NASHVILLE, Tenn. (February 10, 2016) – Nissan North America, Inc. is proud to announce a multi-year partnership with the Federación Mexicana de Fútbol, the national governing body for the sport of soccer in Mexico, and Univision Deportes. The sponsorship designates Nissan as the Official Automotive Partner of the Mexican National Team’s annual U.S. tour.
As a part of the agreement, Nissan and Univision Deportes, the multimedia sports division of Univision Communications Inc. (UCI) that includes UDN, the No. 1 Spanish-language sports network, will host the “Legends Lounge Player of the Year” program featuring former Mexican National Team legends Oswaldo Sanchez and Pavel Pardo, alongside Univision Deportes talent. In and around each tour match, the panel will analyze which players are leading contenders to win the coveted title of Mexican National Team Player of the Year, as well as feature game highlights on the “Legends Lounge,” a digital hub on UnivisionDeportes.com. The partnership will also include a presence at Premios Univision Deportes in December.
“Hispanics have been fueling our growth this past year, and we recognize our engagement with Latinos as a driving force for our success,” said Jeremy Tucker, vice president, Marketing Communications and Media, Nissan North America, Inc. “Nissan’s marketing strategy is about leveraging cultural moments, and we wanted to go big and provide Mexican National Team fans an opportunity to access their favorite team. Through our shared love for the game, we look forward to continue developing authentic relationships with fans whose passion for fútbol is undeniable.”
Nissan is among the top three automakers for U.S. Hispanics, with the Nissan Rogue as the number two selling compact SUV among Mexican-Americans and number three for all U.S. Hispanics.
Soccer in the Latin community continues to be a core passion point among Hispanics. According to the Pew Research Center, 65 percent of the 56.7 million Hispanics in the United States are Mexican-American, of which 35 million are Mexican National Team fans.
In its 14th edition, the Annual Mexican National Team U.S. Tour matches have become one of the most popular events in the sport, with an average of more than 50,000 fans per game. With nearly 70 games played since 2002 as part of the Tour, the Mexican National Team has been able to use the matches not only as a way to prepare for important competitions like the FIFA World Cup and CONCACAF Gold Cup, but also to reach their fervent fan base across North America.
Soccer United Marketing, Major League Soccer’s commercial arm and partner of the Mexican National Team’s U.S. Tour for more than a decade, facilitated the agreement.
Throughout the year, the Legends Lounge will live on UnivisionDeportes.com and act as the central communication hub for content related to the program. Fans are welcome to follow the conversation via Nissan’s media channels @NissanEspanol, Nissan Español and NissanNews.com.