Around the World: The sports market in Mexico
The sports market in Mexico presents a dynamic and expanding landscape, characterized by a passionate fan base and increasing commercial interest. While football reigns supreme, other sports like baseball and boxing command significant regional followings, creating diverse opportunities for engagement. The market is experiencing substantial growth, particularly in emerging segments such as sports analytics, which is projected to reach US$ 245.4 million by 2030.
For brands and investors, the Mexican sports market offers a fertile ground of opportunities. Sponsorship avenues are plentiful, especially around major events like the FIFA World Cup 2026. The burgeoning digital realm, including e-sports, presents novel ways to connect with younger audiences. Moreover, the increasing prominence of women’s sports opens up previously underutilized sponsorship potential.
However, navigating this market requires an understanding of existing challenges, such as funding limitations in certain sports, governance issues, and socioeconomic barriers to participation.
Market Overview
The global sports market is on an upward trend. Its valuation is projected to increase from $502.36 billion in 2024 to $558.59 billion by 2033, with a compound annual growth rate (CAGR) of 3.6% from 2025 to 2033.
Within the Mexican sports market, specific segments are experiencing rapid growth:
- Sports Analytics: Projected to reach US$ 245.4 million by 2030, with a CAGR of 25.2% from 2024 to 2030. In 2023, this market generated USD 51.0 million in revenue.
- Fantasy Sports: Anticipated to reach US$ 1,406.7 million by 2030, growing at a CAGR of 18.9% from 2024 to 2030, with a 2023 revenue of USD 419.1 million.
- Sports Streaming Platforms: Expected to reach US$ 1,478.7 million by 2030, with a CAGR of 10.5% from 2025 to 2030. The estimated revenue for this segment in 2024 is USD 820.8 million.
- Gambling Market (including Sports Betting): Projected to expand to USD 4.2 billion by 2033, with a CAGR of 4.56% between 2025 and 2033, following a market size of USD 2.7 billion in 2024. Online sports betting constitutes approximately 50% of this market.
These specific segments within the Mexican sports market are growing significantly faster than the overall economy.
Economic Factors
The Mexican sports market is significantly influenced by prevailing macroeconomic conditions. A growing GDP generally translates to higher disposable income among the populace, enabling increased expenditure on leisure and entertainment activities, including sports.
This manifests in greater spending on tickets for live events, the acquisition of sports merchandise, subscriptions to sports channels and streaming services, and active participation in sports and fitness pursuits. Furthermore, the ongoing trend of urbanization in Mexico leads to a concentration of potential fans in urban centers, fostering the development of sports infrastructure and facilitating the organization of sporting events. This concentrated fan base also enhances the reach and effectiveness of sports media and marketing initiatives.
The expansion of the middle class in Mexico has a dual impact on the sports market. Firstly, a larger middle class possesses greater discretionary income, a portion of which is allocated to sports-related consumption, thereby driving demand across various facets of the industry. Secondly, an increasing awareness of the importance of health and wellness is motivating more individuals to engage in physical activities and sports. This trend results in higher participation rates in recreational sports, a greater demand for fitness equipment and sports apparel, and an increased interest in sports as a form of healthy entertainment. The fact that “Exercise for Weight Loss” was identified as the top fitness trend in Mexico for 2024 underscores the growing health consciousness of the population and its influence on the sports and fitness market.
Government & Policy
Mexico’s constitution ensures access to physical activity and sports for all citizens, forming the basis for government initiatives that promote sports development and participation. Project Play México, partnering with the Sports Commission of the Mexican House of Representatives, emphasizes youth sports. The Comisión Nacional de Cultura Física y Deporte (CONADE) is the primary government body supporting sports and community health projects. Collaboration between the U.S. Mission to Mexico and local entities supports adaptive sports training programs, demonstrating international cooperation.
While these structures and initiatives exist, their overall effectiveness and impact on the Mexican sports market require further evaluation. Project Play México’s expert consultations and reports raise awareness about physical activity. U.S. government initiatives have fostered growth in adaptive sports, but historical underfunding suggests a need for expanded support to ensure equitable development across all sports disciplines and demographics.
Sports Participation & Fan Base
Football (soccer) is the most popular sport in Mexico, with the largest viewership, media coverage, and participation. Boxing is also highly popular, with a rich history and many renowned fighters. Baseball has a strong following, particularly in the northwest and southeast regions. Basketball, American football, mixed martial arts (MMA), and cycling have seen increased popularity, indicating diversified sporting interests. Traditional sports like charrería and bullfighting remain culturally significant but less widely popular.
