Leagues Cup Unveils Cross-Border Brand Evolution by Latino-Led Content CO

Leagues Cup has unveiled a new cross-border brand evolution developed by Orlando-based Content CO in partnership with Monterrey-based agency Copa Entertainment – marking the latest milestone in a three-year collaboration rooted in data, cultural insight, and a product-driven approach to content.

Founded and led by an all-Latino leadership team, Content CO operates as an end-to-end multicultural, multilingual content agency built at the intersection of editorial and technology. The company treats content as a product – continuously informed by audience behavior, tested in-market, and refined to drive growth.

“Leagues Cup’s new identity follows our product mindset: It’s built from deep, ongoing research into the fans shaping a new multicultural, cross-border soccer culture we’ve proudly served for 2.5 years”, said Marcos Peres, President of Content CO. “Everything we create is designed to meet their needs and speak their language – our language.”
That philosophy has shaped Leagues Cup’s evolution from tournament to year-round content platform. Over the past three years, Content CO has led the competition’s digital content strategy and execution across English, Spanish, and French – building a multi-language ecosystem designed to inform, educate, and entertain fans across the U.S., Mexico, and Canada.

“What makes Leagues Cup compelling is the intersection of leagues, cultures, and identities,” said Ava Taylor, Director of Marketing for Leagues Cup. “It’s also reflected in the stands, where fans engage with both leagues across communities and markets. This evolution is about building a brand that reflects how the game is experienced across North America today.”
Through real-time analytics, influencer collaborations, and culturally relevant storytelling, the agency has amplified the rivalry between Major League Soccer and Liga MX, positioning Leagues Cup as a must-watch property for North America’s fastest-growing soccer audience. In 2026, Content CO expanded its role to include paid media and all creative, delivering a fully integrated, end-to-end model.

The newly unveiled brand evolution reflects this same process. Grounded in ongoing research into fan behaviors and needs, the system introduces a flexible identity built for a diverse, cross-border community – one that demands both consistency and cultural nuance at scale.

A key outcome of this approach has been the development of a distinctive multicultural Spanglish tone of voice – mirroring how fans naturally engage across languages and platforms. The performance has been decisive: in 2025, Spanglish content drove 61% higher engagement than English on Instagram. On X, it outperformed Spanish-language posts with 8% greater reach and delivered the highest average engagement across all North American leagues, with 698 engagements per post. Shareability increased 25% year-over-year.

Developed with a cross-border lens alongside Copa Entertainment, the identity is anchored by the Leagues Cup trophy and incorporates visual elements inspired by the region. The system is designed to scale seamlessly across broadcast, digital, and in-stadium environments while allowing for localized expression across markets.

“Our goal was to create a system that moves fluidly across cultures while remaining grounded in a singular, consistent identity,” said Pablo Leva, Co-Founder of Copa Entertainment. “Leagues Cup connects audiences across the U.S., Mexico, Canada, and beyond. We see this as more than a visual language—it’s a shared space where different identities feel represented, connected, and proud.”