Kickstart Your Fútbol Sponsorship: A Step-By-Step Guide to Winning in 2025

By members | April 18, 2025

 

As the road to the 2026 FIFA World Cup begins, soccer is taking center stage in the U.S. like never before. TelevisaUnivision’s Road to 2026 – Ruta 2026 – is the ultimate destination for U.S. Hispanic soccer fans, keeping them on the edge of their seats as they follow their favorite players and track fierce competition across leagues. Soccer fans will be locked in across screens all year long, making these soccer tournaments a foolproof way to engage with this powerful audience.

 

As the leader in Spanish-language media, TelevisaUnivision owns the most robust Spanish-language soccer rights, delivering unrivaled access to premium matches across TV, streaming, and digital, accounting for 45% of soccer among ALL competitors in 2024. And with 53% more viewers than the combined audience of BeIN Sports En Español, ESPN Deportes, and Fox Deportes, our #1 ranked Spanish-language sports cable network delivers the biggest moments to an engaged Hispanic audience, making it easy for brands to drive lasting connections.

The ROI is clear: Our audience is not only engaged, but also more likely to support brands who sponsor these matchups and are engaged in the Hispanic community.

Ready to get involved? Here’s what’s ahead for Ruta 2026:

⚽️ Nations League (Q1 & Q4): Uniting national teams across CONCACAF, this competition fuels fierce rivalries and loyal viewership. As the 2025 Nations League advances into decisive Q4 matches, teams will battle for a place in the 2026 Final Four.

📝 Marketer’s Guide

  • High-Stakes Competition: The Final Four showcases the best of the best, including historic USMNT vs. MNT rivalries.
  • #2 Spanish Language Telecast in 2024, second only to the Super Bowl, with 2.25 million Total Viewers.

 

⚽️ FIFA Club World Cup (Q2-Q3, in partnership with DAZN): The ultimate showdown of world’s best clubs — hosted in the U.S. for the first time ever, driving massive anticipation.

📝 Marketer’s Guide

  • The World Cup Test Run: 63 matches total across World Cup stadiums, with several in key Hispanic markets.
  • Ratings Drivers: The world’s biggest teams and players converge on U.S. soil. Last year’s Copa América Final, after a historic 2024 Copa America, which delivered the largest Univision audience since the 2014 World Cup .

 

⚽️ CONCACAF Gold Cup (Q2-Q3): Also known as “Copa de Oro,” this premier tournament determines the North American champion — featuring all 2026 World Cup host nations.

📝 Marketer’s Guide

  • Fan Favorite Tentpoles: In 2023, Gold Cup on Univision drew 15 million viewers, outpacing Fox’s English-language coverage by triple digits.
  • Final Ratings Bonanza: The Mexico-Panama final match delivered 4.7 million viewers.

 

⚽️ UEFA Champions League (Q1-Q4): The crown jewel of European club soccer, with a passionate Hispanic following in the U.S. This year the league is bringing more teams, more games, and bigger matchups – meaning more drama and excitement for fans.

📝 Marketer’s Guide

  • Marquee Final: The 2024 Final between Dortmund and Real Madrid delivered 1.3 million viewers.
  • World Class Talent: Featuring iconic players that will be the stars of the 2026 World Cup.

 

⚽️ Liga MX (Q1-Q4): No property brings more passionate fans than the crown jewel of the TelevisaUnivision portfolio – Liga MX. The league brings friends and families together week-in and week-out for the most epic fútbol action.

📝 Marketer’s Guide

  • Soccer Leader: Liga MX on Univision is the top-rated club soccer league in the US.
  • Young Audience: Median age of 47, younger than MLB, MLS, and NBA.

 

⚽️ Mexican National Team (Q1-Q4): One of the most powerful cultural and sports brands, inspiring generations of Hispanic fans.

📝 Marketer’s Guide

  • Unique Hispanic Audience: Reached 12.4 million Hispanic viewers in 2024, the vast majority of which did not watch sports elsewhere.
  • More Viewers: Mexico’s National Team averaged 1.4 million viewers in 2024, up 11% from last year. The Mexico-Honduras match drew 2.3 million viewers, the year’s top non-tournament game.

 

⚽️ Leagues Cup (Q3): A fully integrated MLS and Liga MX tournament, igniting cross-border excitement and pride. In 2025, the competition adds a group stage, ramping up the intensity.

📝 Marketer’s Guide

  • New format: All 18 Liga MX and 18 MLS teams, facing off from July 29.
  • Dominating competition: Averaging more than 10x the audience of FOX Sports.

 

Soccer is the #1 followed sport by among Hispanics in the U.S., representing an opportunity for brands and advertisers to connect where it matters, all year long. From the most beloved clubs to global championships, TelevisaUnivision is home to this engaged and influential audience, providing unmatched opportunities to tap into their passion and loyalty. There’s no better time than now to join us on the Road to 2026.

 

For more information on TelevisaUnivision, please visit our corporate website and follow us on LinkedIn.

 

Source:

Nielsen, NPM, L+SD data – 2024

Nielsen, NPM (03/23/25), primetime based on Sun 7pm-11pm, Live+SD.

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