The Mexican National Team’s Growing Fandom in America
For our second iteration working with Major League Soccer and the Federación Mexicana de Fútbol for the 2019 MexTour, the Thirsty team was able to apply what we learned from last year to this year’s creative. And what we learned was that the US fans of the Mexican National Team are like no other fan group we’ve encountered. Our scope grew to include (in addition to promotional & marketing communication assets) branded experiential initiatives to celebrate the unique fandom of Mexican soccer in the US.
Uniting Fans Across Nations
In order to market El Tri’s series of friendly matches in the US leading into the 2019 Gold Cup, we felt we had to capture the pride, passion, energy & excitement of the MNT’s dedicated fans. We had to capture not just soccer, but the lifestyle of Mexican-American fandom. The branding utilized bold colors & patterns synonymous with traditional Mexican culture, mixed with modern, street-style patterns, textures and text treatments recognizable by younger generations ingrained in the American soccer lifestyle.
Capturing the Market
Testing new creative and pushing past the confines of more traditional digital promotions, we were able to create assets that spoke to true fans and triggered real results. In addition to billboards, street banners, digital ads, social & email graphics, we created fan-inspired hype videos all working in tandem to promote ticket sales initiatives for the organizations as well as at the city / market level.