SBC News Voice of the Sports Betting Industry
Caliente.mx, the flagship brand of Caliplay, has announced its biggest sponsorship commitment to date, becoming a ‘key commercial partner’ of Mexican football.
The sponsorship was announced yesterday via a press conference in the Toluca headquarters of the Mexican Football Federation (FMF), in which Caliente was announced as a new partner of Mexico’s National Team for the next four years.
Caliente joins the roster of Adidas, Coca-Cola, AT&T and insurance provider Banorte as a principal partner of Mexican football, supporting El Tricolor in its preparation for World Cup 2026 – set to be co-hosted by Mexico, USA and Canada.
Present at the event were Fernanda Sáinz, Commercial and Marketing Director of Caliente.mx, and José Romano, General Sales Director of the FMF.
“We are extremely happy to make this dream come true of finally being the official sponsor of the Mexico National Team at the perfect time because in 2026 we play at home and Caliente.mx is the local brand of Mexico; what better opportunity to start this four-year sponsorship construction,” Fernanda Sáinz, remarked.
Caliente becomes the first betting partner of Mexico’s National Team, as José Romano explained: “The alliance with Caliente.mx will allow us to work so that our unwavering fans have the best experiences from now on and towards the North American World Cup in 2026.
“Let’s celebrate together this relationship that, without a doubt, will be very productive for both of us.”
