Luminosity, Club Deportivo Guadalajara Form LG 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.