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LOS ANGELES (March 25, 2025) — The Federación Mexicana de Futbol (FMF) and Soccer United Marketing (SUM), the commercial arm and partner of Mexico’s annual U.S. Tour for more than two decades, today announced a multiyear partnership with El Mexicano Brand®, a leader in authentic Mexican food products. This collaboration brings together El Mexicano® Brand and the Mexican National Soccer Teams, creating a dynamic partnership that will excite fans across the U.S.
As the official dairy sponsor, El Mexicano Brand® will be part of both MexTour and MexTour W, which features the Mexican National Men’s and Women’s Teams competing in cities throughout the U.S., providing soccer fans with memorable experiences. MexTour is recognized as one of the most successful sports properties in North America thanks to its estimated fan base of 65 million people1 and momentum around MexTour W continues as it enters its third year in 2025 with strong cross-over2 interest.
“We are excited to partner with the Mexican National Teams for this special collaboration,” said Gustavo Marquez Jr., CEO of Marquez Brothers International, Inc. owner of El Mexicano Brand®. “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.”
El Mexicano Brand® will offer fans a chance to enjoy its wide range of traditional and authentic Mexican food products while experiencing the thrill of the game. El Mexicano® Brand has been a trusted household favorite for over 40 years, bringing authentic sabor to every table. Through exciting in-stadium events, exclusive promotions, and special activations, we are creating unforgettable moments where food, culture and fútbol come together. Fans will connect with the team and brand while celebrating the passion of fútbol and enjoying the best in #AuthenticSabor!
“As the popularity of the Mexican National Teams in the U.S. continues to soar leading into this summer’s Gold Cup and next summer’s World Cup, Soccer United Marketing is excited to announce El Mexicano® Brand as the FMF’s newest partner,” said Carter Ladd, Soccer United Marketing Chief Revenue Officer. “El Mexicano® is a brand that understands the impact and passion that follows the Mexican National Teams and their MexTour events, and this authentic partnership will further cement both brands’ beloved position in the hearts, minds and culture of fans.”
Now in its 22nd edition, MexTour has delighted fans across the U.S. with marquee matches against top opponents at world-class venues, with several U.S. stadiums scheduled to host the 2026 FIFA Men’s World Cup matches. Supporters have responded with an average attendance of nearly 50,000 per match in the last decade, and MexTour and MexTour W matches will offer soccer fans the chance to enjoy live events, exclusive content, and engaging experiences from El Mexicano Brand®.
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