The Mexican Football Federation (FMF) has announced a new multi-year partnership with DoorDash, marking another step in its growing U.S. sponsorship strategy ahead of the 2025 MexTour. The deal strengthens FMF’s commercial presence in the United States and aligns with the federation’s broader push to engage its massive U.S.-based fanbase in the lead-up to the 2026 FIFA World Cup.
Expanding MexTour’s Commercial Footprint
As part of the agreement, DoorDash will receive prominent in-stadium branding — including LED pitch-side hoardings — at all MexTour and MexTour W fixtures throughout the duration of the deal. From 2026 onward, the partnership will evolve to include co-branded giveaways, with fans gaining access to exclusive tickets, hospitality experiences, and VIP access to select matches.
The deal was facilitated by Soccer United Marketing (SUM), the commercial arm of Major League Soccer (MLS), which manages FMF’s sponsorship and marketing initiatives in the U.S. market.
Driving U.S. Growth Through MexTour
The 2025 MexTour — now in its 22nd edition — begins with MexTour Live Dallas, a combined music and culture festival taking place ahead of Mexico’s high-profile fixture against Colombia on October 11 at the 80,000-seat AT&T Stadium in Arlington, Texas.
Later in the year, Mexico will face Paraguay on November 18 at the Alamodome in San Antonio, Texas, continuing the tour’s mission of blending sport, culture, and community engagement across key U.S. cities.
With more than 65 million Mexican football fans in the United States, FMF views the MexTour as both a commercial and cultural bridge — connecting North American audiences to the passion of Mexican football.
Momentum Building Ahead of the 2026 FIFA World Cup
With Mexico set to co-host the 2026 FIFA World Cup alongside the U.S. and Canada, the FMF is strategically expanding its sponsorship portfolio to strengthen visibility and brand affinity in the U.S. market.
Recent partnerships include deals with Taste Salud, Burger King, and Keurig Dr Pepper, all aimed at integrating the MexTour into the American sports and lifestyle ecosystem.
The addition of DoorDash — a brand synonymous with convenience, speed, and local connection — complements this vision, positioning the MexTour as a truly fan-first experience that extends beyond the pitch.
The FMF–DoorDash partnership reflects a growing trend in cross-border sports commercialization, where federations leverage cultural affinity and diaspora audiences to build high-value sponsorship ecosystems.
By integrating lifestyle brands like DoorDash into the football experience, FMF is turning its U.S. fanbase into an engagement platform — not just for football, but for commerce, culture, and community activation.
This model sets a precedent for other federations seeking to expand beyond domestic markets ahead of major global tournaments like the World Cup.
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