After football, taekwondo is the second most practiced sport, followed by basketball and baseball. Physical conditioning activities like walking, running, swimming, and gym workouts are common. A 2024 survey of 1,266 adults (70% male, 30% female) showed significant engagement in fitness activities. While football dominates fan interest, many participate in various other sports and fitness regimens.
Sports fans in Mexico City are predominantly young (18-34) and male (58.3%). NFL fandom also skews male (around 70%) and towards the 25-34 age group, with Mexico City having a substantial NFL fan base. Socioeconomic factors, especially education and income, influence attendance at sporting events. Baseball is more popular in the northwest and southeast. Latino sports fans in the U.S., with cultural ties to Mexico, are generally younger and passionate about major league sports. This demographic information is crucial for brands and sponsors tailoring their marketing strategies.
The most popular Mexican athletes:
Based on sustained success, recent performance (leading into and during early 2025), media presence and general fan sentiment in Mexico, here are some of the athletes widely considered among the most popular currently (as of April 2025):
at the Very Top:
- Saúl “Canelo” Álvarez (Boxing): Remains arguably the biggest individual sports star in Mexico, a global boxing icon whose fights are major national events.
- Sergio “Checo” Pérez (Formula 1): His presence in a F1 team keeps him incredibly visible and popular, tapping into a growing motorsport fanbase.
Prominent Football (Soccer) Stars:
- Santiago Giménez: Performing well in European football (Feyenoord), making him a key figure for the national team and very popular, especially among younger fans.
- Hirving “Chucky” Lozano: Still a major name playing in Europe (PSV Eindhoven) and a fixture for the national team, maintaining high popularity.
- Guillermo “Memo” Ochoa: Despite his age, the veteran goalkeeper remains a hugely recognizable and often beloved figure for the national team.
Key Liga MX Stars: Players who are top performers or icons within Mexico’s domestic league also command significant popularity (e.g., André-Pierre Gignac – while French, he’s an icon in Mexico; Julián Quiñones, Henry Martín depending on current form and team success).
Other High-Profile Athletes:
- Isaac Paredes (Baseball): Performing well in Major League Baseball, boosting his profile significantly. Other Mexican MLB players also garner attention.
- Alexa Moreno (Gymnastics): Following her international success (including Olympics), she remains a respected and popular figure, especially when competing.
- Prominent Liga MX Femenil Players: Stars from the women’s football league are rapidly gaining popularity and recognition (e.g., Katty Martínez, Charlyn Corral – depending on current status and performance).
Sports sponsorship and commercialization
Sponsorship landscape:
The Mexican sponsorship market is active and diverse, particularly in football (soccer), the nation’s most popular sport. Key sponsors of Mexican soccer include uniform manufacturers like Puma, Charly, Nike, Pirma, Under Armour, Adidas and Umbro, as well as financial institutions such as BBVA Bancomer and Banamex. Other sponsors include cement manufacturers like Cruz Azul and Cemex, and the gaming industry, represented by casinos such as Caliente.
Major sponsors include both global brands (Nike, Adidas, AT&T) and leading Mexican corporations (Grupo Bimbo, Kavak). BBVA Bancomer’s sponsorship of Liga MX is a significant investment.
Grupo Bimbo’s sponsorship of the Mexican Olympic and Paralympic Committees in 2024 indicates a growing commitment from Mexican corporations. This reflects a maturing market where international and domestic brands leverage the popularity of Mexican sports.
Examination of sponsorship regulations and best practices:
Mexico lacks specific legislation governing sports sponsorship rights. Sponsorship agreements are primarily subject to the Federal Civil Code, which dictates contractual relationships. Therefore, it is essential for brands and sports organizations to create meticulously drafted sponsorship agreements that clearly outline the scope, rights, obligations, duration and terms for renewal or termination.
Best practices emphasize comprehensive and legally sound contracts that address all potential contingencies. These agreements should define deliverables, establish performance metrics, and include provisions for intellectual property rights, exclusivity and dispute resolution.
Successful sponsorships often involve a deep understanding of the local fan base, brand alignment with the sport or team and community engagement. Transparency and ethical conduct are vital for building trust and ensuring long-term success.
FIFA World Cup 2026 impact
Economic impact:
The FIFA World Cup 2026, co-hosted by Mexico, the United States and Canada, is expected to significantly impact the Mexican economy. Mexico anticipates approximately 5 million international visitors, injecting an estimated US$3 billion into the economy through spending on hospitality, transportation, retail and entertainment.
