
<p>MLS’s marketing arm SUM has bought a sponsored article in Ad Age to promote the <a href="https://worldsoccertalk.com/nations/mexico-national-team-tv-schedule/">Mexico national team</a>. </p>



<p>The fact that MLS’ marketing division Soccer United Marketing (SUM) is responsible for marketing and profiting from the national team of Mexico is surreal. For instance, imagine if the English FA (or Premier League) was marketing the national football teams of Germany or Scotland. It would never happen.</p>



<p>Regardless, SUM’s <a href="https://adage.com/article/marketing-news-strategy/why-brands-shouldnt-wait-until-2026-invest-mexican-mens-national-team/2497561" target="_blank" rel="noreferrer noopener">advertorial</a> features the logos of MLS and SUM in the article that’s titled <em>Why brands shouldn’t wait until 2026 to invest in the Mexican Men’s National Team</em>. </p>



<p>Paid stories such as this one are meant to look like any article that’s published in a magazine or website. However, there’s a big difference. The content is approved and paid for by the client (in this case, SUM) before publication. This way, SUM has complete editorial control to position themselves exactly how they want. </p>



<p>It looks and feels like a real story, but it isn’t. These sort of deals are usually conducted between the client (SUM) and Ad Age’s sales department.</p>



<h2>MLS and Ad Age: The bizarro world of US soccer</h2>



<p>It’s another bizarre story about MLS during the same week when an Inter Miami player criticized the league for <a href="https://worldsoccertalk.com/news/inter-miamis-pizarro-criticizes-mls-player-trades-without-consent-20230706-WST-441451.html">trading players without their consent</a> —&nbsp;a practice that only happens in Major League Soccer.</p>



<p>While it may appear odd that <a href="https://worldsoccertalk.com/mls-tv-schedule/">MLS</a> would promote the Mexico national team, considering that teams in the league are only in the US and Canada, SUM holds exclusive commercial and marketing rights to the Mexican national team here in the States. </p>



<p>New York-based MLS and SUM working with the Mexican soccer federation creates a strange situation. For instance, when the US failed to qualify for the 2018 FIFA World Cup, but Mexico did, SUM hired former US soccer players such as Landon Donovan and Alexi Lalas to cheer for Mexico.</p>



<figure class="wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter"><div class="wp-block-embed__wrapper">
<div class="ck-twitter"><blockquote class="twitter-tweet" data-width="500" data-dnt="true"><p lang="en" dir="ltr">Join Landon Donovan to cheer on the Mexican National Team during the big tournament.  <a href="https://twitter.com/hashtag/MyOtherTeamisMexico?src=hash&amp;ref_src=twsrc%5Etfw">#MyOtherTeamisMexico</a> <a href="https://t.co/uzgNdUI9HF">pic.twitter.com/uzgNdUI9HF</a></p>— Wells Fargo (@WellsFargo) <a href="https://twitter.com/WellsFargo/status/1007695242269810691?ref_src=twsrc%5Etfw">June 15, 2018</a></blockquote></div><script async="" src="https://platform.twitter.com/widgets.js" charset="utf-8"></script>
</div></figure>



<h2>How SUM tries to sell Mexico to US brands</h2>



<p>SUM’s vice president of properties Pablo Zarate is quoted in the article, where he says “The Mexican National Team is the premier Hispanic property in sports across North America.</p>



<p>“Their matches are one of the most-watched, most-attended soccer events among any national team in the world. There is nothing like the interest and passion these fans have for their team.</p>



<p>“Many first-generation Mexican Americans follow the team largely, as well as an avid second- and third-generation group of young bicultural, tech-savvy digital natives.”</p>



<p>MLS, the top-flight US soccer league, is hoping to advance the Mexico national team well before the <a href="https://worldsoccertalk.com/category/world-cup-2026/">2026 World Cup</a>. MLS and Ad Age have had a long partnership together, and this paid article is a follow-up to a piece from last year where <a href="https://adage.com/article/advertising/nielsen-how-major-league-soccer-drives-strong-sponsor-sales/2410526" target="_blank" rel="noreferrer noopener">MLS paid for Nielsen to publish a research report</a> about fan loyalty.</p>



<h2>Mexican national team has loyal and passionate fan base</h2>



<p>In the paid article, Ad Age shares data regarding the Mexico national team. According to the outlet, 89% of the team’s fan base “take pride” in supporting El Tri. Passionate supporters tend to follow the team closely, which is obviously extremely important in marketing.</p>



<figure class="wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio"><div class="wp-block-embed__wrapper">
<div class="ck-youtube"><iframe loading="lazy" title="Mexico vs. Qatar Highlights | CONCACAF Gold Cup" width="500" height="281" src="https://www.youtube.com/embed/DK_UDQIuUC8?feature=oembed" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen=""></iframe></div>
</div></figure>



<p>This is clearly evident in a previous poll of Mexican fans around the time of the 2022 World Cup in Qatar. A poll suggested that 68% of the Mexican national team supporters also supported a partner brand of El Tri. </p>



<p>This would be music to the ears of companies looking to form a potential alliance with the team and MLS / SUM.</p>



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Major League Soccer's marketing division has purchased an Ad Age article to promote the Mexican national team ahead of the 2026 World Cup.

