The partnership with Mexican Football Federation (FMF) will see Caliente serve as the new partner of Mexico’s National Team for a period of four years.
Caliente joins respected names who are presently sponsoring the team and will have its logos and assets featured alongside those of Coca-Cola, AT>, Banorte, and Adidas’. The partnership comes ahead of World Cup 2026 which will be co-hosted by Mexico, the United States, and Canada.
Commenting on this new opportunity, Caliente.mx marketing director and commercial Fernanda Sáinz said that the operator was very happy to see this partnership come to fruition. She described it as a “dream come true:”
We are extremely happy to make this dream come true of finally being the official sponsor of the Mexico National Team at the perfect time because in 2026 we play at home and Caliente.mx is the local brand of Mexico; what better opportunity to start this four-year sponsorship construction.
Caliente.mx marketing director and commercial Fernanda Sáinz The partnership is important as it has a historic and contextual significance, too. This is the first time Mexico’s National Team has agreed to work with a sports betting operator. There is a similar trend currently underway north of the border, with many teams and even leagues partnering with sportsbooks as their official betting partners.
Meanwhile, FMF general sales director José Romano was of a similar mind and said that the alliance with Caliente.mx will allow the organization to work towards engaging with fans and deliver fantastic experiences ahead and during the North American World Cup in 2026.
“Let’s celebrate together this relationship that, without a doubt, will be very productive for both of us,” Romano wrapped up.