March 23 – Drinks giant Anheuser-Busch has extended its agreement with the Mexican Football Federation (FMF) as the beer partner of EL Tri’s US tour.
The partnership also extends to the women’s national team.
It’s the 20th time that the Mexicans will tour the United States and it will be a maiden experience for the women’s team. The sponsorship deal will include stadium activations as well as fan engagement activities.
“Since the beginning of our relationship, the Mexican Football Federation has been a world-class partner and we’re excited to be strengthening our commitment and help stage the women’s national team’s US tour,” said Matt Davis, head of sports marketing at Anheuser-Busch.
“We are committed to ensuring fans have unrivaled opportunities to support their teams as we prepare for the international friendlies and tournaments.”
The terms of the deal, brokered by Soccer United Marketing, were not disclosed but the American market has always been lucrative for teams from central America. Anheuser-Busch and the FMF estimate that the market has more than 20 million Mexico fans in the US of legal drinking age, with a fanbase growing by 6.5% year-over-year.
“We are thrilled to be continuing our relationship with Anheuser-Busch who keeps demonstrating their unique ability to bring fanbases closer to the sport they love,” said Enrique Nieto, director of strategic partnerships for FMF.
“Mexican soccer fans are some of the most passionate and devoted in the entire world, and we look forward to seeing how Anheuser-Busch helps us enhance the fan experience throughout the entire US tour.”
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