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 (@CFL), MLB (@MLBand even the NFL (@NFLlook south for new fans and audiences, North America’s 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 (@dallascowboys).

The agreement for “El Tri,” (@FMFwill also include cross promotions with the Cowboys, special festivals and community programs in and around Dallas, as well as some promotions with FC Dallas (@FCDallasas 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 team’s business partners like Adidas AG (@adidas), AT&T Inc. (@ATT), Coca-Cola Co. (@CocaCola), Nissan Motor Co. (@NissanUSA), Delta Air Lines Inc. (@Delta), Home Depot Inc. (@HomeDepotand Wells Fargo & Co. (@WellsFargo), and can help again grow the presence of Liga MX (@LigaMxEngin 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 (@FIFAWorldCup).

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.

Join us at PORTADA LOS ANGELES on March 15, 2019 at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics. Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms”. Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

“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 “America’s team” more of “Mexico’s team” than they are (don’t forget the Houston Texans have the closest proximity to the border), with the L.A. Rams (@RamsNFLand Chargers (@Chargersalso 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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What: More than 100,000 signatures were turned in to the county Registrar of Voters office in San Diego to promote the SoccerCity development proposal in Mission Valley.
Why it matters: If nearly 72,000 of the signatures prove to be valid, the city of San Diego would be one step closer to getting a new hybrid professional soccer-college football stadium.

Ever since the NFL Chargers decided to leave San Diego in January, and move to Los Angeles-after 56 seasons in San Diego- there have been questions about the future of the Qualcomm Stadium as San Diego sports fans have been left without a strong team to follow. However, a development group led by Nick Stone, La Jolla businessman Mike Stone, former Qualcomm President Steve Altman, technology entrepreneurs Massih and Masood Tayebi, Padres owner Peter Seidler and retired soccer great Landon Donovan, want to bring the stadium back to live and transform it into SoccerCity, a hybrid professional soccer-college football stadium with residences, office space, parkland and an entertainment zone.

Nominate your candidates! Call for Entries: 2018 Golazo International Soccer Award!

“The fact that more than 100,000 people signed the petition in less than two week’s time speaks volumes to the enthusiasm that San Diegans feel for this proposal, which will bring the world’s most popular sport — soccer — to San Diego, and provide a new home for SDSU football, all at no cost to taxpayers,” Nick Stone said.

Because of high maintenance costs, city officials believe the Qualcomm Stadium should stop operating after the 2018 college football season is over.

If close to 72,000 of the signatures prove to be valid, the San Diego City Council would have to either approve the replacement stadium or have voters decide on the stadium’s future in an election.

Until the new stadium is approved and built, San Diego State’s football team is planning to play two seasons in Petco Park.

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Feature image: @SoccerCitySD