What: El Tri announced a deal to play four matches at AT&T Stadium, home of the NFL's Dallas Cowboys.
Why it matters: It's the latest in a series of initiatives by North American based leagues looking to further connect with Latino fans, still the largest growing population in the U.S.
While the CFL (), MLB () and even the NFL () look south for new fans and audiences, North Americas most popular soccer club is putting down more consistent business stakes in the U.S. On Wednesday, the Mexican National team, whose rights are marketed partially by Soccer United Marketing (SUM), announced a deal to play four matches, one per year through 2022 — at AT&T Stadium, the 80,000-seat home of the Dallas Cowboys ().
The agreement for “El Tri,” () will also include cross promotions with the Cowboys, special festivals and community programs in and around Dallas, as well as some promotions with FC Dallas () as well.
Bringing National team players who can be role models to a community that may not connect first with Cowboys players will provide a great bridge.
The move to have a consistent presence not that far north of Mexico for the team, will also be great added value for the national teams business partners like Adidas AG (), AT&T Inc. (), Coca-Cola Co. (), Nissan Motor Co. (), Delta Air Lines Inc. (), Home Depot Inc. () and Wells Fargo & Co. (), and can help again grow the presence of Liga MX () in the U.S., where their games are already the most viewed North American soccer matches on television. It also sets up a great entrée for international soccer in the U.S. as North America preps to host the 2026 World Cup ().
The partnership will be a great win for the local community that is increasingly bilingual, and can identify with soccer as their sport of choice in homes where English and Spanish are spoken. Bringing National team players who can be role models to a community that may not connect first with Cowboys players will provide a great bridge.
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"We look to partner with a lot of the ISD, schools and systems within the area to create those programs and the Mexican National team has agreed to work with us through that and be able to expose some of those children with the national team and help with reading," Monica Paul, Dallas Sports Commission executive director said.
For the Cowboys, in addition to bringing new faces and filling additional dates at AT&T Stadium, the partnership will enhance their community efforts on both sides of the border as they, and the NFL, look to further connect with Latino fans, still the largest growing population in the U.S. It's a step forward in making “Americas team” more of “Mexicos team” than they are (dont forget the Houston Texans have the closest proximity to the border), with the L.A. Rams () and Chargers () also looking to grow into the added value of Mexico as well) today.
It makes great business sense for all, with consistency and elite brands sharing a stage with no downside.
Fútbol and football keep growing together.
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Joe Favorito @joefav
Joe Favorito has over 32 years of strategic communications/marketing, business development and public relations expertise in sports, entertainment, brand building, media training, television, athletic administration and business. The Brooklyn, New York native has managed the day-to- day activities in strategic communications for: Two of the worlds hallmark sports and entertainment brands (the New York Knickerbockers and Philadelphia 76ers), the worlds largest professional sport for women (the WTA Tour), the worlds largest sports National Governing Body (the United States Tennis Association) and the worlds largest annual sporting event (the US Open). He also oversaw the strategic planning, investor relations, communications and digital business development of the International Fight League during its two year run as a Mixed Martial Arts venture and a publicly traded company. Favorito serves on the boards of the Weinstein Carnegie Group, New York Sports Venture Capital, the National Sports Marketing Network, the Drexel University Sports Business program, and Columbia Universitys Sports Management program (where he is an instructor in Strategic Communications and Director of Industry Relations). Joe also maintains a well trafficked blog on the sports marketing and publicity field, “Sports Marketing and PR Roundup,” on the website joefavorito.com, as well authoring the first- ever text on the sports publicity industry (“Sports Publicity” published in August 2007 by Reed Elsevier and updated in 2012 by Taylor Publishing with a third printing coming in 2018), which is used in over 60 sports management programs in the U.S. He has been a guest speaker on sports marketing, social media and communications at a host of institutions, including Princeton University, the Wharton School at the University of Pennsylvania, Georgetown University, the University of Florida Law School, New York University, the Stanford University Graduate School of Business and many others. He is also a frequent spokesperson on the industry for publications ranging from Ad Age and The New York Times to NPR and CBS News. A graduate of Fordham University, Joe, his wife and two children reside in River Vale, New Jersey.