Micro, Small, and Medium Enterprises (MSMEs) Focus on Adapting Locations, Digital Tools, and Marketing Strategies
As the 2026 FIFA World Cup approaches, businesses in Mexico, especially micro, small, and medium enterprises (MSMEs), are gearing up to meet the increased demand for services and consumption from both domestic and international football fans. The strategy involves adjusting investment plans, marketing strategies, and accelerating technology adoption.
According to the Federal Government, the 2026 World Cup is expected to generate a $3 billion economic impact, presenting an opportunity for businesses to boost sales and strengthen brand positioning, particularly in host cities.
Key Investment Areas for MSMEs
Mario Romero, Director General of Impact Hub CDMX and spokesperson for Ola México, explains that businesses are focusing their investments on two main fronts: marketing strategies and local establishment improvements. “The amount varies depending on the business type, size, and sector, but the focus is on enhancing customer experience,” he states.
For physical establishments, investments are directed towards equipping the local area, such as installing screens to broadcast matches, painting, structural, and furniture improvements. Simultaneously, MSMEs are incorporating technology to facilitate communication with tourists who don’t speak Spanish, enabling reservation systems and electronic payment options.
Tailoring Menus to Visitor Preferences
Mario Romero elaborates that knowing the teams participating in the World Cup allows businesses to define their menus, as understanding the consumer profile makes it easier to offer options according to their preferences. For example, Koreans prefer spicy food, while Colombians avoid it.
“We are starting to test this with upcoming matches, like the reinauguration of the Estadio Azteca,” now known as Estadio Banorte.
Although menus won’t be completely overhauled, many businesses are adding alternatives and indicating the spice level of each dish. Additionally, digital tools are being used for visitors to download menus in English, place online orders, or access home delivery services.
Marketing and Experience: Crucial for Attracting Consumers
Marketing strategies play a central role. Business owners recognize that the purchase decision isn’t solely made during matches but also in the days before and after each game.
Mario Romero states, “The purchase decision has already begun. Since the participating countries were announced, people have been looking for accommodation options, dining places, and travel time to the stadium.”
As a result, MSMEs are designing experiences, promotions, packages, and themed products. For instance, Antojitos mexicanos, a small local near Estadio Azteca, now aims to offer a local flavor experience, while Los Elotercos promote colored corn representing each country.
Other businesses are adjusting their operational models, like Tortas Estadio, a small local with limited staff and making tortas on-the-spot, which can be time-consuming during peak hours. To avoid long lines, they prepare three popular torta types in advance.
Beyond Food: Opportunities for All Businesses
The World Cup’s impact extends beyond the food sector. Mario Romero explains that the event presents opportunities for all businesses, such as pharmacies creating strategies to sell more and offer kits for hangovers, indigestion, and headaches, along with skincare products.
Mario Romero emphasizes, “The opportunity from this event isn’t just about the matches; it’s also about overall consumption in the country, especially in host cities. It’s not just tourism; it’s also about local gatherings with family and friends, either at home or elsewhere. How do you cater to these people?”
Key Questions and Answers
- What are Mexican businesses doing to prepare for the 2026 World Cup? MSMEs are focusing on adapting their locations, investing in digital tools, and implementing marketing strategies to cater to the increased demand from both domestic and international football fans.
- How are businesses adjusting their menus for the World Cup? By knowing the participating countries and their consumers’ preferences, businesses are tailoring menus to offer suitable options, such as spicy or non-spicy dishes.
- What marketing strategies are being employed by MSMEs during the World Cup? Marketing strategies focus on creating experiences, promotions, and themed products to attract consumers before, during, and after matches.
- How are businesses beyond the food sector capitalizing on the World Cup? Pharmacies and other businesses are creating strategies to sell more, offering kits for common World Cup-related issues, and promoting skincare products.
