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Nissan backs Mexican Football Federation

The North American division of Japanese automotive manufacturer Nissan has entered into a multi-year partnership with the Mexican Football Federation.

Nissan has been named the official automotive partner of the Mexican national team’s annual tour of the US, which got underway yesterday (Wednesday). Financial terms of the agreement were not disclosed.

As part of the deal, Nissan will receive in-ground advertising exposure at each of Mexico’s matches on the tour.

Nissan has also reached an agreement with Spanish-language US broadcaster Univision Deportes. The two parties will host a ‘Legends Lounge Player of the Year’ programme throughout 2016, while Univision Deportes will also feature match highlights on its website.

“Hispanics have been fueling our growth this past year, and we recognise our engagement with Latinos as a driving force for our success,” Jeremy Tucker, vice-president of marketing communications and media at Nissan North America, said. “Nissan’s marketing strategy is about leveraging cultural moments, and we wanted to go big and provide Mexican national team fans (with) an opportunity to access their favourite team.”

Mexico’s tour of the US began yesterday with a 2-0 victory over Senegal at Marlins Park stadium in Miami, Florida.