Maintaining Top 10 Status in the US and Mexico
Despite a 10-year Super Bowl title drought, the Denver Broncos remain a top 10 NFL team in both the United States and Mexico, according to recent surveys. The Broncos are ranked 10th in the US with over 3.5 million monthly searches and hold 2.8% of content consumption on platforms like YouTube and Instagram, as reported by Hyperset Group in December 2025. In Mexico, the Broncos rank 10th with 3.5% fan preference, tied with the Buffalo Bills and ahead of the Kansas City Chiefs (2.9%), according to data from Primero y Diez accessed by El Economista early in 2025.
Strategies for Sustained Popularity
Jorge Badillo Nieto, a strategic communication and sports marketing consultant with over 15 years of experience, explains that the Broncos maintain their popularity by emphasizing institutional values and the team’s rich tradition. He highlights that building a solid relationship with fans based solely on sports results is risky, so the team focuses on actions that strengthen the bond between the club and its supporters.
Renewed Passion
A decade after Peyton Manning’s Super Bowl victory over Cam Newton, the Broncos have regained prominence in the NFL and are two wins away from becoming champions again. Although there isn’t a single standout player like Peyton Manning or John Elway, the team has implemented various strategies to stay connected with fans in Mexico without relying on a single personality or outcome.
- Key visits to popular Mexican tourist destinations like Cancun, Tulum, and Playa del Carmen by the team and cheerleaders.
- Close monitoring of fan club activities in Mexico.
The Broncos’ strong current performance has allowed them to expand their fan base through these strategies. They were the top seeds in the AFC this season, winning their division for the first time in 10 years and leading the AFC nine times, last doing so in 2015. Additionally, Nik Bonitto and Vance Joseph are finalists for NFL awards in 2025, with Bonitto in the top 5 for best defensive player and Joseph for best assistant coach.
Diverse Engagement Efforts
Since 2022, the Broncos have been part of the NFL’s Global Market Program (GMP) in Mexico, which is the second country with the most teams in the program, behind Germany’s 11 teams. The official fan group of Broncos in Mexico has over 30,000 followers on social media and has organized Watch Parties in cities like Guadalajara, Monterrey, and Mexico City, along with activations involving official cheerleaders.
Since the late 1990s, when John Elway emerged as a prominent figure, the Broncos have focused on building their fan base in Mexico. The slogan “Mexico is Broncos Country” appeals to national identity, reinforcing the connection and demonstrating genuine interest from the institution towards its fans.
Although the Broncos have won only three Super Bowls (1997, 1998, and 2015), they trail seven other NFL teams in the historical record. However, the impact of figures like Peyton Manning and John Elway has kept the vision alive among Mexican fans.
In 1997, Marco Martos, a former Mexican football player, joined the Broncos’ preseason roster and played against Miami at the Azteca Stadium in front of over 100,000 fans. This brief period with a national ambassador in the team undoubtedly sparked interest among local fans, according to Badillo Nieto.
Top 10 NFL Teams with Most Fans in Mexico
- Pittsburgh Steelers (15.7% of preferences)
- San Francisco 49ers (14.9%)
- Dallas Cowboys (13.2%)
- New England Patriots (7.5%)
- Green Bay Packers (5.6%)
- Miami Dolphins (5.1%)
- Baltimore Ravens (4.8%)
- Las Vegas Raiders (4%)
- Buffalo Bills (3.5%)
- Denver Broncos (3.5%)
*Data shared by Primero y Diez at the beginning of 2025.
