campaign to expand its reach in Latin America through FIFA 20, the company recently scheduled an e-friendly match between San Lorenzo and Inter Miami, which was broadcast free on Twitch TV and Youtube.