ATLANTA — Mexico’s top four soccer clubs have jointly named Los Angeles-based Access Licensing Group (ALG) as their licensing agency for the U.S. and Canada, joining forces for the first time to promote Mexican football to millions of U.S. Hispanic soccer fans.

The four clubs are Chivas de Guadalajara, Club America, Cruz Azul and Pumas UNAM. Under the agreement, ALG has the right to license, market and promote club-branded non-game day merchandise for all four clubs throughout the U.S. and Canada. This means that ALG will be able to work with a variety of different manufacturers and promotional partners to develop a vast range of products and services in key categories, including leisure apparel and accessories, toys and games, food and stationery.

Said David Geber, vice-president of marketing, ALG, “With futbol [soccer] ranked as one of the top participant and spectator sports in the U.S., the time is right for this type of unique alliance, which combines the brand power of Mexico’s top four clubs under a single licensing agreement designed to reach the U.S.’s 44 million Hispanics.”