NEWS AND COMMUNICATIONS

In recent years, Mexico has established itself as one of the most relevant markets for the global live entertainment industry. What once represented a stop within international tour routing has now become a strategic destination in the calendars of the world’s biggest artists. This shift is not accidental. It reflects a combination of factors that have strengthened the country’s position as one of the most active territories for concerts, festivals, and large-scale music exp

Mexico’s event calendar for 2026 will be exceptional. Established cultural festivals, major international sporting events, and—most notably—a historic FIFA World Cup 2026 hosted across North America will place the country at the center of the global conversation. However, the most important shift is not only in the event agenda itself. It lies in how brands are rethinking the way they participate in these moments. Sponsorship is evolving rapidly, driven by new audience expec

Women’s sports are growing at a pace that many marketing budgets still do not reflect. While audiences and interest continue to expand, sponsorship in this category is emerging as one of the most compelling opportunities within the global sports ecosystem. The data confirms it. The FIFA Women's World Cup 2023 reached a cumulative global audience of 1.98 billion viewers—clear evidence of the reach and international potential of these competitions. At the same time, Deloitte