Liga MX, a return beyond the quantitative for BBVA


The Liga MX relationship with BBVA may add an 11-year history by 2024, being the longest sports sponsorship agreement that the bank has had worldwide.

Before Mexican soccer, the second longest relationship that the bank had in this sport was eight years with LaLiga that ended in the 2015-2016 season. In the present and during this year, BBVA does not contemplate another investment in soccer sponsorship and leaves the flag planted with the Women’s MX League, the Expansion League, and the men’s League for two more years; and with the BBVA stadium and the Rayados club that will end by contract in 2025.

Despite the adversities that the image of the ‘Liga BBVA MX’ brand has faced due to the mentions related to the recent acts of violence in the stadiums and the lack of impact of the face-to-face brand within the buildings during the restriction of capacity due to the pandemic, the bank highlighted why to stay with the institution.

“We not only measure it in terms of brand impact, but also in TRP, which means how many people we reach (reach) and this can be the total population and the segment that interests us. The return on investment that Liga MX (global sponsorship) gives us is 4 to 1 and in the ‘Target Rating Points’ (TRP) it is 46,000 TRPs in an average year”, explains to El Economista, Mauricio Pallares, Director of Marketing of BBVA Mexico.

At the signing of the extension of the agreement, Eduardo Osuna, Vice President and General Director of BBVA Mexico, referred to the 90th anniversary of the founding of the bank and the commitment to invest in Mexico, while Mikel Arriola, President of the league highlighted the 9 years of relationship and that “on this occasion, it will give us the opportunity to integrate and strengthen a joint agenda of social responsibility (…) This alliance will have a more social face, in which we will address issues of inclusion for people with disabilities, education and financial training, and place special emphasis on equal opportunities for growth when we talk about gender”.

According to figures from BBVA, of the 22 million total customers they have in Mexico, at least 17 million are Mexican soccer fans. The bank’s marketing director clarifies that they do not have accurate surveys of their clients about tastes or affinities for this sport, but they know the proportion and despite almost a decade of association, investment in soccer sponsorship still includes risk capital.

“In all sponsorship of any kind there is always a risk. It is difficult to measure the return of each peso that we invest, it is very difficult to measure the risk. The greatest risk is that it is not activated. Without a doubt, more than an economic issue, it is more qualitative. People know the messages we make through the soccer league, social responsibility, scholarships, foundation, education and financial health”, says Mauricio Pallares.

Mikel Arriola, for his part, took the opportunity to mention the economic strengths of the league with financial control and transparency objectives. “The league is worth $2.329 million, growing at a rate of 10% per year and is in the top 10 leagues in the world in terms of number of fans with 188 million and is sixth in attendance with an average of 23,000 people per game.”

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