Nissan sponsor of Azteca America Liga MX Games
June 9, 2015
Azteca America announced that it has signed Nissan as presenting sponsor of the Liga MX Games on Azteca stations through March, 2016 in a total of 27 markets. This deal reflects the Station Group’s ongoing efforts to execute national marketing opportunities with local extensions for client partners.
Nissan’s sponsorship kicked-off in April and the first phase of the activation culminated with the Liga MX Final Games between Club Santos Laguna and Querétaro F.C. that aired on Thursday, May 28 and Sunday, May 31. The game between Querétaro and Santos on Sunday, May 31 was the highest-rated primetime sports event on broadcast television, averaging 1,164,000 total viewers, 701,000 adults 18-49 and 501,000 men 18-49, according to Nielsen.
“This sponsorship reinforces Azteca’s commitment to become Hispanic USA’s sports leader, arising from the increasing popularity of Liga MX Soccer and our ‘Viernes Futbolero’ (Friday Night Futbol) franchise,” said Enrique J. Perez, Executive Vice President, Station Group, Azteca America. “U.S. Hispanics are craving comprehensive coverage of their favorite soccer teams. We are excited to welcome Nissan as a presenting sponsor and together connect with our passionate audience and consumers through more engaging programming and experiential activations.”
As presenting sponsor of the Liga MX Games, Nissan receives premier positioning and branding in each game, in addition to weekly Nissan Liga MX on-air promotions throughout the broadcast week. Azteca and Nissan will also collaborate on weekly integrations in each of the games.
“Nissan has the most diverse consumer base of any automaker, and we know it’s crucial to reach out to each consumer group in a genuine and authentic way,” said Fred Diaz, Senior Vice President of Sales & Marketing and Operations, Nissan North America. “Partnering with Azteca America for the Liga MX Games allows us to leverage the enthusiasm soccer fans have for the sport and show them the excitement they’ll discover behind the wheel of a Nissan.”