MLS buys Ad Age article to promote Mexico team - World Soccer Talk

MLS buys Ad Age article to promote Mexico team

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<div><figure class="image"></figure></div>
<p>The group stage of the CONCACAF Champions League is set to start this coming week, and a question on the minds of many MLS fans is: “Will the MLS clubs involved in this competition step up and take it seriously?”  After RedBull New York and Toronto FC got knocked out during the qualifying rounds, meaning that the Houston Dynamo, DC United, and the Columbus Crew are the only MLS sides remaining in the second season of the CONCACAF Champions League, meaning that Group D has no representative from MLS.  Meanwhile, Mexico’s Primera Division is represented in all four groups by Cruz Azul, Pachuca, Pumas, and Toluca.</p>
<p>In last year’s inaugural CONCACAF Champions League, only two MLS teams were in the group stage since Chivas USA and New England Revolution were eliminated in the preliminary qualifying round, but only one MLS side managed to break out of the group stage, the Houston Dynamo.  The Dynamo went on to lose to Atlante, the eventual winner, in the quarterfinals this past winter.  Meanwhile, both USL-1 sides involved in the CCL advanced beyond the group stage with the Puerto Rico Islanders making it all the way to the semifinals.</p>
<p>Although the winner of this competition earns a berth in the FIFA World Club Cup, last year it seemed that most of the MLS sides involved in the CCL viewed the competition as a nuisance.  In one way, that point of view was understandable since several of the teams involved were dealing with mounting injuries and fixture congestion.  Additionally, the CCL began as the MLS teams were making the final push to make it into the MLS playoffs.  However, the CCL is still a major competition offering MLS clubs an opportunity to test themselves against clubs from other leagues.</p>
<p>At last year’s MLS Cup, MLS Commissioner Don Garber announced one change that would make the season easier on teams participating in the CCL – these teams would not participate in SuperLiga, the SUM competition between MLS and Mexican teams.  As to whether this change will have an impact is yet to be seen, but during this year’s preliminary round the two MLS teams showed more fight then their predecessors did last year.  Considering the poor form that New York has been in all season, it’s not surprising that they got knocked out of the CCL.</p>
<p>As a follower and fan of MLS, it would be good to see the MLS clubs advance farther in the CCL this time around.  One important step in improving the MLS and its standing in the world is success in international club competitions such as the CCL.  While the quality of the clubs from Central America and the Caribbean varies, the Mexican clubs are always strong and pose crucial tests to the MLS sides.  The Primera Division is inarguably the best league in North America and arguably better then many leagues in Europe.  Until the Dynamo drew against Pumas, no MLS team had ever earned a point playing a Mexican club in Mexico City.  The more MLS teams are able to beat Mexican teams in this competition, especially in Mexico, the more respect MLS will earn from football fans and commentators.</p>
<p>If MLS teams take the CCL seriously and play hard, but still fall short in this competition, it will be very important to analyze the reasons for this lack of success.  Was lack of depth, lack of talent, lack of proper coaching skills?  The league and the fans and the media can learn from these issues and find ways to correct the problems.  But, if the MLS teams fail due to lack of interest in the competition, then we learn nothing and the teams should be roundly criticized for failing to take advantage of the CCL and the opportunities it affords MLS.</p>
<p>This week’s CCL Matches:</p>
<p>Tuesday August 18, 2009 –</p>
<p>Columbus Crew v. Puerto Rico Islanders<br>
CD Marathon v. DC United<br>
Pumas UNAM v. CSD Comunicaciones</p>
<p>Wednesday August 19, 2009 –</p>
<p>Houston Dynamo v. Metapan<br>
Dep. Arabe Unido v. Pachuca<br>
Cruz Azul v. Saprissa</p>
<p>Thursday August 20, 2009 –</p>
<p>San Juan Jabloteh v. Toluca<br>
Real CD Espana v. W Connection FC</p>


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Business of Soccer

MLS buys Ad Age article to promote Mexico team

Leagues: MLS

MLS Teams Need To Take CONCACAF Champions League Seriously