The captain of the marketing and sales plans for Liga MX is Guillermo Alegret. Together with the president, Mikel Arriola, he was part of the team that worked since 2020 on the diagnosis of the strategic plan.
“I am going to be in Liga MX for three years, I have always been in the marketing and sales direction, my focus is to bring in new sponsors. Previously, I worked for 20 years in Azteca television in the sales and programming area, I managed local television stations and the soccer business ”.
The economic-commercial part is one of the pillars that not only contemplates the attraction of sponsors; now digital assets and the incorporation of technologies are on the agenda.
“We are exploring the apps part, planning a digital fan zone, trading cards, non-fungible tokens (NFT’s), we are starting with the virtual league, which is an important technological part. They are going to grow quickly, we have to take steps and advance in this. We aim to have more technology. The objective is to be able to distribute more money to the clubs of the money that the league collects ”.
—How has Liga MX equipped itself in the last year regarding studies to meet the fans?
“Many studies to get to know the fan better. We have found opportunities like the virtual league, what people want is to have more experience and not be a mere spectator, to have interaction. We have found that the United States market can be as important as the Mexican market to grow the Liga MX brand there ”.
Currently, the league knows more about the behavior of its fans. According to data from Nielsen Sports, 84% of fans look at their social networks while consuming the tournament and 77% order food at home.
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