Club Santos Laguna

What Club Santos Laguna does

Club Santos Laguna is a Mexican professional football club competing in Liga MX, founded in 1982 and based in Torreón, Coahuila, with full ownership held by Grupo Modelo (parent of Corona beer) since 1993. The club operates both a men's first team and a women's team (Santos Femenil), and runs the Territorio Santos Modelo (TSM) — an integrated stadium complex housing the Estadio Corona, training facilities, the Centro de Alto Rendimiento, the Centro de Formación Santos Lala youth academy, offices, and retail spaces, inaugurated in 2009.

The club's revenue model spans multiple streams: tiered season ticket subscriptions (Abonos Guerrero Total, Anual, Apertura, and Flex, ranging from $1,425 to $5,495 MXN) and individual match tickets sold through the Fanki digital ticketing platform and physical box offices; merchandise sales via SantosShop.mx; corporate sponsorships across more than 15 named partners (Corona, Soriana, Lala, Peñoles, Charly, Caliente, Totalplay, Aeroméxico, among others); corporate suites and hospitality; stadium tours at $110 MXN per person; and youth development fees from the Centro de Formación Santos Lala and 50+ international satellite academies across Mexico, the USA, and Colombia.

Underlying the commercial operation is a technology stack including the Fanki ticketing platform with mandatory Fanliga.mx Fan ID registration for attendees over 18, the Tío Santos AI-powered WhatsApp chatbot for fan support, an official iOS/Android mobile app, and two internal technical departments — Inteligencia Deportiva (Sports Intelligence for scouting and opponent analysis) and Ciencias Aplicadas al Deporte (Applied Sports Sciences covering medicine, rehabilitation, nutrition, podology, performance monitoring, and cognitive-motor training). The club also operates the Copa Santos Peñoles youth tournament (280+ teams, 700+ matches) and the Guerreros de Corazóon CSR program with the international GuerrerosSinFronteras fan network. Operations are managed through Orlegi Occidente S.A.P.I. de C.V.

Name

Club Santos Laguna

Legal name

Santos Laguna S.A. de C.V.

Website

https://clubsantos.mx

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

5,001–10,000 employees

Ownership category

akta.pro rank

Product category

Professional Football Club

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Franchise Ownership Groups & Multi-Club Organizations (Multi-team owners, holding companies) (MPAKABAJ)

Keywords

• Professional football club
• Football ticketing
• Youth football academy
• Sports sponsorship
• Stadium tours

Headquarters

HQ city

Coahuila

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Ticket and Season Ticket Sales: Revenue from individual match tickets (priced at $100–$150 MXN for friendly matches) and multi-tiered season ticket packages (Abonos Guerreros Guerrero Total, Anual, Apertura, Flex). Sales handled via Fanki digital platform, TSM box offices, and Galerías Laguna.
2. Sponsorship and Commercial Partnerships: Revenue from sponsors including naming rights, kit suppliers, official partners across food & beverage, telecommunications, automotive, health, and media sectors. Partners include Corona, Soriana, Lala, Peñoles, Charly, Caliente, Totalplay, Omnibus, SIMSA, Aeroméxico, Grupo Modelo, and others.
3. Merchandise Sales: Online and physical merchandise sales through SantosShop.mx and physical store, with discounts for season ticket holders.
4. Academy and Youth Development Programs: Revenue from Centro de Formación Santos Lala and 50+ international academies and satellite programs. Also Copa Santos Peñoles tournament entry fees.
5. Stadium Tours and Hospitality: Revenue from TSM stadium tours ($110 MXN per person), suites/corporate hospitality, and parking services.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels10 records

Core offering

Club Santos Laguna is a professional football club that competes in Liga MX with men's and women's first teams, selling match tickets and tiered season subscriptions (Abonos Guerrero) through the Fanki digital platform and physical box offices. The club operates the Territorio Santos Modelo (TSM) stadium complex, a youth academy (Fuerzas Básicas) with 50+ satellite academies, official merchandise (SantosShop), stadium tours, and corporate hospitality/suites. Senior revenue streams include sponsorship partnerships with Corona, Soriana, Lala, Peñoles, Charly, Caliente, and Totalplay, alongside community programs like Guerreros de Corazón.

