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T-Mobile named Liga MX sponsor in US in TelevisaUnivision-brokered deal

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Telco T-Mobile US has been named the official wireless sponsor of Liga MX in the United States in a deal brokered by Spanish-language media and content company TelevisaUnivision.

It is the first commercial partner that TelevisaUnivision has secured for Liga MX following a landmark partnership announced in October to bring the Mexican soccer league's commercial rights to market in the US in a much larger and more unified fashion.

As part of the agreement, T-Mobile will activate under Metro by T-Mobile as the lead brand.

The partnership kicks off on January 6 with the presenting position of TelevisaUnivison’s pre-game show Futbol Central ahead of the start of Liga MX’s Torneo Clausura, which begins with Necaxa facing San Luis in a match being aired on TUDN at 8pm ET.

In addition, T-Mobile will gain custom in-game enhancements during Torneo Clausura and will span the 300-plus matches across the league’s various designations.

Additionally, T-Mobile will also have significant positions around Liga MX’s Championship Week Festival de Campeones, and on-site activation opportunities across the year through Liga MX viewing parties in select markets.

“We’re thrilled to be the first official US sponsor of Liga MX and help deliver hundreds of matches to the Hispanic community,” said Mike Belcher, T-Mobile senior vice president of business development and partnerships. “As the top wireless provider for Spanish-speaking customers, we’re committed to showing our support for the Hispanic community and what matters most to them. Our sponsorship will allow us to connect with soccer fans and their unparalleled passion for the game.”

The TelevisaUnivision-Liga MX partnership will allow brands to tap into Liga MX’s large fanbase through media, retail activations, sponsorships, and more, seeking to create what the parties are calling a “one-stop shop” to do business with the property in the US. Liga MX is the most-watched soccer league in the US.

“Aligning with Liga MX is an amazing opportunity for T-Mobile to reach and forge connections with a passionate fanbase that continues to grow in the United States,” said Jose Luis Los Arcos, TelevisaUnivision senior vice president of sports partnerships. “We’re excited to work together to bring this partnership to life and for T-Mobile to leverage our one-stop shop of solutions to deliver high-impact 360 activations”.

Liga MX currently earns $315m (€299m) to $330m per year in global media rights revenue, and the league had been linked with private equity firm Apollo Global Management to plan a $1.25bn investment for the league’s commercial rights.

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