El Tri Will Tweet in English to Grow Market Share In the U.S. Even More

What: The Mexican National soccer team "El Tri" will tweet in English at @MiSeleccionMXEN.
Why it matters: Liga MX is continuing its push in the U.S., with a reported 40 million fans stateside, and English language social media can grow that further.

The most watched soccer in the United States continues to be not Major League Soccer (@MLS) or the Premier League (@premierleague) or Bundesliga (@Bundesliga_EN), but Liga MX (@ligabancomermx). It’s high quality of play and rabid following not just by fans of Mexican clubs but by hardcore soccer fans and casual observers as well, has given Mexico a very unique place in the history of North American sport and in the U.S., a market that remains one of the two fastest growing in the world, Liga MX has been a hit for partners and clubs alike.

Now with the FIFA World Cup coming and the United States on the outside looking in for the event this summer, the Mexican national team could be in for another big run not just on the pitch but in their brand building as well. Delta, Nissan, AT&T and All State are just some of the mainstream brands who see the multicultural branding opportunities not just for World Cup partnerships but also for all the lead up to the games.

The English language channels will help push the branding opportunities not just for the team, but also for Soccer United Marketing who has been representing the team for 16 years.

One issue has been the lack of English language social channels to market the club to a mixed audience, a step many of the world’s elite clubs have taken and have made a key part of brand engagement. Now El Tri will take that step as well, once which will be a boon to U.S. multicultural growth as we head toward Russia.

As of late last week, Mexico now will tweet in English at @MiSeleccionMXEN and post on Facebook as "Mexico's national team" with the same tag as the Twitter handle.

"Well, basically there are more than 40 million fans of the Mexican national team in the United States. We practically have two territories — Mexico and the United States — because of the amount of fans we have in both countries," Guillermo Cantu, the general secretary of the Mexican federation, said at a news conference last Thursday. "We could call it our second home.”

The English language channels will help push the branding opportunities for the team and for Soccer United Marketing, who has been representing the team for 16 years. The team will be able to maximize that exposure and push their English language channels when they play Wales in a World Cup tune up on May 28 at the Rose Bowl in Pasadena, California,  El Tri returns home to Mexico City for a send-off match match against Scotland on June 2 in the Estadio Azteca before playing at Denmark on June 9. They open play against Germany on June 17.

Main image courtesy femexfut.org.mx

Jerry Milani

Jerry Milani is a freelance writer and public relations executive living in Bloomfield, N.J. He has worked in P.R. for more than 25 years in college and conference sports media relations, two agencies and for the International Fight League, a team-based mixed martial arts league, and now is the PR manager for Wizard World, which runs pop culture and celebrity conventions across North America. Milani is also the play-by-play announcer for Caldwell University football and basketball broadcasts. He is a proud graduate of Fordham University and when not attending a Yankees, Rams or Cougars game can be reached at Jerry (at) JerryMilani (dot) com.

MORE FROM PORTADA

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.


Loyalty, Brand Preference and the Economy Segment Traveler  

Loyalty, Brand Preference and the Economy Segment Traveler  

With the tremendous growth of economy segment hotels and low-cost air carriers, hotel and travel companies as well as the airlines, have begun to take notice and adapt to this expanding segment of travelers. To ensure that their brands stand out and become the best choice for these travelers, players in the travel industry are delving deeper into loyalty, personalization and brand preference in the economy travel segment.


Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Gatorade’s Jill Leccia: “We Promote Sports Within Young Soccer Players and Document Their Amazing Stories”

Jill Leccia, Gatorade Sr. Director of PepsiCo Latin America Beverages, talked to Portada about the process of creating a global marketing campaign that's also aware of consumer's individual needs. Today it is more important than ever for brands to connect with consumers at a personal level while keeping local idiosyncrasies in mind but within a global context.