The Mexican Football League Liga MX appoints the New York-based sports management company IMG – International Managing Group as its exclusive commercial agency for global sponsorships until 2023. As per this deal, IMG will also market packages for the women’s Liga MX Femenil, the second-tier Expansión MX, and the E-Liga MX esports competition.
The New York-based agency that is a 50:50 joint venture with the Indian conglomerate Reliance Industries have already started working for Liga MX . The agency secured the first new partner for the league in the form of Heineken-owned beer brand Tecate as an official sponsor of Liga MX last week.
As of now, the deal constitutes the agency with Liga MX for the next three years. If IMG play their cards right and increase the value of the league, it will be for the next five years, says Adolfo Bara, senior vice-president of football events at IMG. Bara said, “This sophisticated new Liga MX partnership offering has been received extremely well. Liga MX’s following in Mexico and strong brand loyalty in the US makes it a unique product in the global football marketplace.”
Apart from the Liga MX, IMG also handles global sponsorship sales of some of the top leagues such as Spain’s La Liga and the Chinese Super League. The agency also handles the sponsor sales of Copa Libertadores and Copa Sudamericana competitions. IMG also manages the sponsorship trades of the Spanish champions Real Madrid.
Liga MX president Mikel Arriola is excited about the deal. He said, “IMG brings a wealth of regional and global experience, expertise, and resources within and beyond the football world. We are excited to be working with their extensive global sales network to develop more strategic, robust sponsorship opportunities for Mexican, US, and global brands.”