A new sponsorship that will boost Mexican talent
At the facilities of the Mexican Federation of Association Football (FMF) in Toluca, the sponsorship agreement for the BBVA MX League was signed, establishing Maggi® as the official product of the Mexican National Team, including all its categories, both men’s and women’s. With this partnership, which will continue until the 2026 World Cup, Maggi® and the FMF seek to create connections and, of course, help emerging football talent continue to develop their careers.
“Nestlé is proud to be present here today and to contribute to building a better country every day, with more opportunities and greater inclusion, and sport is a fundamental part of it. Our commitment to Mexico is a commitment that spans many generations,”
said Fausto Costa, CEO of Nestlé Mexico.
He commented that this company will be celebrating its 95th anniversary in Mexico, and the celebration has begun with the announcement of this agreement, given that it is an excellent moment for soccer, and it is a source of great pride for the brand to reinforce its commitment to the country and the National Team.
Furthermore, Ivar Sisniega, Executive President of the FMF, stated: “Every sponsorship we receive not only helps us prepare the senior men’s and women’s national teams, but also supports investment in the pyramid we are building below. We are looking to create a group of national teams starting at the U-13 level because we aim to develop the best Mexican players.”
Officially Inseparable
“In this alliance, for us, being Officially Inseparable means enjoying soccer even more with a snack, and what better way to enjoy it than with Maggi® products,” said Mario López, Group Marketing Manager for Culinary at Nestlé Mexico.
This sponsorship represents the largest investment in communications that Maggi® has ever made in its history in Mexico, and will be reflected in various actions:
Presence of the Maggi® brand in the 17 stadiums of the 18 Liga BBVA MX teams.
Activations and experiences for fans at key matches and events of the National Soccer Team.
Special recipes, through the Nestlé Recipes platform.
Synergies with other brands.
Maggi®, a brand with a global presence
Maggi® is the most consumed culinary brand in the world, according to the “Brand Footprint” study by the consulting firm Kantar Worldpanel.
One in three households worldwide has a product Maggi® in their cupboards.
One in two homes in Mexico has a Maggi® product.
Nine out of 10 consumers recognize Maggi® in their culinary offerings.
Liga BBVA MX
Mikel Arriola, interim commissioner of the FMF and executive president of Liga BBVA MX, explained that significant growth has been observed in this league’s 2025 Clausura Tournament, up to matchday 13:
2,320,000 attendees, representing a 9.5% increase compared to the 2024 Apertura tournament.
346 goals scored. This tournament is the one in which the most goals have been recorded since the 2015 Apertura.
3.1 goals per game, on average.
A 16% increase in minutes played by players under 23 years of age, thanks to the Minors Rule, which strengthens the experience of new talents.
18 teams in the Liga BBVA MX women’s league
The most wonderful moments are with family
At the “Home of Soccer in Mexico,” the executives agreed that the most emotional moments are experienced with family or friends, over a meal, a snack, or a drink, and soccer also creates a very strong connection for people.
In this sense, Maggi’s new sponsorship with the FMF will help foster this coexistence and strengthen ties with the most popular sport in the world.
Source: expansion
