New operator for membership club for Chivas USA.

Chivas Enterprises, Inc., the owner and operator of Club Deportivo Chivas USA, announced a strategic partnership with Grupo Arca, Inc. a Hispanic membership organization, in which Grupo Arca has retained the exclusive rights to operate the membership club for Chivas USA.

Chivas USA is one of the two newest expansion teams of Major League Soccer and is the sister team of Chivas de Guadalajara, considered to be the most popular soccer team in Mexico. This strategic deal provides Grupo Arca with the ability to leverage one of the most recognizable brands among Hispanics. The name Chivas is believed to have a 99% recall rate amongst Mexicans and throughout Latin America.

Under the deal, Grupo Arca will operate Club Chivas, the membership club for Chivas USA. Club members will receive a bundle of benefits that includes recreational soccer clinics for children ages 5-14, discounts on health-care products and services, discounts on prescription drugs and discounts from community retailers.

Said Antonio Cué, President of Chivas Enterprises: “Grupo Arca has a proven track record for leveraging grass roots marketing as an effective means to reach the Hispanic community. We are very excited to bring the expertise of Grupo Arca to Club Chivas. I believe the benefits they bring will significantly expand our membership.”

Added Paul Walborsky Navarro, CEO of Grupo Arca: “This partnership with Chivas Enterprises enables us to leverage a 100-year tradition that has significant brand name recognition among U.S. Hispanics. We look forward to providing a unique bundle of benefits to our newest members.”

The partnership is expected to take effect immediately with memberships currently being sold in the Los Angeles area.