Product overview

Club Santos Laguna operates a comprehensive football ecosystem consisting of multiple interconnected products and services. The core offering centers on the professional men's and women's football teams competing in Liga MX. Supporting this are subscription-based season ticket products (Abonos Guerrero Total, Guerrero Anual, Guerrero Apertura, and Abono Flex) providing tiered access to matches with varying benefits. The club's infrastructure includes Territorio Santos Modelo stadium complex and the Centro de Formación Santos Lala youth academy. Revenue streams include the Fanki digital ticketing platform, SantosShop merchandise retail, and TSM Tours experience services. Community engagement is facilitated through the Guerreros de Corazón social program and the Copa Santos Peñoles youth tournament. Additional services include sports intelligence (scouting/analysis) and sports science support, while digital content is delivered through Podcast Guerrero video series.

Differentiator

Problem solved

Functional benefit

Products and services

• Abonos Guerrero Total (Season Ticket (Total)) Premium season ticket package for Club Santos Laguna fans providing access to all home matches for both men's and women's teams, official team jersey, exclusive autograph session with players, playoff access if qualified, and all subscriber benefits. Starting from $5,495 MXN.
• Abono Guerrero Anual (Season Ticket Annual) Annual season ticket offering 17 regular season home matches at discounted rates, welcome kit, and up to $720 MXN in rewards. Starting from $2,675 MXN with 4x3 promotion available and payment facilities up to 12 MSI.
• Abono Guerrero Apertura Single tournament season ticket covering 9 home matches during the Apertura 2026 tournament. Starting from $1,425 MXN with payment facilities up to 6 MSI. Includes welcome kit and presale benefits.
• Abono Flex (Flexible Ticket Package) Flexible ticket package providing 20 tickets usable throughout one year, with up to 4 tickets per match. Starting from $4,030 MXN with payment facilities up to 12 MSI. Includes welcome kit, presale access, and liguilla matches.
• Fanki Ticketing Platform Official digital ticketing platform for purchasing individual match tickets, season passes, and stadium parking for Club Santos Laguna. Handles all digital ticket sales with QR code delivery seven days before events.
• TSM Stadium Tours Guided stadium tours of the Territorio Santos Modelo complex, including access to the presidential box, trophy room, and other facilities. Available Wednesday to Sunday at 10am, 12pm, 2pm, and 4pm. Price: $110 MXN per person.
• SantosShop (Official Merchandise Store) Official merchandise store offering team jerseys, apparel, and souvenirs. Available online at SantosShop.mx and at physical store located at Galerías Laguna and the VIP box office. Season ticket holders receive 15% discount.
• Individual Match Tickets Individual match tickets for Liga MX, Copa MX, and friendly matches. Priced at $100\u2013$150 MXN for friendly matches (e.g., vs América de Cali). Guerrero Total subscribers enter free; Temporada and Tournament subscribers get 2x1 promotion. Sold via Fanki digital platform, TSM box offices, and Galerías Laguna.
• Fuerzas B\u00e1sicas (Youth Academy) Youth football development program recognized as the best in Mexico, with 16 years of investment in infrastructure. Has produced 9 championship titles across Sub-20, Sub-17, and Sub-13 categories, including players like Carlos Acevedo, Gerardo Arteaga, Santiago Muñoz, Jordan Carrillo, and Jorge Sánchez.
• Centro de Formaci\u00f3n Santos Lala (Youth Training Center) Training center opened in January 2010 within Territorio Santos Modelo, using Santos Laguna's proprietary methodology. Serves children from 4 to 15 years old with training sessions Monday to Thursday in the afternoon. Sponsored by Lala.
• Copa Santos Pe\u00f1oles (Youth Tournament) Youth football tournament considered the largest in Mexico, with over 280 teams and 700 matches in its 2019 edition (IX edition). Annual event promoting family fellowship and values. Generates revenue from tournament entry fees.
• Official Club Santos Mobile App Official Club Santos mobile application available for iOS and Android devices. Provides digital tickets (QR), live match updates, content, and Fan ID integration for stadium access.
• Corporate Suites and VIP Hospitality Corporate suites and VIP hospitality packages sold directly through TSM sales advisors for business events and premium match-day experiences, targeting enterprise customers and corporate sponsors.
• T\u00edo Santos WhatsApp Chatbot AI-powered WhatsApp chatbot providing fan support, ticket purchase guidance, subscription information, and match-day information for Club Santos Laguna fans. Contact: wa.link/f03dnv.
• Guerreros de Coraz\u00f3n (Social Responsibility Program) Social responsibility program founded in 2007 promoting community development through football. Includes sponsorships, toy drives, volunteering, dream fulfillment, environmental initiatives, and international activities with 4 US foundations and 6 MLS/USL teams.
• Podcast Guerrero Video podcast series featuring player interviews, behind-the-scenes content, and match highlights. Includes episodes like 'Cuál es tu guerrero', 'Guerreros a Fondo', and 'Bajo Presión' documentary series. Branded content via #PrimeroGuerreros and #ModoGuerrero hashtags.
• Inteligencia Deportiva (Sports Intelligence Department) Sports intelligence department providing analysis, scouting, and player evaluation services. Includes opponent analysis via video and in-person observation, and talent identification through mass tryouts across Mexico and internationally.
• Ciencias Aplicadas al Deporte (Applied Sports Sciences) Sports science department comprising six areas: Medicine, Rehabilitation, Nutrition, Podology, Performance Monitoring/Measurements, and Cognitive-Motor Training. Provides comprehensive athlete care, injury prevention, and performance optimization.

