Mexico's LIGA MX Appoints IMG As Exclusive Agency For Global Sponsorships

Liga MX, Mexico’s football competition, has appointed IMG as its exclusive commercial agency for global sponsorships through 2023. IMG is already working with Liga MX to launch a new sponsorship offering, leveraging Liga MX’s reach as the most watched football league in Mexico and strong following in the United States, alongside a mix of assets for brands to leverage including official association, experiential and digital marketing opportunities.

Kicking off the partnership, Liga MX signed Heineken Mexico beer brand Tecate® as its newest official sponsor last week in a deal brokered by IMG.

In addition to selling Liga MX, the agency will also market partnership packages for the women’s Liga MX Feminil, Expansion MX and virtual E-Liga MX competitions.

“IMG brings a wealth of regional and global experience, expertise and resources within and beyond the football world,” said Liga MX President Mikel Arriola. “We are excited to be working with their extensive global sales network to develop more strategic, robust sponsorship opportunities for Mexican, U.S. and global brands.”

Adolfo Bara, SVP of Football Events, IMG, added: “We’re delighted to be working with Liga MX, which concluded an action-packed Apertura season last month with León being crowned 2020 champions. Building upon our continued success in marketing global football sponsorships, this sophisticated new Liga MX partnership offering has been received extremely well in the market so far with Tecate® signed and additional interest straight out the gate. Liga MX’s following in Mexico and strong brand loyalty in the US makes it a unique product in the global football marketplace.”

In addition to Tecate®, Liga MX’s existing partners include title sponsor BBVA, EA Sports, Caliente, Voit and Charly.

Liga MX bolsters IMG’s global football sponsorship portfolio which also includes CONMEBOL Libertadores and Sudamericana, La Liga, Chinese Super League (CSL) and Real Madrid.