MEXICO COWBOYS BRANDING
The Mexican Football Federation (FMF) has signed a four-year deal that will see the national soccer team play annual matches at the AT&T stadium in Dallas, Texas.
The agreement, brokered by the Major League Soccer (MLS)-owned Soccer United Marketing, will see the team play one match a year at the home of the National Football League’s (NFL) Dallas Cowboys through 2022, starting from next year.
The deal aims to build on the Mexican team’s popularity and commercial potential in the States by providing an annual Super Bowl of sorts for fans, which will include a fan festival in downtown Dallas whenever the team is playing in the US city.
In addition, the Mexican team will participate in year-round community initiatives involving the local Hispanic population, while MLS franchise FC Dallas will host watch parties geared towards sustaining the city as a hub for Mexico fans. The Mexican soccer team have a strong following in the US, and their five games in the country this year, most recently at Nissan Stadium in Nashville, Tennessee, averaged 63,500 fans a game.