January 9 – T-Mobile US has become an official sponsor of Liga MX in the US in a deal brokered by Spanish-language media giant TelevisaUnivision which will also see the telecoms operator broadcast live matches under its Metro by T-Mobile brand.
At the end of last year TelevisaUnivision struck a groundbreaking deal to exclusively represent Liga MX’s commercial rights in the US. Broadcast and sponsorship rights are traditionally separated to different sales agencies, though this partnership shows how increasingly integrated they are becoming.
The T-Mobile deal is the first one completed by TelevisaUnivision and kicked off at the weekend with the second half of the Liga MX season, the Torneo Clausura.
The broadcast sponsorship sees T-Mobile have the presenting position on TelevisaUnivison’s pre-game show ‘Futbol Central’ as well as “custom in-game enhancements” across more than 300 matches.
The sponsorship will also give T-Mobile US significant positions around Festival de Campeones (Liga MX’s Championship Week) and on-site activation opportunities across the year through Liga MX viewing parties.
“Aligning with Liga MX is an amazing opportunity for T-Mobile to reach and forge connections with a passionate fanbase that continues to grow in the United States,” said Jose Luis Los Arcos, Senior Vice President of Sports Partnerships at TelevisaUnivision. “We’re excited to work together to bring this partnership to life and for T-Mobile to leverage our one-stop shop of solutions to deliver high-impact 360 activations.”
Liga MX and its clubs have always had a strong following by the hispanic communities in the US and have taken steps to widen that following and build a stronger commercial base as the US market rapidly embraces football and the MLS provides a stronger domestic league footprint.
“We’re thrilled to be the first official U.S. sponsor of Liga MX and help deliver hundreds of matches to the Hispanic community,” said Mike Belcher, SVP, Business Development and Partnerships at T-Mobile.
“As the top wireless provider for Spanish-speaking customers, we’re committed to showing our support for the Hispanic community and what matters most to them. Our sponsorship will allow us to connect with soccer fans and their unparalleled passion for the game.”
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