Quantifiable outcome

• 9 youth league titles (5 Sub 20, 3 Sub 17, 1 Sub 13)
• +4 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

20 partnerships are on record, tiered flagship, core and minor.

• Corona / Cervecería ModeloflagshipGTM or Marketing PartnerCorona is the naming rights partner for Estadio Corona and a principal sponsor of Club Santos Laguna, representing the club's most prominent commercial partnership. Grupo Modelo, owner of Corona, became majority shareholder in 1991 and full owner in 1993.
• SorianacoreGTM or Marketing PartnerNational supermarket chain Soriana is an official sponsor of Club Santos Laguna, appearing as a partner on the club's official website.
• LalacoreGTM or Marketing PartnerLala is the official sponsor behind the Centro de Formación Santos Lala (Academy), the club's elite youth development center within Territorio Santos Modelo.
• Peñoles / Grupo PeñolescoreGTM or Marketing PartnerMining conglomerate Peñoles is a commercial sponsor of Club Santos Laguna. Through the Academia Santos-Peñoles program, Peñoles supports youth football academies at mining operations across Mexico (Sabinas, Velardeña, Tizapa, Capela).
• CharlyflagshipGTM or Marketing PartnerCharly is the official kit (uniform) supplier for Club Santos Laguna, providing match-day kits, training wear, and official merchandise for the club.
• Caliente / Grupo CalienteflagshipGTM or Marketing PartnerCaliente is a principal sponsor and official betting/gaming partner of Club Santos Laguna, with branding across digital and stadium assets.
• TotalplaycoreGTM or Marketing PartnerTotalplay (Grupolauz) is a telecommunications and streaming partner of Club Santos Laguna, appearing as an official sponsor on the club's website.
• Orlegi Occidente S.A.P.I. de C.V. (Orlegi Sports)flagshipStrategic or Co-development PartnerOrlegi Occidente is the operating company responsible for the management and commercialization of Club Santos Laguna, including stadium operations, ticketing, fan engagement, and data privacy compliance. Orlegi operates Territorio Santos Modelo and the Estadio Corona.
• OmnibuscoreGTM or Marketing PartnerOfficial transportation partner of Club Santos Laguna for team travel, featured as a sponsor on the club's official website.
• SIMSA (Sindicato de Trabajadores de la SMHSA)coreGTM or Marketing PartnerSIMSA is listed as an official sponsor of Club Santos Laguna on the club's official website.
• AeroméxicocoreGTM or Marketing PartnerMexico's national airline is a commercial sponsor of Club Santos Laguna, providing airline-related benefits to the club.
• Fresnillo plccoreGTM or Marketing PartnerMining company Fresnillo plc operates Academia Santos-Fresnillo PLC at locations in Fresnillo (Zacatecas) and Caborca (Sonora), supporting youth football development.
• SanatoriominorGTM or Marketing PartnerSanatorio is listed as a sponsor of Club Santos Laguna on the club's official website.
• Pengfiel (Grupo Penafiel)minorGTM or Marketing PartnerGrupo Penafiel is listed as a sponsor of Club Santos Laguna on the club's official website.
• BerelminorGTM or Marketing PartnerBerel is listed as a sponsor of Club Santos Laguna on the club's official website.
• Greening GroupminorGTM or Marketing PartnerGreening Group is listed as a sponsor of Club Santos Laguna on the club's official website.
