Beer brand Coors Light has agreed a three-year deal with the Sports Marketing Monterrey agency for the US marketing rights to six Liga MX Mexican football clubs.
Under the agreement, Coors Light – the official sponsor of Mexican football’s top flight – will be the presenting sponsor of the Socio MX Tour, which features five friendly matches in the US featuring leading Mexican teams Cruz Azul, Club Monterrey and Pumas.
The match between Cruz Azul and Monterrey kicks-off the annual tournament on July 3 in Dallas and will be followed by matches in San Antonio, Chicago, Los Angeles and San Diego.
The tour will feature player appearances in each market. Players will sign autographs and take photos with legal-drinking-age fans at in-store events before the games and behind the scenes footage from the match between Pumas and Cruz Azul in Chicago is set to feature among exclusive content on Facebook.com/FanaticosDelFrioCoorsLight.