Recently hired Mexican national football coach Luis Fernando Tena "has assumed responsibility for the mission of rescuing the business called the Mexican national team," which is valued at up to $900M, according to LA OPINION. If "El Tri does not qualify for the 2014 World Cup, it will not just be an athletic disaster: the economic blow will be tremendous for all the industries in Mexico and some U.S. states that revolve around football." Some analysts have said that "the losers will also range from shops and restaurants to sponsoring companies and TV broadcasters." A failure to qualify would "be reflected, among other things, in a decrease in the costs of TV rights, sponsorship agreements, contracts for the Mexican team's future friendlies and decreased sales of Mexican national team clothing and merchandise." Adidas reported that the "Mexican football shirt sold more than any other countries during the 2010 World Cup." Mexico Football Federation President Justino Compeán said that "revenue during a World Cup cycle, including shirt sales, sponsorships and TV deals, adds up to $250M" (LA OPINION, 9/9).
