league cup. In 1956, the club was sold to soft drink manufacturer Jarritos. The new owner was trying to build upon the club's National Cup titles in 1954 and 1955 against Guadalajara. During the 1954–55 season América won their first Campeón de Campeones championship, defeating Zacatepec 3–2. The owner failed to build upon previous success and on 22 July 1959, Emilio Azcárraga Milmo, owner of Telesistema Mexicano, bought América from Isaac Bessudo. Following the acquisition, Azcárraga told his players, "I do not know much about football, but I do know a lot about business, and this, gentlemen, will be a business." The 1959–1960 season saw América reach second place in the league, behind Guadalajara. On 21 April 1964, at the Estadio Olímpico Universitario, the team, now coached by Alejandro Scopelli, defeated Monterrey 6–5 in the final match of the Copa México. During the match Alfonso Portugal scored five of América's six; José González scored the other goal to win the championship. On 7 May 1965, América regained the Mexican "Copa" championship after a 4–0 victory over Morelia at the Estadio Olímpico Universitario. The goals were scored by Javier Fragoso and Vavá, each scoring twice. 1970s After Mexico hosted the 1970 FIFA World Cup, the league tournament format was changed in response to the championship's disputed winners, hence the Liguilla (play-offs) format was started. The first play-off final was in 1971 between Toluca and América, leaders of Groups 1 and 2, respectively. After a 0–0 draw in Toluca, América obtained their second league title after winning the second-leg 2–0 at the Estadio Azteca. The following season saw América eliminated from the playoffs by Cruz Azul. América would defeat Cruz Azul in the 1973 Copa México final. A few years followed in which América did not qualify for the playoffs. They finished in first place during the 1975–1976 season, and defeated Tecos UAG and Union de Curtidores in the quarter-finals and semi-finals to reach the final against Universidad de Guadalajara. América won the championship after beating UDG in the Jalisco Stadium 3–0 and 1–0 at the Estadio Azteca. They also won the Campeón de Campeones title by beating Tigres UANL 2–0. In 1977, América participated in their first Copa Interamericana, playing against Argentine club Boca Juniors, winners of the 1977 Copa Libertadores. After losing the first-leg and winning the second, América would win the championship in a playoff match in 1978 by