U.S. insurance giant State Farm is there when it comes to first-division Mexican soccer telecasts in the U.S.
The brand, long active in the U.S. Hispanic market, has signed on as the exclusive insurance partner of Liga MX in the U.S.
It is the league’s first official domestic insurance partner. State Farm joins T-Mobile and Patria as foundational sponsors for Liga MX in the U.S.
TelevisaUnivision’s brought the Mexican soccer league’s commercial rights to the U.S. in 2022.
As part of the new partnership, State Farm will serve as the presenting sponsor for halftime coverage in both Liga MX and Liga MX Femenil matches, as well as on-site activations throughout the year in select markets during Liga MX viewing parties, also known as Fiestónes.
TelevisaUnivision and State Farm will also collaborate on the production of new, contextually-relevant advertising creative, featuring Liga MX marks and logos, which will run across Liga MX programming – and beyond – beginning next month.
Liga MX’s Torneo Clausura kicked off on Friday, Jan. 12, with coverage continuing on TUDN and across TelevisaUnivision networks and platforms, leading up to the championship game, and the Campeón de Campeones in June.
“State Farm’s reputation and experience in the sports marketing landscape speaks for itself, and we couldn’t be happier to welcome them as a partner of Liga MX,” said Mikel Arriola, President at Liga MX. “Strong partnerships such as this one allow us to build on the momentum and unique passion among our U.S. fanbase.”