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THE ESPORTS ADVOCATE

Luminosity, Club Deportivo Guadalajara Form LG Chivas

Popular Mexican football club teams with Luminosity to create an Apex Legends team to compete in the Apex Legends Global Series.

James FudgebyJames Fudge
June 29, 2023
in Apex Legends, Brands, Partnerships
Reading Time: 2 mins read
Luminosity Gaming Partners With Club Deportivo Guadalajara (Chivas).

Credit: Luminosity Gaming

Luminosity Gaming announced Thursday a strategic partnership with Mexico-based football club Club Deportivo Guadalajara (Chivas) that will see both organizations work together to bring esports to the region.

Financial terms of this strategic partnership were not disclosed, but Luminosity describes it as a multi-year partnership.

Through is new strategic partnership, Luminosity and Chivas will create a co-branded entity called LG Chivas, with an initial focus on fielding a team to compete in Apex Legends esports scene, the Apex Legends Global Series (ALGS).

In a release, Luminosity said that it secured this agreement as part of an initiative to expand into the growing Latin American esports market and tap into the popularity and fan base of Chivas. In addition to co-operating a new esports entity in the region, Luminosity will also utilize Chivas’ esports facilities at the Akron Stadium in Zapopan, Mexico, to train and compete.

Founded in 1906, Chivas is one of the oldest and most prestigious football teams in Mexico, and is a top-ranked competitor in Liga MX. The deal with Luminosity represents an expansion of the club’s initiative to increase its presence in the growing esports scene in Mexico, and is part of a broader initiative to “reach and engage with the younger audience and the digital generation,” according to Santiago Montes, head of innovation and digital business at Chivas. 

Luminosity, a wholly-owned subsidiary of publicly-traded gaming and entertainment company Enthusiast Gaming, currently fields rosters in a number of competitive esports scenes including Brawl Stars, Call of Duty Mobile, Super Smash Bros., PUBG, Rocket League, Warzone, Clash Royale, Pokemon Unite, and Fortnite, among others.  The organization also represents a roster of around 30 content creators and variety streamers. Over the last month or so the organization has been on a signing spree, adding a number of Super Smash Bros. content creators into its line-up.

Tags: ALGSApex LegendsApex Legends Global SeriesBrawl StarsCall of Duty MobileChivasClash RoyaleClub Deportivo GuadalajarafootballFortniteLuminosity GamingMexicoPokemon UnitePUBGRocket LeagueSuper Smash Bros.Warzone
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James Fudge

James Fudge

With a career spanning over two decades in the esports and gaming journalism landscape, James Fudge stands as a seasoned veteran and a pivotal figure in the evolution of esports media. His journey began in 1997 at Game-Wire / Avault, where he curated gaming and community news, laying the groundwork for his expertise in the field. In his more recent roles, James cemented his status as an authority in the esports business sphere as Senior Editor Esports at Sports Business Journal and The Esports Observer between 2018 and 2021.

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