Last updated on June 13th, 2024
Heineken USA and its Tecate brand have assumed the official, multi-year U.S. sponsorship of LIGA BBVA MX, the most-watched soccer league in the U.S. Tecate USA will also be a partner of LIGA BBVA MX’s other competitions, LIGA BBVA Expansion MX and LIGA BBVA MX Femenil. The official sponsorship and its associated activations reflect the long-standing affinity and passion for Mexican soccer here in the U.S.
The agreement includes the use of logos, names and images of teams and players participating in LIGA BBVA MX, interviews with Mexican soccer legends, presence in matches during the season openings and closings, access to exclusive items and a presence in the best match highlights on LIGA BBVA MX social platforms.
“With this exclusive sponsorship, Tecate takes a strong step forward to stand as the brand that best connects U.S. fans with their favorite LIGA MX soccer teams, offering memorable experiences on and off the field,” said Tecate Senior Brand Director Oscar Martinez. “With an exciting summer of soccer upon us, we’re thrilled to deliver unforgettable experiences that speak to our maverick and unapologetic spirit. Mexico is in us!”
“We are very excited to have Tecate, an established, well-known Mexican brand, expand their partnership of LIGA MX into the U.S. There is no doubt that LIGA MX’s following in the U.S. is very strong, with an average of over 400,000 viewers per match, representing 40 percent of LIGA MX’s audience. The American market continues to be an important place for LIGA MX to grow and connect on a daily basis with the Hispanic community, in addition to the over 35 million Mexican Americans residing there,” said Guillermo Alegret, commercial director of LIGA MX.
“Tecate is already one of Mexican-Americans’ favorite brands to enjoy with friends, and that is the intention of this partnership: to offer fun and safe experiences for fans of legal age, while allowing us to deliver messages of social responsibility,” Martinez said.
