Press Releases

March 21, 2023

Anheuser-Busch Strengthens Soccer Presence with Renewed Mexican Football Federation Partnership

Anheuser-Busch Strengthens Soccer Presence with Renewed Mexican Football Federation Partnership

America’s leading brewer deepens its commitment to Mexican soccer fans with partnerships with both the Mexican Men and Women’s National Teams in the United States.  

NEW YORK, New York (March 21, 2023) – Anheuser-Busch is proud to announce its renewed commitment to the Federacion Mexicana de Futbol (FMF), known in English as the Mexican Football Federation, as the official beer partner for the Mexican Men’s National Team’s U.S. Tour, as well as a new agreement with the Mexican Women’s National Team in the United States. With the multi-year marketing partnerships, Anheuser-Busch will bring unparalleled experiences for 21+ fans to support the Mexican men’s and women’s teams when playing in the United States. 

“Since the beginning of our relationship, the Mexican Football Federation has been a world-class partner and we’re excited to be strengthening our commitment and help stage the Women’s National Team’s U.S. Tour,” said Matt Davis, Head of Sports Marketing at Anheuser-Busch. “The Mexican Team’s fanbase is incredibly passionate within the U.S. and it’s only continuing to grow. We are committed to ensuring fans have unrivaled opportunities to support their teams as we prepare for the international friendlies and tournaments.” 

The Mexican Men’s National Teams annual MexTour, which this year celebrates its landmark 20th edition, averages more than 50,000 fans per stop. And 2023 marks the inaugural year of the Mexican Women’s National Team’s yearly MexTour W tour across the United States.  

With over 20 million 21+ fans in the U.S., and a growing fan base of 6.5% year over year, Anheuser-Busch believes Mexican soccer fans are an integral part of the sports market. With this renewed sponsorship, Anheuser-Busch seeks to elevate the Mexican soccer fan experience in markets through the U.S., with particular focus in the southwest. Throughout the season, 21+ fans can expect to see exciting stadium developments, fan celebrations, player partnerships, and custom digital content across a variety of Anheuser-Busch brand social platforms. 

  • Stadium Integration 
  • U.S. stadiums hosting Mexican Men’s National Team U.S. Tour games will feature Bud Light viewing sections as well as custom videoboard, concourse displays, LED ribbons, fan engagement activations such as Futbol Fiesta and branded merchandise, such as signed jerseys and co-branded gear. 

  • MexTour Watch Parties 
  • Throughout 2023, Bud Light, the #1 best-selling beer brand in the industry, will host watch parties for 21+ Mexican National Team fans across the United States. 

  • Digital Content 
  • Social and digital content will be promoted throughout the season on Mexican National Team’s social channels, highlighting the Bud Light x MNT Fan Parties as well as custom player and team content and more. 

“We are thrilled to be continuing our relationship with Anheuser-Busch who keeps demonstrating their unique ability to bring fanbases closer to the sport they love,” said Enrique Nieto, Director of Strategic Partnerships for FMF. “Mexican soccer fans are some of the most passionate and devoted in the entire world, and we look forward to seeing how Anheuser-Busch helps us enhance the fan experience throughout the entire U.S. Tour”. 

Grupo Modelo, an Anheuser-Busch InBev company, will continue its sponsorship of the Mexican Football Federation outside of all U.S.-based events and marketing.  

About Anheuser-Busch 

At Anheuser-Busch, our purpose is to create a future with more cheers. We are always looking to serve up new ways to meet life’s moments, dream big to move our industry forward, and make a meaningful impact in the world. We hope to build a future that everyone can celebrate, and everyone can share. For more than 160 years, Anheuser-Busch has carried on a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. Today, we own and operate more than 120 facilities, including breweries, wholesaler distribution centers, agricultural facilities and packaging plants, and have more than 19,000 colleagues across the United States. We are home to several of America’s most loved beer brands, including Budweiser, Bud Light, and Michelob ULTRA, as well as a number of regional brands that provide beer drinkers with a choice of the best-tasting craft beers in the industry. From responsible drinking programs and emergency drinking water donations to industry-leading sustainability efforts, we are guided by our unwavering commitment to supporting the communities we call home. For more information, visit or follow Anheuser-Busch on LinkedIn, Twitter, Facebook and Instagram

About Soccer United Marketing (SUM) 

Soccer United Marketing (SUM), the commercial arm of Major League Soccer, is the preeminent commercial soccer enterprise in North America, overseeing the commercialization, marketing, promotion and operational execution of the region’s most successful soccer entities. SUM holds the exclusive rights to Major League Soccer, the Mexican National Teams (for the U.S. market), Leagues Cup, Campeones Cup and Concacaf Properties (including Gold Cup™, Nations League Finals, Concacaf Champions League and Concacaf W). In addition, SUM held the promotional and commercial rights to the highly successful 2016 Copa America Centenario. 

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