While specific job creation figures for Mexico are not detailed, the experience of other host regions suggests a similar positive impact on employment in Mexico’s host cities (Mexico City, Monterrey and Guadalajara). Significant investments are being made in upgrading sports infrastructure, notably Estadio Azteca in Mexico City. These developments, along with potential improvements in transportation and urban amenities, will contribute to economic activity.
Hosting the FIFA World Cup 2026 offers long-term benefits for Mexico’s sports sector. Infrastructure upgrades will provide improved facilities for future events. The World Cup’s scale and visibility are expected to elevate football’s profile, potentially increasing participation, fan engagement and strengthening the sporting culture. International exposure can attract further investment, sponsorships, media deals, and infrastructure projects, enhancing the quality and competitiveness of Mexican sports.
Business opportunities:
The FIFA World Cup 2026 will generate various business opportunities for brands and investors. Sponsorship opportunities will range from official event sponsorship to partnering with national teams or endorsing players. The tournament’s viewership and media attention will create marketing and advertising opportunities. Demand for sports-related infrastructure and services, including stadium upgrades, fan zones, transportation improvements, accommodation, security, and technology solutions, will increase. Merchandising and licensing opportunities will also be significant.
Beyond core areas, the World Cup will spur demand for specialized services and technologies. Opportunities for technology integration companies to provide smart transportation, cybersecurity, security technologies, and AI-driven analytics will arise. The influx of tourists will increase demand for tourism and hospitality services, including tailored experiences, hotel management systems, and cultural tourism packages.
To leverage the FIFA World Cup 2026, brands need strategic approaches. They should align brand messaging with the event’s values, create engaging fan experiences, partner with popular players or teams, and develop integrated marketing campaigns. Brands should focus on long-term associations, sponsor fan zones or cultural events, and leverage social media. Cultural sensitivity and authentic resonance with the local Mexican audience are paramount.
EMW’s Perspective
Few challenges, more opportunities in the mexican sports market
Despite its vibrancy, the Mexican sports market contends with significant hurdles that temper its full potential. A primary cluster of challenges revolves around resource limitations and accessibility. Chronic underfunding plagues many areas, notably impacting adaptive sports and restricting opportunities for athletes with disabilities. This financial gap extends to infrastructure; there’s a pressing need for more high-quality training centers and accessible community-level facilities across the country, limiting both talent development and broader participation. These infrastructure and funding gaps exacerbate socioeconomic barriers, where financial constraints and lack of access prevent many individuals, especially from lower-income backgrounds, from engaging in sports.
A second major area concerns governance, integrity and market imbalances. Issues with transparency and governance within some sports organizations persist, and scandals can damage public trust and the national sporting image, potentially deterring investment. The integrity of the fan experience is also challenged by persistent problems like ticket scalping, which continues despite regulations. Furthermore, the market suffers from an uneven focus, with disproportionate investment heavily favoring soccer, which can stifle the growth of other promising sports disciplines.
Finally, commercial and operational difficulties present obstacles. Sports entities grapple with the high cost of securing sponsorships, the inherent risk of controversies surrounding athletes or teams impacting brand image, and the difficulty in predicting sponsorship return on investment (ROI). Compounding this is an increasingly fragmented media landscape, making it harder for broadcasters and sponsors to effectively target and reach desired audiences.
Conversely, the Mexican sports market offers substantial avenues for growth and innovation. A significant opportunity lies in diversifying the sporting landscape. Beyond the dominant sports, there’s untapped potential in emerging disciplines like basketball, American football, MMA and cycling, which are gaining traction and creating new niches for investment and fan engagement. Critically, the ascension of women’s sports represents a major growth frontier. As female leagues and athletes gain visibility, they offer fresh, impactful opportunities for sponsorship, media coverage, and building dedicated fan communities.
Technological integration and digital engagement stand out as transformative opportunities. The adoption of sports technology is accelerating, from data analytics enhancing performance and fan insights (with the Mexican sports analytics market projected to grow significantly) to smart stadium features improving live experiences. The digital realm, including the booming e-sports sector and the expanding iGaming market, offers powerful tools. Leveraging online streaming, social media and competitive gaming allows for deeper engagement, particularly with younger demographics vital for future market growth.
Lastly, tapping into Mexico’s cultural assets presents further opportunities. The nation’s deep-seated passion for sports, combined with its rich cultural heritage, creates fertile ground for developing sports tourism. Attracting visitors for major events, training camps, or unique sports-related cultural experiences can unlock significant economic benefits for the sector.
