The NFL Seeks More Mexican Brand Sponsorship

By Elliot Bullman

The NFL wants to attract more sponsors in Mexico, where it already has 27 million followers, 10 percent more than 5 years ago.

Sabritas, Pepsi and Dodge are some of the Mexican companies that currently support the NFL. The NFL is keen to have secure more Mexican brands to sponsor it.

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The NFL in Mexico has 27 million followers, 10 percent more than it was 5 years ago. Bud Light, Sabritas, Pepsi, Movistar and Dodge are among the 34 sponsors of the NFL in Mexico.

In general, this exposure allows brands to raise their recognition among consumers between 2 and 5 percentage points. These types of alliances support the development of brands in Mexico, said Arturo Olivé, NFL director in Mexico.

"Partnering with a brand that allows you to reach demographic sectors that did not reach or reinforce your message, gives us some opportunities to relate to your brands, helps us in both directions how to keep growing together," he explained.

Nielsen says that almost half of the NFL’s fans actively seek more information about brands that sponsor sporting events and 67 percent could choose the products of a sponsor over their competitors just for being linked to the NFL.

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Almost 10 years ago, when Arturo Olivé became director at the offices of the National Football League (NFL) in Mexico, there were only seven sponsors and around 10 million of American football fans.

Ulises Harada Carranza, director and founder of the portal Primero and Ten says that; “the average NFL fan is a person with high purchasing power and professional training: they can spend between 5 thousand and 10 thousand pesos a year on items related to their team or the league."

In 2011 PepsiCo and the NFL renewed their sponsorship partnership for a period of 10 years in all markets where the league has a presence, including Mexico. With the sponsorship, the multinational aims to strengthen the presence of its Pepsi and Sabritas brands.

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"NFL is a platform that allows us to collectively activate and activate our brands collectively as a single power," said Indra Nooyi, group CEO, when PepsiCo confirmed the agreement.

In Mexico, Pepsi increased its sales volume 4.2 percent in the second quarter of 2017 and doubled the progress of Coca Cola, while Sabritas is the leading snack company in the country, concentrating 67 percent of the market.

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