U.S. HISPANIC
McCann Reveals Mexican Soccer’s Disconnection and Opportunities for Brands Ahead of 2026 World Cup
24 de noviembre de 2025
Agustín Cárdenas and Joan Frías, McCann Worldgroup Mexico
In a historic moment for Mexico as a host country for the FIFA World Cup 26, McCann Worldgroup Mexico presented the study, “Tiempo Extra: El dilema del fútbol en México” (Extra Time: The Dilemma of Soccer in Mexico), developed by Truth Finder Consulgency, its research and consulting unit. The analysis uncovers a powerful contrast: while excitement for the global tournament is growing, domestic soccer is experiencing a marked crisis of emotional connection with its own fanbase.
During a breakfast held at the Club de Industriales in the JW Marriott in Mexico City, Joan Frías, Director of Marketing, Communication, and Consulting at McCann Worldgroup Mexico, presented the study. He explained that despite soccer’s deep cultural roots, it is now perceived by many Mexicans as distant, lacking identity, and dominated by commercial interests. This sentiment has caused both a physical and emotional detachment among fans.
“Soccer feels inaccessible and pulverized. Content fragmentation forces fans to pay for multiple subscriptions or seek out pirated alternatives to follow their leagues,” explained Agustín Cárdenas, VP of McCann Worldgroup Mexico and General Director of MRM.
