Indigenous Motifs in Chivas' Jersey

Huichol motifs on Chivas' jersey, races in favor of the Tarahumaras, boxing belts with details of minorities, indigenous communities are the new sports brand in Mexico, and Rogelio Roa, a Sport Marketing expert, offered us an overview on this subject.

"As long as it does not denigrate, as long as it does not undermine the image of minorities; on the contrary, it exalts them, it seems to me that it is a valid resource. But yes, you have to be very intelligent, very creative so that the consumer captures it and receives it. If you are not intelligent, creative, it would be counterproductive because the consumer would see it as opportunistic; ultimately, it exalts origins," he said.

Beyond mentioning indigenous communities or using their symbols on uniforms or souvenirs, "any marketing initiative, whether sports or others, has two aspects: on the one hand, the mobile aspect of emotionally connecting with consumers, having exposure, and they should fulfill a social part," Roa continued, and this is where brands must pay attention to the importance of using Mexican origins.

"As a resource, as a tool, it is not wrong; ultimately, I think it is a mutual help. Minorities benefit because, I imagine, they receive an income. Almost always, if there is any association with them, they will receive an income; if not, ultimately it gives them exposure."

Finally, for Roa, the pride in minorities during sports events should not be limited to the excitement of the moment, although showcasing indigenous communities is a legitimate option.

"However, it would have to be complemented with marketing efforts and some type of social campaign for the benefit of those groups, I think it is a valid action and I think these groups benefit, either through direct income or through simple exposure."