Key Figures and Background
The National Football League (NFL) is exploring ways to bring games back to Mexico, according to Marissa Solis, the Executive Vice President of Global Brand and Consumer Marketing. Born in Mexico City and raised in Texas, Solis has a deep understanding of the Mexican market, which represents the NFL’s largest international fan base outside the United States.
NFL’s Commitment to Mexico
In an interview with El Economista at the Sports Summit Latam 2025, Solis addressed the absence of NFL games in Mexico for three consecutive years. She emphasized the league’s intention to return, respecting the renovation process of the Estadio Azteca. Solis highlighted the importance of connecting with Mexican fans through various channels, including Televisa and social media influencers.
Stadium Options
Question: Is the Azteca Stadium the only option for NFL games in Mexico?
Answer: While the Azteca Stadium is currently the preferred choice, the NFL is exploring other possibilities to bring games back to Mexico.
Mexico’s Significance in the NFL’s International Market
With 40 million fans in Mexico, the country holds the largest international fan base for the NFL outside the United States. This substantial following allows for direct and personalized relationships with followers, contributing to the league’s global growth.
- Global fan base: The NFL has 400 million fans worldwide, with Mexico accounting for 40 million.
- Annual growth: The Mexican fan base grows by 1-3% each year, demonstrating consistent expansion.
- Fan engagement: The NFL measures various levels of fanaticism, aiming to deepen engagement among the 40 million followers.
Strategies for Deepening Fan Engagement
Solis outlined three key strategies for fostering deeper fan engagement in Mexico:
- Tochito: Emphasizing the importance of soccer (futbol) in Mexico, Solis noted that participation serves as the foundation for fan growth. Flag football will be featured in the 2028 Olympics, further elevating the NFL’s focus on American football.
- Global Markets Program: This initiative enables more direct consumer communication for 10 NFL teams in Mexico, enhancing marketing reach.
- Mexican players in the NFL: Highlighting the impact of Mexican players like Will Hernández, Solis stressed the significance of local representation in fostering fan connections.
The Role of Cultural Respect in NFL’s International Expansion
Under Solis’s leadership, the NFL prioritizes cultural respect in its global expansion efforts. By understanding and embracing local customs, the league aims to build personal connections with fans in their own cultural contexts.
