Coors Light & Sports Marketing Monterrey bring Socio MX Tour

Coors Light, the official sponsor of Liga MX, has partnered with Sports Marketing Monterrey on a three-year deal for the U.S. marketing rights of six Liga MX clubs. As part of the partnership, Coors Light is the presenting sponsor of the Socio MX Tour, which includes five friendly matches among first division Mexican soccer teams, including elite teams Cruz Azul, Club Monterrey and Pumas.

“We are very excited to bring Liga MX teams to soccer fans here in the U.S. There is nothing better than cheering on the team you grew up with,” said Marques Jackson, manager of sports and entertainment marketing for MillerCoors. “Our goal is to create an unforgettable experience for our Coors Light consumers and we believe this tour will achieve just that.”

The match between Cruz Azul and Monterrey kicks-off the annual tournament July 3 in Dallas. It will be followed by matches in San Antonio, Chicago, Los Angeles and San Diego. ESPN, a global media partner of the tour, will broadcast the games in more than 20 countries outside of the U.S., and Lieberman Broadcasting will broadcast the games in the U.S. via Estrella TV.

“We are thrilled to announce this partnership with Coors Light to provide the best Mexican soccer content in the United States, offering fans the opportunity to enjoy high quality exhibition games. In addition, fans will get to meet their soccer idols and experience soccer in a new and different way,” said Jorge Villalobos, CEO Sports Marketing Monterrey”

Tour Schedule:

Dallas: July 3 at 7:30 p.m., Cotton Bowl
Monterrey vs. Cruz Azul
San Antonio: July 6 at 6 p.m., Toyota Field
Monterrey vs. Scorpions (NASL Club)
Chicago: July 6 at 2 p.m., Soldier Field
Pumas vs. Cruz Azul
Los Angeles: July 9 at 8 p.m., Stub Hub Center
Chivas vs. Cruz Azul
San Diego: July 12 at 7:30 p.m., Petco Park
Crus Azul vs. Tijuana (Xolos)