
Nike’s Chivas deal makes Vergara pay to win
Amaury Vergara’s new Nike contract ties nine-figure bonuses to on-field success and fan buzz—leaving the owner no choice but to spend big on Liga MX stars.
soccer
Liga MX, officially known as the Liga BBVA MX for sponsorship reasons, is the top professional soccer league in Mexico. Established in 1943, it has grown into one of the most competitive and popular leagues in the Americas. The league is renowned for its passionate fan base, high-scoring matches, and a blend of experienced international players and emerging Mexican talent. Liga MX operates on a split-season format, with two tournaments per year: the Apertura (opening) and Clausura (closing). Each tournament crowns its own champion, making it a unique and dynamic competition. Over the years, Liga MX has served as a springboard for players who have gone on to achieve global recognition, while also attracting top talent from across Latin America and beyond.
The current Liga MX season is in full swing, with teams battling for dominance in the Apertura tournament. Defending champions are looking to maintain their form, while perennial powerhouses like Club América, Chivas Guadalajara, and Tigres UANL are vying for the top spots. The league table is closely contested, with only a few points separating the leaders from the chasing pack. Recent matches have showcased thrilling comebacks, high-scoring affairs, and standout performances from both seasoned veterans and rising stars. As the playoffs approach, the intensity is ramping up, with fans eagerly anticipating the Liguilla, the knockout stage that determines the champion.

Amaury Vergara’s new Nike contract ties nine-figure bonuses to on-field success and fan buzz—leaving the owner no choice but to spend big on Liga MX stars.

The new owner brings in the former Barcelona player to end timeshare ownership and modernize the club.