GTech Corporation has announced a multi-year licensing agreement with Access Licensing Group that will give it exclusive rights to use the brands of the four most popular Mexican soccer clubs across all of its lottery channels in the United States.
Los Angeles-based Access Licensing Group holds the licensing and merchandising rights for Chivas De Guadalajara alongside Mexico City’s Club America, Cruz Azul and Pumas De La UNAM and GTech will now be able to utilise the clubs’ names and logos along with players’ numbers and likenesses.
Hispanics in the US represent one of the largest communities with more than 44 million consumers, 20 percent of which are under the age of 40, spending approximately $900 billion annually. In addition, soccer has an estimated fan base of 60 million people in the US while Mexican Futbol is the top-ranking program on Univision, a leading Spanish-language television network.
“The combination of the massive appeal of soccer in the US and the huge fan base for the Mexican Futbol teams made this a very strategic brand for GTech to add to our brand portfolio and we believe it will be a strong performing game for our customers,” said Pat Schmidt, Senior Director of Brand Licensing for GTech.
Providence-based GTech stated that players of its Mexican Futbol lottery games will now have the opportunity to win cash prizes and unique branded merchandise including autographed jerseys, shirts and hats alongside tickets to games in the US and Mexico. It stated that this would greatly appeal to players in the ten states where 80 percent of US Hispanics live including California, Texas, New York, Florida and Arizona, all of which are GTech lottery customers.