MLS, Liga MX Partnership: Great News For North American Soccer Business

What: Major League Soccer and Liga MX announced a long-term partnership designed to strengthen the sport in North America.
Why it matters: The agreement sends a clear message of unity to FIFA as the 2026 World Cup bid comes into focus.

The recently-announced partnership between MLS (@MLSand Liga MX (@LIGABancomerMXadds more than just a game between the leagues' respective champions. It represents the setting of a solid goal to work together to enhance the status of both organizations, and the entire North American continent, in world soccer.

“For MLS and its brand partners this is a huge entry point to connect with fans of Liga MX, who have been skeptical of the quality of play and of the pro teams from the U.S.," said Mario Flores, founder of Sportivo, a leading U.S. Latino marketing firm. "For Liga MX, it’s an opportunity to showcase their league and players to fans who might otherwise not tune in to watch a match. Soccer remains the number one sport of choice among Latinos so this is a very big opportunity, and another option for brands in the U.S. and Mexico to capitalize on the passion of futbol. This is very good news and I already see this as a win for MLS, Liga MX and fans of soccer. It’s really a no-brainer.”

[The Partnership]... represents the setting of a solid goal to work together to enhance the status of both organizations, and the entire North American region, in world soccer.

On that grand scale, the strategic agreement between the continent's two largest leagues is a great message to brands that want to market professional soccer across North America, particularly to a bilingual and multicultural audience. It helps lift MLS promotion by working closely with the most-watched North American soccer platform.

Subscribe to Portada's daily Sports Marketing Updates!

Courtesy Toronto FC

“Major League Soccer is proud to come together with Liga MX for this unprecedented partnership,” MLS Commissioner Don Garber (@thesoccerdonadded in a statement. “Together, we have a vision to elevate the popularity of our game to even higher levels in North America."

Liga MX president Enrique Bonilla agreed. "It's an opportunity for their champion to play our champion," he noted, "in a way that can really create enormous interest and attention for both leagues."

More events on the pitch are in the works, but the first is the annual event dubbed the "Campeones Cup" between the champions of each league, building on the mutual growing rivalry in the CONCACAF Champions League. The inaugural event will pit Toronto FC against either 2017 Apertura champion Tigres UANL or the winner of the current 2018 Clausura Liga MX season at Toronto's BMO Field on September 19.

Liga MX under-20 teams will also participate during MLS All-Star Week as the annual opponent in the MLS Homegrown Game, to be held this year on August 1 at the Mercedes-Benz Stadium in Atlanta.

Check out the stars of Portada's Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!


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.