SOCCER UNITED MARKETING
Over the past 16 years, Soccer United Marketing (SUM), the commercial arm of Major League Soccer, has become the preeminent commercial soccer enterprise in North America, overseeing the commercialization, marketing, promotion and operational execution of the region’s most successful soccer entities. Currently, SUM holds the exclusive rights to Major League Soccer, the United States Soccer Federation, the Mexican National Team (for the United States market), and Concacaf Properties (Gold Cup™ and Concacaf Champions League). In addition, SUM held the promotional and commercial rights to the highly successful 2016 Copa America Centenario.
In its 19th edition, Mexican National Team U.S. Tour matches have become one of the most popular sporting events in the U.S., with an average attendance of 60,000 fans per match in the last decade. Mexican National Team matches allow the team to prepare for important competitions like the FIFA World Cup and Concacaf Gold Cup, while reaching their fervent fan base across North America. A 2020 study by Equation Research identified 60 million fans of the Mexican National Team in the United States, making it one of the most followed sports teams in the country.