Liga MX Femenil strengthens its commercial and box office ecosystem

Pachuca and América will play in the final of the 2025 Liga MX Femenil Clausura. When one of the two teams lifts the trophy, it will also mark eight years and 15 tournaments, with one (the 2020 Clausura) canceled due to the COVID pandemic.

On the verge of eight years, the circuit is celebrating rising numbers in at least three key areas for its consolidation as a product: sponsorships, attendance, and audiences.

Starting this season, Liga MX Femenil has five exclusive sponsors, meaning they don't appear on the men's circuit: Nike, Kotex, Carls Jr., Grupo Jumex, and Canon. BBVA, Tecate, Caliente, Nissan, and Amazon are also joint sponsors with Liga MX.

To put this into context, the three branches of Mexican professional soccer—Liga MX, Liga MX Femenil, and Liga de Expansión—share three sponsors: BBVA, Tecate, and Caliente. Liga MX and Liga MX Femenil share Nissan and Amazon, in addition to their respective brands.

Like Liga MX Femenil, Liga MX has five other sole sponsors: Maggi, Rexona, Ruffles, Charly, and Expedia. Liga de Expansión is the only one without its own sponsors.

In terms of attendance, this semester's regular season reached 319,441, surpassing the previous season's figure (Apertura 2024, with 266,122) by 13%.

On the other hand, it reached 22.4 million views by the quarterfinals, surpassing any previous record in that regard. One of the key factors was the launch of its free, digital streaming system in January across social media platforms on YouTube, Facebook, and TikTok.

“To this day, I see pure growth in what the league has achieved. It's one of the most followed leagues on social media, several sponsors have been added, and there's a much larger audience, from children, families, and men who, perhaps at first, didn't see it as viable, but now they love it. I do believe it's been a complete success and a growth trend since it began,” assesses Ileana Dávila, coach of Pumas Femenil between 2017 and 2021, and a pioneer in the league's creation process.

Reflection on the court

Pachuca and América are teams that excel at building their brand off the field, and it's reflected in their athletic performance.

The Hidalgo team has reached four finals between 2017 and 2025. They have finished runners-up three times so far, but they are consistently successful in the Liguilla stage.

The capital team, for its part, aims to win its third title in the 2025 Clausura to consolidate its position as the league's third-most successful team, behind Rayadas (4) and Tigres (6). It should also be noted that América has finished in the finals in five of the last six tournaments.

“Pachuca was one of the first to take a chance on this. It was the first team to have its own area for the women's team. I had the chance to compete against them, and they have a very nice area, with personalized locker rooms, a medical service area exclusively for them, a massage area—in other words, a truly women's-only area. The truth is, that's highly valued because it was one of the first teams to believe in this, and the results are there,” Dávila emphasizes.

“America is a team that has always invested in it, that has taken the interest it deserves, and has extremely high-quality players (…) It continues to be a very complete and strong team with very good coaching.”

Pachuca was one of the top three teams in attendance growth from the previous semester to this one, according to league figures. Las Tuzas grew by 195% during their nine matches at Hidalgo Stadium, with their forward, Charlyn Corral, setting an individual scoring record in this tournament with 21 goals in 17 matches.

Corral excelled in Europe for years before playing for Pachuca, as did Kenti Robles, a former Real Madrid player who currently plays for Tuzas. This same team brought Spaniard Jennifer Hermoso to Mexico, who currently plays for Tigres.

--What has made Pachuca's position particularly attractive for women's soccer?

-- “Pachuca, aside from having the Universidad del Futbol (Soccer University) there, has always been very interested in the women's team. It's a club that always develops players from its youth system, first and foremost. Two, it always supports soccer. Three, it has invested in bringing in players of Jennifer Hermoso's caliber, because the fact that a player of that quality and experience can come to Pachuca speaks volumes about the fact that, first, they have a very good structure, and then, the way they treat each other. Pachuca has always been known for being a key team, both in the men's and women's teams. This is also due to the management, the way they operate, how they seek sponsorships, and how they contribute to the team.”

A similar case to Jennifer Hermoso is Andrea Pereira, also Spanish, who came to Mexico through America and currently plays for Tuzas.

These signings, along with optimal sporting performance, generate interest among sponsors and fans for teams that show a genuine commitment to improving. This is the case with Pachuca and América, as well as Tigres, Rayadas, and Chivas, who have all been finalists in recent tournaments.

“I believe sponsors do help a lot, which is why we ask for them. We speak up every chance we get because, in the end, even though I'm no longer there as a coach, I experienced it and I have to keep speaking up. The more sponsorships there are, the better quality there will be, even at the club: in locker rooms, clothing, training, materials, and transportation. I can talk about when I was at Pumas and the day the car sponsorship came along, it was a blessing that solved, not completely, the players' lives, but it was an incredible help,” says Ileana Dávila.

The league boasted that the 2025 Clausura semifinals, Pachuca vs. Monterrey and América vs. Chivas, produced a total attendance of 85,891 across the four matches (home and away), a 71.9% increase compared to the same period in the previous tournament.

“We're lacking a lot of things, yes, but sponsorship support is still needed. In the Liguillas, the teams that advance are always the ones that have invested in them, the ones with a little more interest in being at the top, so sponsors are needed for everyone else as well, because we need a more competitive league, so that it's not always the same teams that make it to the Liguillas,” concludes the former Pumas coach.

CURRENT SPONSORS

• Liga MX Femenil: Nike, Carls Jr, Grupo Jumex, Kotex, Canon, BBVA, Tecate, Caliente, Nissan and Amazon (the last five are shared with Liga MX).
• Pachuca Women: Cementos Fortaleza, Charly, Telcel, Office Depot, Saba, Natulec and La Villita.
• America Femenil: Nike, Caliente.mx and Corona.