June 13 – The 2025 Gold Cup has entered uncharted commercial territory after Concacaf struck a landmark deal with Mexican sports betting giant Caliente.mx – the first time a gambling platform has officially sponsored the region’s premier national team competition.
The Caliente.mx deal represents a significant shift in Concacaf’s commercial strategy as North American sports continue embracing betting partnerships that remain taboo in many global markets.
“The Gold Cup is the tournament that unites our region through football, passion, and national pride,” said Concacaf chief commercial officer Heidi Pellerano. “We’re excited to welcome Caliente.mx as an official sponsor for the 2025 edition and to continue creating unique experiences for the millions of fans who live and breathe this tournament.”
For Caliente.mx, Mexico’s dominant sports entertainment platform, the deal represents a major statement of intent. The company has built its reputation on innovation and responsible gaming practices, positioning itself as the natural choice for Concacaf’s betting debut.
“We are proud to be the first sports betting platform to sponsor the Gold Cup, a tournament that represents the best of football in our region,” explained Fernanda Sainz, Caliente’s Chief Commercial Officer. “This partnership is a unique opportunity to take the excitement of the game to the next level and connect with fans through respect, commitment, and responsible entertainment.”
The timing reflects broader industry trends as sports betting normalization accelerates across North America. What once seemed inconceivable as Nevada and New Jersey held the gambling monopoly in the U.S, the opening of regulated online betting markets has made football’s governing bodies increasingly comfortable partnering with gambling operators.
The tournament runs from June 14 to July 6, featuring 16 national teams competing for regional supremacy. Eight survivors will advance to knockout rounds, with Houston hosting the final showpiece.
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