Crossing cultures

Partnership is a great match of two brands that go beyond borders

CARSON, Calif.- Chivas USA Vice President of Global Business Francisco Suinaga Conde sees it as history being made. The partnership between Chivas USA and Corona Extra brands is a meeting of two brands that cross borders and that the beginning of the relationship between the companies signals the start of big things for both.

“We’re very excited to have this multiyear agreement,” said Suinaga. “We’re proud to have the logo of Corona Extra, the top imported beer in the United States, on the front of our jerseys.”

In a celebration that took place on Wednesday, February 16 at the Standard hotel in downtown Los Angeles, Chivas USA unveiled the new uniform in front of media and invited guests. It marks the first time that Corona Extra has been a jersey sponsor in MLS.

“Grupo Modelo is known for its sports sponsorships, not only in Mexico but all over the world,” said Suinaga. “Corona Extra has a strong presence on jerseys in the Mexican First Division, and everyone at Chivas USA is glad to having such an authentic brand joining the league.”

As part of the multiyear deal, the Corona Extra logo will not only appear on the Chivas USA uniforms, but also will have a significant and visible presence at the Red-and-White’s home games, at the stadium, and in other events.

“It’s a natural fit between Chivas and Corona,” continued Suinaga, “with both being companies that originated in Mexico but have a strong influence around the world. Corona is known as a symbol of Mexico that represents quality.”

Suinaga also noted that the agreement “unites two brands that know exactly what it means to take your company across borders. I’m sure that this will be a turning point for our club, our partners, and most of all, our fans.”

Corona Extra has been the top imported beer in the United States for more than a decade, and is also the top import in 50 of the 170 countries in which it is sold. This historic announcement represents the first time that Corona Extra is the shirt sponsor of an MLS team, joining an already strong roster of teams in Mexico that use the Corona brand, including Atlante, Atlas, San Luis, Necaxa, Puebla, Santos, Toluca, and more.