Four More Years of MexTour Coming to Dallas | Sports Destination Management

Four More Years of MexTour Coming to Dallas

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Jul 11, 2022

Sports fans in the Dallas Metroplex have spoken, and MexTour is back for four more years!  

On the heels of the landmark four-year agreement launched in 2019 that brought the MexTour to Arlington’s AT&T Stadium on an annual basis, the Federación Mexicana de Fútbol (FMF), MLS’ FC Dallas, NFL’s Dallas Cowboys, and the Dallas Sports Commission today announced a four-year renewal of the partnership that will bring the popular Mexican Men’s National Team U.S. Tour back to North Texas annually through 2026, when U.S., Mexico and Canada will host the FIFA World Cup.  This union further strengthens the FMF’s position with its dedicated fanbase in North America, while giving the Cowboys and FC Dallas more opportunities to interact with the passionate fans of the ever-popular Mexican National team in northern Texas.

The agreement was facilitated by FMF’s U.S. partner and commercial representative for the past 20 years, Soccer United Marketing (SUM). Besides the annual MexTour match, the Dallas events will include a MexTour Live concert and festival, featuring top headliners, and the AT&T Futbol Fiesta prior to each match. One of the key elements of the partnership is the continuation of the Copa Kin reading program, which has contributed to local public-school students in the Dallas area reading close to 10 million minutes in the past four years.

As part of the continuing partnership, the following initiatives will be implemented:

  • Events will be hosted throughout the Dallas/Fort Worth metropolitan area all year long, culminating with a celebration of the sport and its culture at a fan-fest and concert in downtown Dallas – MexTour Live – before each match
  • AT&T Stadium will build cross-promotional opportunities between its initiatives and the FMF, such as including integration of athlete messages into its annual Hispanic Heritage Celebration at Dallas Cowboys games.
  • FC Dallas will participate in youth clinics and community initiatives and have an active role in the promotion of the annual match.
  • Continuation of the very successful Copa Kin reading program, which over the first four years has contributed to local public-school students reading nearly 10 million minutes, as students compete to win special MexTour prizes.

“The last four years have shown just how successful international soccer is in North Texas,” said Monica Paul, Executive Director of the Dallas Sports Commission. “Our partnership with FMF and SUM has had a tremendous impact on our community through initiatives, including the annual Copa Kin reading challenge for local schools. The results of these initiatives speak for themselves, cultivating a whole new generation of soccer fans. We are excited for our collaboration to continue to 2026 and know the extension will benefit DFW for years to come.”

"At the Mexican Football Federation, we are proud and enthusiastic about this renewal through which we can strengthen our ties with our fans in the United States, and particularly in Dallas,” said FMF President Yon de Luisa.  We thank the Dallas Cowboys, FC Dallas and the Dallas Sports Commission for their support in moving forward with this alliance which allows us not only to bring our national team's soccer games to Dallas, but also to nourish the connection with our fans in the United States through cultural and social responsibility activities.”

“This announcement is monumental for the Dallas Cowboys fan base, as many of our fans are also big fans of the Mexican National Team,” said Dallas Cowboys Owner, President and General Manager Jerry Jones. “The last four years have been incredible having Mexico play at AT&T Stadium – their home away from home – and we know that continuing this partnership only deepens our relationship not only with our fans in North Texas, but in Mexico as well.”

“We're thrilled to welcome back the Mexican National Team for the next four years. The MexTour has been a tremendous success, particularly in North Texas,” said FC Dallas President Dan Hunt. “What makes this truly impactful, is that we're in the leadup to the FIFA World Cup 2026. To be able to share the Mexican National Team with the fans here in the United States is great for all of us.”

AT&T Stadium and North Texas has become a second home for the Mexican Men’s National Team; with this Saturday’s game, el Tricolor will have played 12 games at the Cowboys’ stadium - a facility the Mexican National Team inaugurated in 2009 – and have enjoyed a winning record of 6-3-2 all-time (inclusive of MexTour and Concacaf Gold Cup matches).  The squad last played in Arlington against Iceland as part of the 2021 MexTour. 

“We are delighted to extend our multi-year partnership between the Dallas Cowboys, the Federación Mexicana de Fútbol, FC Dallas, and the Dallas Sports Commission,” said SUM Vice President of International Properties Pablo Zarate. “We are thrilled to work with our committed partners to engage incredibly passionate fans through unique soccer celebrations and impactful community programs beyond the annual match. We look forward to working together to further establish the region as a premier home for the global game and unparalleled soccer experiences.”

About the MexTour

In its 19th edition, Mexican National Team U.S. Tour matches have become one of the most popular sporting events in the U.S., with an average attendance of 60,000 fans per match in the last decade.  Mexican National Team matches allow the team to prepare for important competitions like the FIFA World Cup and Concacaf Gold Cup, while reaching their fervent fan base across North America. A 2020 study by Equation Research identified 60 million fans of the Mexican National Team in the United States, making it one of the most followed sports teams in the country.

More than a 90-minute game, each tour stop is a week-long celebration of the sport, featuring public and media events, and culminating on gameday outside the stadium with the AT&T Futbol Fiesta, a 120,000+ sq. ft. interactive fan area featuring sponsor booths, food, music, and autograph sessions by Mexican soccer legends. 

The Mexican National Team U.S. Tour, sponsored by adidas, AT&T, Bud Light, Cinnamon Toast Crunch, Gillette Labs, Gran Centenario Tequila, Honey Nut Cheerios, Lucky Charms, Old Spice, The Home Depot, and Wells Fargo, will visit various cities across the United States in 2022 and be broadcast nationally on the Univision family of networks and Fútbol de Primera Radio Network.

About Soccer United Marketing

Soccer United Marketing (SUM), the commercial arm of Major League Soccer, is the preeminent commercial soccer enterprise in North America, overseeing the commercialization, marketing, promotion and operational execution of the region’s most successful soccer entities. SUM holds the exclusive rights to Major League Soccer, U.S. Soccer, the Mexican National Teams (for the U.S. market), Leagues Cup, Campeones Cup and Concacaf Properties (including Gold Cup™, Nations League Finals, Concacaf Champions League and Concacaf W).  In addition, SUM held the promotional and commercial rights to the highly successful 2016 Copa America Centenario.

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