• Grupo AlamedaminorGTM or Marketing PartnerGrupo Alameda is listed as a sponsor of Club Santos Laguna on the club's official website.
• StoricardminorGTM or Marketing PartnerStoricard is listed as a sponsor on the club's official website with a link to santos.storicard.com, suggesting a fan card or loyalty program partnership.
• CONCACAFcoreStrategic or Co-development PartnerClub Santos Laguna participates in CONCACAF club competitions (Champions League, Leagues Cup) and works with CONCACAF through GuerrerosSinFronteras international volunteer activities involving the first team and coaching staff.
• LA Galaxy / Major League SoccercoreStrategic or Co-development PartnerClub Santos Laguna operates academies in the USA (including Texas, California) and has a player development relationship with MLS, where former Santos academy products have been transferred. Mauricio Cuevas joined Santos from LA Galaxy Academy.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Cruz Azul: Liga MX club owned by Grupo Cementos de México (Cemex-linked); similar private-ownership structure, multi-tier season-ticket model, and corporate-hospitality business as Santos Laguna.
• CF Pachuca: Liga MX club widely recognized as a leading Mexican football academy operator with comparable youth-development philosophy and a similar tournament record; one of the most directly comparable academies-first Liga MX peers.
• Club Tijuana Xolos: Liga MX club also privately held and owned by a single corporate group (Grupo Caliente), with strong betting-sponsor ties; comparable in ownership structure and Liga MX commercial model.
• Club León: Liga MX club with a comparable multi-revenue model (ticketing, merchandise, sponsorships) and an engaged national fanbase; recently competitive in Liga MX and CONCACAF Champions League.
• Club Tigres UANL: Top Mexican football club competing in Liga MX with a large corporate sponsor base (Cemex) and modern stadium (Estadio Universitario); comparable on revenue model and Liga MX fanbase scale.
• Rayados de Monterrey: Liga MX club owned by FEMSA, with a modern stadium (Estadio BBVA) and a diversified sponsor portfolio; benchmark for corporate-owned Mexican clubs competing with Santos in broadcast and sponsorship tiers.
• Atlas FC: Liga MX club also operated by Orlegi Occidente / Orlegi Sports, sharing the same corporate parent and operating structure; the most directly comparable peer in the same ownership group.

Broad incumbents

• LA Galaxy: Major League Soccer club with a documented player-development relationship with Santos Laguna (Mauricio Cuevas transferred from LA Galaxy Academy to Santos); comparable as an MLS-side academy/transfer partner and stadium-operating franchise.
• Chivas de Guadalajara: Liga MX club with the largest Mexican fanbase, owned by Grupo Omnilife/Grupo Vergara; comparable as a privately held, sponsor-heavy Mexican football franchise with a strong academy focus.
• Club América: The largest and most valuable Liga MX club, owned by Grupo Televisa/Emilio Azcárraga; competes directly with Santos in Liga MX and is the benchmark for sponsorship and media-rights revenue in Mexican football.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/clubsantos
• Facebookfacebook.com/clubsantos
• Instagraminstagram.com/clubsantos
• LinkedInlinkedin.com/company/club-santos-laguna

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Santos Laguna