Club Atlético Morelia

What Club Atlético Morelia does

Club Atlético Morelia is a private professional football club headquartered in Morelia, Michoacán, Mexico, currently competing in the second-tier Liga de Expansión MX. Founded in 1950 as Club Deportivo Morelia, the club was re-established in 2020 through coordination between the local Secretary of Government and private stakeholders after the prior franchise departed the city. The club plays home matches at Estadio Morelos and serves football fans, regional supporters organized into groups such as Barra Morelia 2000 and La Locura 81, and corporate sponsors seeking brand visibility in western Mexico.

The club's product surface is narrow and focused: a competitive first team in Liga de Expansión MX (currently leading Clausura 2026), an officially licensed merchandise line distributed through an exclusive partnership with Keuka (jerseys at $1,099 MXN, training kits at $499 MXN, caps at $399 MXN, plus special editions such as the Día de Muertos and Monarcas jerseys), and matchday ticketing through Boletomovil and the stadium box office. There is no proprietary technology platform; the underlying infrastructure is a standard Webflow website, social media accounts, an e-commerce integration with Keuka, and a ticketing integration with Boletomovil. The club does not operate a mobile app.

The business model relies on four revenue streams: matchday ticket sales, merchandise (Keuka retail), corporate sponsorships (~30 brands spanning betting, telecom, cement, beverages, food service, and municipal government), and broadcasting rights distributed through the Liga de Expansión MX and partner AYM Sports. Commercial operations are led by a small management team headed by Director General Martín García García, with Aldo Arturo González Leyva overseeing commercial and communications, José Luis Cendeja managing sporting operations, and José Juan García directing the youth academy. On-field leadership transitioned in October 2025 with the appointment of Mario Virgilio Ortiz Velásquez as Director Técnico.

Name

Club Atlético Morelia

Legal name

Club Atlético Morelia

Website

https://camorelia.com

Company type

Private

Founded year

1950

Operating status

Operating

Headcount range

1–10 employees

Short description

Club Atlético Morelia is a private professional football club in Mexico's Liga de Expansión MX, re-established in 2020 in Morelia, Michoacán. It serves local fans and corporate sponsors through matchday operations at Estadio Morelos, officially licensed merchandise via Keuka, and a ~30-brand sponsorship portfolio.

Ownership category

akta.pro rank

Product category

Professional Sports / Football Club

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Association Football (Soccer) Leagues (MPAKAAAA)

akta.pro secondary industries

Team Sports Matches (Club & National) (MPAGAMAB), Event & Tournament Sponsorship (Title/Presenting Sponsors, Official Suppliers) (MPAKALAB), Fan Apparel & Wearables Retail (Licensed) (CRAMAOAE), Professional & Major League Stadiums (MPAKAEAA)

Keywords

• Professional football club
• Licensed sports merchandise
• Matchday ticket sales
• Corporate sports sponsorship
• Football league competition

Headquarters

HQ city

Morelia

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Ticket Sales: Revenue from matchday ticket sales at Estadio Morelos, including online sales through boletomovil.com
2. Merchandise Sales: Sales of official club merchandise including jerseys, training apparel, and accessories through the online store powered by Keuka
3. Sponsorships: Corporate sponsorships from multiple brands including Caliente, Akron, CEMEX, Electrolit, Telecable, and numerous other regional and national companies displayed as sponsors on the website
4. Broadcasting Rights: Revenue from league broadcasting agreements through participation in Liga de Expansión MX

Pricing tiers

Distribution channels4 records

Marketing channels7 records

Core offering

Club Atlético Morelia operates a professional football team that competes in Mexico's Liga de Expansión MX, playing home matches at Estadio Morelos in Morelia, Michoacán. The club sells matchday tickets, officially licensed apparel (home, away, special edition, and training jerseys plus caps), and packages corporate sponsorship inventory to regional and national brands. Revenue is generated through ticketing, merchandise sales, broadcasting rights via league participation, and sponsorship activation.

Product overview

Club Atlético Morelia operates as a professional football club in Mexico's Liga de Expansión MX. The organization's primary offerings include its competitive football team participating in professional league matches, supported by a merchandise catalog featuring official apparel through Keuka retail partnership. The club's product line consists of officially licensed sportswear including home and away jerseys, special edition commemorative jerseys (such as Día de Muertos), training apparel, and branded accessories like caps. Match tickets and fan services are facilitated through Boletomóvil platform integration.

