The arrival of Mexico international Javier “Chicharito” Hernández has reaped immediate commercial rewards for Major League Soccer’s Los Angeles Galaxy.
The all-time leading Mexico goalscorer, 31, arrived in Los Angeles amid great fanfare last month following his signature on a lucrative Designated Player contract that will pay him around $6m a season for three years.
Hernández is a highly-accomplished forward having previously played for Chivas de Guadalajara, Manchester United, Real Madrid, Bayer Leverkusen, West Ham, and most recently, Sevilla. He is also extremely popular, with 14.3 million followers on Twitter and Instagram.
His arrival promises significant long-term commercial rewards for MLS, which is actively looking to engage Mexican-Americans and a Hispanic fanbase. In the short term, Hernández has already made a major impact for LA Galaxy, according to figures supplied to SportBusiness.
In the two weeks since Hernández’s arrival, LA Galaxy has sold more than 750 new season tickets and 2,500 individual game tickets, while overall the team’s season-ticket renewals are at a record 85 per cent in the current off-season.
The announcement of his arrival on January 21 drew strong engagement on Galaxy social media channels, including:
- Impressions: 15,260,581
- Engagements: 1,338,083
- Video views total: 3,622,863
- Launch video views total: 1,994,219
- New followers: 35,958
- Page views: 138,484
Meanwhile, there were 155,000 social media posts about Hernández’s transfer to the LA Galaxy from January 8 (when reports first emerged) through January 24 at 10am ET.
On the day of the announcement (January 21), there were 46,800 posts, which by contrast is significantly higher than Miguel Almirón’s transfer from Atlanta United to Newcastle United in January 2019, which generated 16,700 posts in a one-day period. On the day of Hernández’s arrival (January 22), there were 13,700 posts and on his first day at the club (January 23) there were 29,000 posts.
In total, according to LA Galaxy, the social media impressions in this time period have generated an approximate earned media value of $476m.