Emulating the American leagues is one of the proposals that are analyzed in Liga MX to increase the income of the teams. Centralized selling of assets like uniforms is a first step
In Liga MX a “shock plan” is being built against the COVID-19 Pandemic. In search of mitigating the effects of the economic crisis that affects the teams due to the Coronavirus, they will not only try to sell the television rights of all the teams of the Mexican tournament together, but also plan the marketing of the uniforms of all clubs, among other assets, to a single brand, as occurs in competitions at the NBA, MLB and NFL level.
“We have to prove that the market pays more if negotiated by the league. If you are Pumas and you earn five pesos for the sale of rights to your uniform, you are not going to release it to me if I do not credit you that you will earn more than five. You will not even see controversy, we will ask the market what they think of the uniform of one of the three most important leagues on the continent, we will see what the market tells us. I have evidence and I am certain that the market is going to give us more than what we have, “said Mikel Arriola, Executive President of Liga MX, to ESPN Digital.
The initiative is part of a shock plan against the effects of the COVID-19 Pandemic, which is exposed to the clubs in the meetings they have with the President of the League. Not only will the uniforms be commercialized, billboards and spaces on social networks are also considered.
“There are assets that we can market better if we centralize them. If we centralize something that is negotiated by many parties, you must generate economies of scale and receive more than what each of the participants receive, we are seeing what assets we can put in that basket. Uniforms, fences, because it is urgent to return the flow of money to teams to invest in talent, which is what is invested in, in addition to basic forces, and this in order to deliver the best possible to the public, “added Mikel Arriola.
The project methodology will begin with an evaluation of the value of all the uniforms of the Liga MX teams, billboards and even social networks. Afterwards, public contests will be held so that interested parties can bid and a single brand keep the concession, as in the United States leagues (NBA, MLB, MLS, NFL).
“First we will know how much we are worth, through an evaluation, and go out in a private but public contest, ask the market and let the market compete for the asset, with that we eliminate individual negotiations in which less is earned,” he explained.
América, Chivas, Cruz Azul, Pumas, FC Juárez, Tigres, Monterrey and all the teams could be dressed by the same brand, in search of improving income and mitigating the effects that the Coronavirus Pandemic has caused.
“So with other assets that we go along, integrating and also marketing new, both teams and Liga MX itself, spaces on social networks, those spaces must be invigorated with our brand and go out to market them,” said the president of the tournament.
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