Nissan North America has entered into a high-profile multi-year deal with Univision Deportes and the Federacion Mexicana de Futbol (the Mexican national soccer team), becoming their official automotive partner.
The partnership kicks off as soon as Mexico takes the field against Senagal at Marlins Park in Miami, Florida, where fans attending the game will be able to witness Nissan's "presence" throughout the stadium.
According to the Japanese manufacturer, Nissan is among the top three automakers for US Hispanics, with the Rogue as the number two selling compact SUV among Mexican-Americans and number three for all US Hispanics. Of course, making a connection to soccer can only prove lucrative considering how this sport continues to be a core passion among not just Hispanics, but people all over the world.
According to the Pew Research Center, 65% of the 56.7 million Hispanics living in the United States are Mexican-American, of which 35 million are fans of the Mexican National Team.
"Hispanics have been fueling our growth this past year, and we recognize our engagement with Latinos as a driving force for our success," said Jeremy Tucker, Nissan North America marketing exec. "Nissan's marketing strategy is about leveraging cultural moments, and we wanted to go big and provide Mexican National Team fans an opportunity to access their favorite team. Through our shared love for the game, we look forward to continue developing authentic relationships with fans whose passion for fútbol is undeniable."
The deal couldn't have come at a better time since this is now the 14th edition of the Annual Mexican National Team US Tour, which averages more than 50,000 fans per game.
Mexico's current team roster includes quite a few well-known players such as veteran Goalkeeper Guillermo Ochoa, Defender Hector Moreno, Midfielders Andres Guardado and Jonathan dos Santos, and of course Forwards Javier 'Chicharito' Hernandez, Carlos Vela and Giovani dos Santos - all of which might play in the 2016 Copa America Centenario this summer, before the 2018 FIFA World Cup Qualifiers start in September, where Mexico will face Canada, El Salvador and Honduras in Group A.