Chivas Lockers • A PR Initiative to Connect with Football Fans and Media Alike

Chivas, officially Club Deportivo Guadalajara, is a legendary Mexican professional football club based in the Guadalajara metropolitan area. In 2024, they took an exciting step by partnering with Prime Video to stream their local games, and needed to generate buzz to draw fans to the steaming service. To achieve this, we launched a unique PR initiative centered around a creative concept: lockers that work like an advent calendar.

Designed to replicate the look of club lockers, we handcrafted boxes containing exclusive match-related merchandise and sent them to over 80 key influencers and media personalities. We then invited them to reveal each surprise on designated match days, building anticipation for every game and sustaining excitement throughout the tournament. The gifts included a variety of items, from official jerseys, Fire Sticks and Echo Pops to unique treats like tequila bottles, scarves and even stuffed animals. Plus, every package included a memorabilia ticket linked to that week’s match, ensuring a consistent connection to Chivas’ games.

By adding excitement to the match day experience and turning it into an ongoing celebration for the media and fans, we successfully disrupted the norm and left a legacy of creativity for future collaborations. The initiative not only delighted those who received the Chivas Lockers but also impressed the club’s top executives, who dubbed it the best promotional gift in years, setting a new benchmark for media engagements.