Mexico's participation in the 2014 World Cup will "serve to reactivate the country's economy," according to Marisela López of LA AFICION. Liga MX side Santos Laguna Commercial Dir Manuel Portilla White said, "The World Cup sets off many things and is an economic stimulant. When it begins, it will boost all fields, including electronic stores, restaurants and bars, licensing and merchandising and it will even increase subscriptions for pay-TV and various publications." Of Mexico's population, "it is believed that 60% follows football, which represents a business opportunity." Average Liga MX game attendance is 22,566 and the "geographic distribution of the clubs covers 80% of Mexico's territory." Transfermarkt indicates that Liga MX has a value of €464,250 ($627,000), with Santos Laguna worth around €500M ($675M) per year. The market is "very strong." Portilla said, "One has to address this professionally, with quality products, things that are truly useful and that provide valuable benefits." Mexico's football fans "follow the team to World Cups more than other country's fans." Liga MX América Brand Manager César Muratalla "believes Mexico's role in the World Cup allows everyone to increase business, regardless of whether they sell cereals or mattresses." Muratalla said, "Football comes to the people through all products. This is mainly through TV, because this is how people will see the World Cup, but all other products that people consume will also see increases in sales, including sweets, snacks and drinks" (LA AFICION, 11/25).
