Background on WWT and its Mexican Golf Venture
World Wide Technology (WWT), an American company founded in Missouri in 1990, entered the sports industry in Mexico by focusing on golf. Since 2007, the PGA has held its official tournament outside of the US and Canada in Mexico, known as the World Wide Technology Championship, which takes place in Los Cabos.
Golf’s Connection to Mexico
Although golf is not the most popular sport in Mexico, it has a strong connection to the country since 2007. The tournament was initially held in the Riviera Maya (Mayakoba) for its first 16 editions. However, the last three tournaments, including the one in 2025, have been played at El Cardonal at Diamante in Cabo San Lucas, a location closer to the United States.
The El Cardonal at Diamante course was designed by Tiger Woods, a prominent figure in golf history who has been venturing into other investment areas.
WWT’s Involvement and Perspective
WWT is one of the two PGA Tour events currently held in Mexico, along with the México Open at Vidanta. Cari Wilber, WWT’s vice president of marketing, explained to El Economista that the PGA Tour offers unparalleled global exposure and Mexico is a beautiful destination with exceptional hospitality.
WWT, with around 12,000 employees worldwide, entered sports patronage in 2018. They currently have partnership or supplier relationships with entities such as St. Louis Cardinals (MLB), St. Louis City FC (MLS), and golfers like Ben Griffin, Luke Donald, and Erik van Rooyen. They are also part of the technological infrastructure of the Gateway Sports Park circuit in Illinois, Capital One Arena in Washington, and the Monaco Grand Prix of Formula 1.
Addressing Security Concerns
Despite Mexico’s ongoing struggle with international perceptions of insecurity and violence, WWT sees no investment risk in the golf tournament.
—How risky is it for you to sponsor a sports event in Mexico?
“We actually don’t see any risk; instead, we see a massive opportunity. The PGA Tour offers unprecedented global exposure, and this is a beautiful destination. The hospitality is unmatched, better than any other place we’ve experienced globally, let alone in a PGA or any other event. Our clients agree; they come, immerse themselves in Mexican culture, meet people, and leave saying it was not only the best tournament they’ve ever attended but also the best event,” WWT’s executive explained.
Economic Impact and Future Plans
Each tournament edition requires around $10 million in investment, according to Matt Horner, WWT’s executive vice president. The tournament generates $24.9 million in economic impact per edition.
WWT holds the top sponsorship level, known as “naming rights,” with two founding partners, four premier partners, nine local partners, and seven media partners. The WWT contract ends in 2027, but discussions are ongoing to extend it.
WWT aims to inspire employees, improve the community they serve, and generate positive business outcomes. They have successfully achieved these goals during their involvement with the Mexican golf tournament.
Networking opportunities are constantly being generated through business sessions, with discussions on innovation and how to bring it to Mexico and spread it globally.
WWT does not currently plan other sports sponsorships in Mexico, except possibly appearing during the 2026 World Cup. They are also considering linking children participating in El Cardonal’s First Tee program with professional athletes through their existing sponsorships.
Key Questions and Answers
- Is sponsoring a sports event in Mexico risky for WWT? According to WWT, there is no perceived risk; instead, they see a significant opportunity.
- What is the investment required for each tournament edition? WWT invests around $10 million per edition.
- What is the economic impact of the tournament? Each edition generates approximately $24.9 million in economic impact.
- What are WWT’s future plans regarding sports sponsorships in Mexico? WWT does not currently plan other sports sponsorships but is considering appearing during the 2026 World Cup and linking children in the First Tee program with professional athletes.
