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MP & Silva to drive US growth of Mexican second tier through new venture

The MP & Silva agency has entered into a multi-year partnership with sports management and content creation company Baral, through which both entities will market the US media and sponsorship rights of a number of teams in the Liga Ascenso, the second tier of club football in Mexico.

The partnership includes Cafeteros de Tapachula, Venados De Mérida, Dorados de Culiacan, Club Atlétic Zacatepec and Potros de UAEM, among other clubs.

It is hoped the venture will help maximise the commercial potential of the Liga Ascenso, with a particular focus to be placed on raising the league’s profile in the United States. The agreement covers all media-rights platforms for the US territory.

The media-rights package will include all home matches played by the clubs. The deal is effective immediately and runs through to the end of the 2021 season.

MP & Silva will also work with Baral to sign sponsorship deals that will benefit all clubs involved in the venture.

Frank Uddo, MP & Silva’s president for North America, said: “MP & Silva is a strong believer in the continued growth of Mexican football in America, given Liga MX is the most watched football league in the United States. We believe there is huge demand for more Mexican football and great potential to increase the profile of the league and its clubs.”