Mexican financial services company BBVA Bancomer has agreed a three-year deal to become title sponsor of the Liga MX, the top division of football in Mexico.
BBVA Bancomer said the partnership with the Liga MX is part of an effort to reinforce its commitment to sports and increase exposure for La Liga Bancomer, as the league will now be known, along with Mexican football as a whole.
The partnership reinforces the presence of BBVA Bancomer’s parent company, Spanish group BBVA, in the football market.
BBVA has served as title sponsor of Spain’s La Liga since 2008 and last month extended this deal from the 2013-14 season to 2015-16.
Vicente Rodero, country manager of BBVA in Mexico, said: “The agreement signed today is a shared goal among us, La Liga, its players and fans to make this league a benchmark of sports so that it can continue to attract the best players, to better unify the 18 clubs that are part of this league, and, above all, to promote Mexico's good image in other geographies.”