Claro: Preserving the legacy Of Deportivo Xejuyup

Recognizing the cultural richness of the country and seeing in new technologies an ally to preserve it, Ogilvy Guatemala, in parthership with Claro Gaming, created the initiative "Xejuyup, Preserving the Legacy" in which the only Mayan soccer team in the world seeks preserve its ancestral legacy in the gaming platforms of the modern world. Deportivo Xejuyup is a soccer team founded more than 40 years ago in the department of Solola, Guatemala. In the words of its founder Antonio Perechu, "the team was born to preserve the identity of its people, using the Kutin and Coxtar as uniforms, garments with a great symbolic load, because in their fabrics and colors they carry the worldview of the Mayan civilization."

“The creative idea “Xejuyup, Preserving the Legacy” arises as a response to the team's desire to find a way to stay alive, in a context impacted by technology and by social and economic problems such as the migration of players and lack of sponsors. So, we saw in gaming the ideal world for Xejuyup to continue playing and fight for glory”, explained Miguel Giraldo, Creative Director in Ogilvy Guatemala.

As part of this initiative, Deportivo Xejuyup players have received training from professional gamers, providing them with knowledge in terms of gaming and streaming, tools to making their culture visible and obtain resources to support the club.

“This is an unprecedented initiative. Not only they opened their profiles on Twitch and Facebook Gaming, but also Deportivo Xejuyup made an open letter to EA Sports requesting the inclusion of the team in its original uniform in the FIFA video game. We´re proud to be by their side in this challenge”, indicated Andrés Heredia, Creative Director in Ogilvy Guatemala.

In addition, UNESCO might declare Deportivo Xejuyup cultural heritage of humanity, making it the first soccer team to have this distinction.

"Our team, uniform and the passion with which we play, we do everything for our culture," said Miguel Perechú, coach of Deportivo Xejuyup.