Three-year deal will see agency launch centralised offering for Mexico’s top flight.Posted: January 14 2021By: Sam Carp
Deal also covers Liga MX Feminil, Expansión MX and E-Liga MXIMG has already brokered first Liga MX sponsorship with TecateLeague’s other partners include BBVA, EA Sports, Caliente, Voit and Charly.
Liga MX, the top flight of Mexican soccer, has appointed IMG as its exclusive commercial agency for global sponsorship sales until 2023.
The pair are working together to launch a centralised sponsorship offering comprising a mix of assets, including official association, experiential and digital marketing opportunities.
As well as Liga MX, IMG will also market sponsorship packages for the women’s Liga MX Feminil, the second-tier Expansión MX and the E-Liga MX esports competition.
Liga MX will be hoping IMG can strengthen a sponsorship portfolio that currently includes title partner BBVA, as well as video game developer EA Sports, betting operator Caliente, soccer ball manufacturer Voit and sportswear brand Charly.
IMG has already secured one new partner for the league in the form of Heineken-owned beer brand Tecate, which came on board as an official sponsor of Liga MX last week.
“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, US and global brands.”
In addition to Liga MX, IMG also handles global sponsorship sales for South America’s Copa Libertadores and Sudamericana competitions, Spain’s La Liga, the Chinese Super League (CSL) and Spanish champions Real Madrid.
Adolfo Bara, senior vice president of football events at IMG, added: “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.