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Anheuser-Busch Strengthens Soccer Presence with Renewed Mexican Football Federation Partnership

Americaís leading brewer deepens its commitment to Mexican soccer fans with partnerships with both the Mexican Men and Womenís National Teams in the United States.


Anheuser-Busch is proud to announce its renewed commitment to the Federacion Mexicana de Futbol (FMF), known in English as the Mexican Football Federation, as the official beer partner for the Mexican Menís National Teamís U.S. Tour, as well as a new agreement with the Mexican Womenís National Team in the United States. With the multi-year marketing partnerships, Anheuser-Busch will bring unparalleled experiences for 21+ fans to support the Mexican menís and womenís teams when playing in the United States.†

ďSince the beginning of our relationship, the Mexican Football Federation has been a world-class partner and weíre excited to be strengthening our commitment and help stage the Womenís National Teamís U.S. Tour,Ē said Matt Davis, Head of Sports Marketing at Anheuser-Busch. ďThe Mexican Teamís fanbase is incredibly passionate within the U.S. and itís only continuing to grow. We are committed to ensuring fans have unrivaled opportunities to support their teams as we prepare for the international friendlies and tournaments.Ē†

The Mexican Menís National Teams annual MexTour, which this year celebrates its landmark 20th edition, averages more than 50,000 fans per stop. And 2023 marks the inaugural year of the Mexican Womenís National Teamís yearly MexTour W tour across the United States.††

With over 20 million 21+ fans in the U.S., and a growing fan base of 6.5% year over year, Anheuser-Busch believes Mexican soccer fans are an integral part of the sports market. With this renewed sponsorship, Anheuser-Busch seeks to elevate the Mexican soccer fan experience in markets through the U.S., with particular focus in the southwest. Throughout the season, 21+ fans can expect to see exciting stadium developments, fan celebrations, player partnerships, and custom digital content across a variety of Anheuser-Busch brand social platforms.†

  • Stadium Integration†
  • U.S. stadiums hosting Mexican Menís National Team U.S. Tour games will feature Bud Light viewing sections as well as custom videoboard, concourse displays, LED ribbons, fan engagement activations such as Futbol Fiesta and branded merchandise, such as signed jerseys and co-branded gear.†
  • MexTour Watch Parties†
  • Throughout 2023, Bud Light, the #1 best-selling beer brand in the industry, will host watch parties for 21+ Mexican National Team fans across the United States.†
  • Digital Content†
  • Social and digital content will be promoted throughout the season on Mexican National Teamís social channels, highlighting the Bud Light x MNT Fan Parties as well as custom player and team content and more.†

ďWe are thrilled to be continuing our relationship with Anheuser-Busch who keeps demonstrating their unique ability to bring fanbases closer to the sport they love,Ē said Enrique Nieto, Director of Strategic Partnerships for FMF. ďMexican soccer fans are some of the most passionate and devoted in the entire world, and we look forward to seeing how Anheuser-Busch helps us enhance the fan experience throughout the entire U.S. TourĒ.†

Grupo Modelo, an Anheuser-Busch InBev company, will continue its sponsorship of the Mexican Football Federation outside of all U.S.-based events and marketing.††

About Anheuser-Busch†

At Anheuser-Busch, our purpose is to create a future with more cheers. We are always looking to serve up new ways to meet lifeís moments, dream big to move our industry forward, and make a meaningful impact in the world. We hope to build a future that everyone can celebrate, and everyone can share. For more than 160 years, Anheuser-Busch has carried on a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. Today, we own and operate more than 120 facilities, including breweries, wholesaler distribution centers, agricultural facilities and packaging plants, and have more than 19,000 colleagues across the United States. We are home to several of Americaís most loved beer brands, including Budweiser, Bud Light, and Michelob ULTRA, as well as a number of regional brands that provide beer drinkers with a choice of the best-tasting craft beers in the industry. From responsible drinking programs and emergency drinking water donations to industry-leading sustainability efforts, we are guided by our unwavering commitment to supporting the communities we call home. For more information, visit or follow Anheuser-Busch on LinkedIn, Twitter, Facebook and Instagram.†

About Soccer United Marketing (SUM)†

Soccer United Marketing (SUM), the commercial arm of Major League Soccer, is the preeminent commercial soccer enterprise in North America, overseeing the commercialization, marketing, promotion and operational execution of the regionís most successful soccer entities. SUM holds the exclusive rights to Major League Soccer, the Mexican National Teams (for the U.S. market), Leagues Cup, Campeones Cup and Concacaf Properties (including Gold Cupô, Nations League Finals, Concacaf Champions League and Concacaf W).†In addition, SUM held the promotional and commercial rights to the highly successful 2016 Copa America Centenario.†

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