SBD/June 10, 2014/Marketing and Sponsorship

Mexico Soccer A Booming Brand In The States, With Myriad Blue-Chip Sponsors

Mexico has two sets of national sponsors, including brands like Coca-Cola
The Mexico men's national soccer team’s popularity in the U.S. has "helped make it one of the most lucrative brands in the world’s most popular sport," and the team "has two sets of national sponsors: at least 14 for advertising campaigns in Mexico and another 16 American companies for U.S. sponsorship," according to Scott Reid of the ORANGE COUNTY REGISTER. The two sets of sponsors "require Mexico matches to be shot in what is called a 'reverse broadcast,' where one set of cameras shoots from one side of the stadium facing field-level signage for El Tri’s Mexican sponsors, another set films from the other side to capture signs for U.S. corporate partners." The roster of corporate sponsors for Mexico’s U.S. pre-World Cup tour included "the likes of Allstate, AT&T, Visa, Coca-Cola, Wells Fargo, Castrol, NAPA, Home Depot, Kingsford, Bud Light and Orange County-based Behr paints." U.S. soccer "powerbrokers have also caught on," as the Mexican team is marketed in the U.S. by MLS subsidiary Soccer United Marketing. Neither the Mexican Football Federation nor its U.S. corporate partners have disclosed the value of their sponsorships, but sources said that they "are likely double" the $25.4M the U.S. Soccer Federation reported in sponsorship revenues last year. adidas during the '10 World Cup "sold 1.2 million Mexico jerseys," making it "the best selling jersey" for the company. Nielsen Media data shows that Mexico games "had 30 million unique television viewers in the U.S." last year (ORANGE COUNTY REGISTER, 6/8).
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