LOS ANGELES – January 17, 2022 – Konami Digital Entertainment, Inc. today announced its partnership with Club Deportivo Guadalajara (Guadalajara) bringing the Chivas to the eFootball™ video game series with an exclusive video game partnership. The partnership brings many firsts for KONAMI and Chivas including the sponsorship of the Chivas Esports team which includes eFootball™ branding on the team's official jersey and Chivas TV branded content and advertising.
The Club Deportivo Guadalajara team name, crest and official kits will be fully exclusive to eFootball™, making KONAMI's historic franchise the only football video game to feature the Mexican heavyweights. The entire team will be faithfully recreated in-game by KONAMI’s talented artists and designers with the help of a specialized 3D scanning process. Authenticity is central to the franchise and so the company strives to deliver an experience that will make the Chivas and its supporters proud.
KONAMI and Guadalajara intend to take full advantage of their new partnership, promoting Mexican football to a global audience through a variety of initiatives, including esports. KONAMI will have exclusive marketing benefits to bring awareness about eFootball™ to fans that will include creative branded marketing campaigns both digitally and through various activations in and around the pitch of Estadio Akron, home to Las Chivas.
“We’re excited to partner with KONAMI, an iconic video game developer with a long-established presence in the business of world football, to our family.” said Amaury Vergara, President of Guadalajara. "Through this partnership we'll connect with all generations of supporters through multiple avenues of engagements and continue to fuel the undying passions of our base, while growing our global visibility through the eFootball™ platform. "
Following KONAMI's recent exclusive licensing agreement with LIGA BBVA MX, the partnership adds an extra layer of engagement for supporters of Las Chivas.
"Chivas manages a group of strong values and a unique vision to grow the sport in Mexico, we appreciate and admire this very much," said Yuta Kose, president of Konami Digital Entertainment Inc. "Our initiative is to give Mexican soccer the prominence it has never had before for its fans nationally and the entire global soccer community. Guadalajara is a perfect partnership for all football fans."
About "eFootball™"
“eFootball™” was the rebranding of KONAMI’s popular gaming series “PES”. The change marked a great leap forward as the branding changed alongside the addition of a new football game engine, advancements in gameplay, and the remodeling of the title as ‘free-to-play’ across all compatible devices. “eFootball™” is an ever-evolving platform with the aim of maximizing enjoyment and accessibility for football fans around the world.
“eFootball”, “e-Football” and “eFootball logo” are registered trademarks or trademarks of Konami Digital Entertainment Co., Ltd. in Japan and other countries or regions.
