Luminosity and Chivas announce major Apex Legends partnership

Luminosity Gaming and Chivas
Image credit: Luminosity Gaming, Chivas

North American esports organisation Luminosity Gaming and Club Deportivo Guadalajara, better known as Mexican football club Chivas, have announced a major multi-year esports partnership.

The collaboration sees the creation of a new co-branded esports property called LG Chivas. The division will initially focus on the Apex Legends esports scene, rebranding Luminosity’s current North American ALGS team.

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Outside of the launch of a co-branded team property, the partnership will also see Luminosity gain access to Chivas’ esports facilities at the Akron Stadium in Zapopan, Mexico. Luminosity said the deal marks an ‘invaluable opportunity’ for it to expand its footprint in the LATAM region, using Chivas’ popular name and fanbase as leverage. 

Chivas is one of Mexico’s most successful football teams, winning the country’s domestic league 12 times. However, the club also has a history within the esports sector, having previously competed regionally in League of Legends and Rainbow Six Siege. 

Luminosity is a prominent team within the Apex Legends esports ecosystem, regularly competing in the title’s top competitions. The newly rebranded Apex Legends division will be participating in the upcoming ALGS: Split 2 Playoffs in London next month. Outside of Apex Legends, Luminosity also competes in PUBG, Rocket League and Brawl Stars. For the latter title, Luminosity was recently announced as a partner team in the mobile game’s esports ecosystem. 

Santiago Montes, Head of Innovation and Digital Business from Chivas, highlighted in a release that the collaboration “opens up a new chapter” in Chivas’ esports journey. One of the aims of the partnership, as Montes detailed, is to help engage with younger audiences and the digital generation.

Alex Gonzalez, Head of Luminosity Gaming, commented on the announcement: “We are incredibly excited to work with such a massive football club such as Chivas.

“We believe that this partnership will provide new and thrilling opportunities for Luminosity, and we’re looking forward to what we can achieve together.”

Luminosity Gaming is owned by Canadian company Enthusiast Gaming, the owners of the Seattle Surge, Vancouver Titans and multiplayer FPS game EV.IO.

Tom Daniels
Tom has been part of Esports Insider's team since October 2020 and is currently the platform's Editor. When not playing Football Manager, he enjoys reporting on the mobile esports scene as well as the betting sector.