Prominent online casino and sports betting operator Caliente Interactive has inked a four-year arrangement to make its flagship Caliente.mx brand a ‘key commercial partner’ of the Mexican national football team.
The Tijuana-headquartered firm has joined the likes of Adidas, Coca-Cola, AT&T and insurance provider Banorte in becoming a principal ally of Mexican football as the men’s side, which is colloquially known as ‘El Tri’, continues to make preparations for the upcoming 2026 FIFA World Cup.
The Mexican men’s national football team is due to take part in the 23rd edition of the FIFA World Cup from June of 2023 and could have its championship chances boosted by the fact that its country will be serving as a co-host alongside the United States and Canada. The side failed to progress beyond the group stages of last year’s edition of the quadrennial football extravaganza but impressively managed to reach the quarter-finals in 1970 and 1986 when Mexico served as the sole host.
“We are extremely happy to make this dream of finally being an official sponsor of the Mexico national team come true at the perfect time because in 2026 we will be playing at home and Caliente.mx is the local brand of Mexico,” the Commercial and Marketing Director for Caliente.mx, Fernanda Sáinz, said. “What better opportunity to start this four-year sponsorship construction.”
Jose Romano serves as the General Sales Director for the Mexican Football Federation and he used a Thursday press conference held to announce the arrangement to express his delight at being able to ink the alliance with Caliente Interactive and its Caliente.mx brand.
“The alliance with Caliente.mx will allow us to work so that our unwavering fans have the best experiences from now on and towards the North American World Cup in 2026,” Romano said. “Let’s celebrate together this relationship that, without a doubt, will be very productive for both of us.”