Roger Hampel
Photo Credit: MLS
The Federación Mexicana de Futbol (FMF) and Soccer United Marketing (SUM) have announced a new multiyear commercial partnership with El Mexicano Brand®, making the California-based food company the official dairy sponsor of the Mexican National Men’s and Women’s Teams in the United States. The collaboration will span across both the MexTour and MexTour W properties, with a focus on fan engagement, in-stadium activations, and brand visibility throughout the U.S.
A Strategic Partnership for Regional Market Penetration
The deal reflects FMF’s long-term strategy of building localized sponsorships in the U.S. market, where the Mexican National Team has one of the largest and most active football fan bases outside of Mexico. The MexTour, now entering its 22nd edition, regularly draws average match attendance of nearly 50,000, and includes stops in major U.S. cities that are also host venues for the 2026 FIFA World Cup.
El Mexicano’s presence across MexTour events offers the brand an opportunity to activate with a built-in Hispanic audience, blending football, food, and cultural identity. The company has a legacy of over 40 years in the U.S. market and is widely recognized in Latino households for its traditional Mexican dairy products and other food offerings.
Commercial Significance of MexTour and MexTour W
The partnership includes integration into both the men’s and women’s national team tours, with MexTour W now in its third year, reflecting growing momentum around women’s football in North America.
For El Mexicano, this partnership allows the brand to:
Engage with over 65 million U.S.-based fans of the Mexican National Teams
Gain exclusive access to live matches and event-based marketing platforms
Deliver brand activations focused on in-stadium experiences, promotions, and digital content
Strengthen its association with Mexican heritage and community values through football
Statements from Industry Leaders El Mexicano
Gustavo Marquez Jr., CEO of Marquez Brothers International, Inc., described the collaboration as a natural fit between cultural cornerstones:
“Soccer is a cornerstone of Mexican culture, and the MexTour unites fans in a celebration of pride, heritage, and community. We look forward to sharing our authentic products with fans during this amazing event.”
Carter Ladd, Chief Revenue Officer of Soccer United Marketing, added:
“El Mexicano is a brand that understands the impact and passion that follows the Mexican National Teams and their MexTour events. This authentic partnership will further cement both brands’ beloved position in the hearts, minds, and culture of fans.”
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