Differentiator

Problem solved

Functional benefit

Products and services

• Jersey Local (Home Jersey) Official home match jersey for Club Atlético Morelia supporters and fans, priced at $1,099 MXN, distributed through Keuka retail partner.
• Jersey Visitante (Away Jersey) Official away match jersey for fans, priced at $1,099 MXN, distributed through Keuka retail partner.
• Jersey Edición Día de Muertos (Day of the Dead Edition Jersey) Limited/special edition jersey celebrating Mexican Day of the Dead heritage, priced at $1,099 MXN, distributed through Keuka retail partner.
• Jersey Monarcas (Monarcas Alternate Jersey) Alternate match jersey in the Monarcas heritage branding, priced at $1,099 MXN, distributed through Keuka retail partner.
• Jersey Entrenamiento Negra (Black Training Jersey) Official training jersey in black, priced at $499 MXN, distributed through Keuka retail partner for fans and players.
• Jersey Entrenamiento Blanca (White Training Jersey) Official training jersey in white, priced at $499 MXN, distributed through Keuka retail partner for fans and players.
• Gorra CAM Blanca (White Club Cap) Official Club Atlético Morelia branded cap in white, priced at $399 MXN, distributed through Keuka retail partner.
• Gorra CAM Roja (Red Club Cap) Official Club Atlético Morelia branded cap in red, priced at $399 MXN, distributed through Keuka retail partner.
• Matchday Tickets (Liga de Expansión MX Home Games) Admission tickets to Club Atlético Morelia home matches at Estadio Morelos for individual supporters and families, sold online through boletomovil.com and at the stadium box office.

Quantifiable outcome

• Currently leading Liga de Expansión MX Clausura 2026 with 6 points, 6 goals scored, 0 conceded
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• KeukacoreChannel Partner/ Reseller/ DistributorOfficial merchandise partner operating the club's online store at keuka.com.mx and physical retail location at Plaza Escala Morelia. Sells official jerseys, training apparel, and accessories.
• CalientecoreGTM or Marketing PartnerMajor sponsor and betting partner displaying logo prominently on website. Also operates Caliente.mx for ticket sales and promotional activities.
• BoletomovilcoreChannel Partner/ Reseller/ DistributorOfficial online ticketing platform partner for match tickets at Estadio Morelos
• AYM SportscoreGTM or Marketing PartnerTelevision broadcast partner for Liga de Expansión MX match coverage
• AkronminorGTM or Marketing PartnerSponsor brand displayed in sponsor section of website
• CEMEXminorGTM or Marketing PartnerCement company sponsor displayed in sponsor section
• ElectrolitminorGTM or Marketing PartnerHydration beverage sponsor displayed in sponsor section
• TelecableminorGTM or Marketing PartnerCable telecommunications provider sponsor
• Gobierno de MoreliaminorGTM or Marketing PartnerMunicipal government sponsor supporting the team
• Caja MoreliaminorGTM or Marketing PartnerLocal credit union sponsor from Michoacán
• Federación Mexicana de FútbolcoreStrategic or Co-development PartnerOfficial football federation for player registration and league competition in Liga de Expansión MX

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Club León: Liga MX side from central Mexico with strong regional brand and active sponsor portfolio. Useful upper-bound comparable for a Michoacán-rooted club aspiring to Liga MX economics.
• Club Puebla: Liga MX incumbent also drawn from central Mexican markets with similar regional-anchor sponsorship logic. Comparable as a benchmark for the Liga MX commercial tier that Atlético Morelia targets via promotion.
• Chivas (Club Deportivo Guadalajara): Liga MX incumbent with massive national fan base and merchandise franchise. Relevant as the upper-bound ceiling for Mexican football commercial economics and as the parent ecosystem for many Liga de Expansión feeder clubs.
• Cruz Azul: Liga MX incumbent with national reach and Liga de Expansión-affiliated talent pathways. Relevant comparable for the on-pitch career trajectory of Atlético Morelia's newly appointed head coach (former Cruz Azul player).
• Club América: Mexico's most established Liga MX brand; a clear benchmark for media-rights, sponsorship tier, and merchandising potential that Morelia could theoretically access via promotion and brand extension.

Direct peers

• Dorados de Sinaloa: Liga de Expansión MX club with a similar regional brand-led identity in Mexican football's second tier. Comparable on ticket/sponsor/merchandise mix and on the structural pressure to compete for promotion.
• Cimarrones de Sonora: Liga de Expansión MX side operating in the same second division with comparable regional sponsorship and matchday economics. Closely aligned competitive and commercial structure to Atlético Morelia.
• Club Atlético La Paz: Direct Liga de Expansión MX opponent recently scheduled against Morelia (jornada 8). Operates in the same second-tier competitive and commercial environment, making it a natural same-tier comparable.
• Atlante FC: Long-standing Mexican football club also competing in Liga de Expansión MX. Atlante is directly comparable — same league, similar tier, and a recent head-to-head against Morelia (quarterfinal elimination in Clausura 2025).
• Tapatío FC: Liga de Expansión MX club competing in the same second-tier Mexican football ecosystem. Comparable as a feeder club within the Mexican professional pyramid, and notably tied to Morelia's new head coach (Ortiz was previously on Tapatío's championship staff).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/c_a_morelia
• Facebookfacebook.com/CAtleticoMorelia
• Instagraminstagram.com/ca_morelia

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Club Atlético Morelia