U.S. HISPANIC
TelevisaUnivision and Liga MX sign landmark partnership to bring official commercial rights to market in the U.S.
Maribel Ramos-Weiner| 21 de octubre de 2022
Dan Riess de TelevisaUNivision
TelevisaUnivision announced a landmark partnership with Liga MX in which it will exclusively bring the Mexican soccer league’s commercial rights to market in the United States. Through this partnership, TelevisaUnivision will deliver a one-stop-shop for brands to tap into Liga MX’s massive fan base through IP-driven media, experiential, retail activations, and more.
This initiative expands upon the company’s longstanding relationship with Liga MX, the most watched Soccer league in the U.S., and its Clubs as well as bolsters the comprehensive suite of advertising and marketing capabilities it offers for brands to meaningfully engage with U.S. Hispanics.
“Our mission is to make it easy for brands to grow with U.S. Hispanics. And there is a no better opportunity to engage this consumer base than with the most-watched soccer league in the U.S. Now, we can help marketers bring the official marks of Liga MX to millions of passionate fans in America,” said Dan Riess, EVP and Chief Growth Officer of U.S. Advertising at TelevisaUnivision.
“International expansion is a priority for Liga MX and its Clubs and partnering with TelevisaUnivision will allow us to establish stronger connections with soccer fans in the U.S. while unlocking growth opportunities for our League to prosper and reach new heights,” said Mikel Arreola, president of Liga MX.
TelevisaUnivision’s U.S. Networks have broadcasted Liga MX games to soccer fanatics in the country for over 3 decades. The company currently holds the U.S. rights to 13 of the 18 clubs in the League, producing and distributing over 220 games every year across all TelevisaUnivision platforms, including Univision, Unimas, TUDN, ViX, ViX+, and TUDN Radio. This new partnership includes global rights except for Mexico, where the league represents its own assets.
“Our commercial partnership with Liga MX started in 2015 with the launch of its ultimate championship, Liga MX Campeón de Campeones, which is now played in the U.S. every year. We are thrilled to be able to evolve our relationship with the League and bring it closer to its fans and commercial partners in more ways than ever before,” said Marco Liceaga, SVP of Sports Growth Enterprises at TelevisaUnivision.
