Mexico’s national soccer team has increasingly treated the United States as a lucrative second home for its matches, a trend that has grown steadily over the past two decades. Even during extreme heat warnings, tens of thousands of fans fill large U.S. stadiums like the Los Angeles Memorial Coliseum, where 56,529 spectators recently watched Mexico face Chile. The games are marketed to Mexican and Mexican-American fans in the U.S. with the slogan “somos locales” (“we are local”), signaling that Mexico is effectively the home team on American soil. This strategy leverages a large, passionate fan base and stadiums with much greater capacity than many venues in Mexico.

The financial partnership behind this phenomenon is largely driven by Soccer United Marketing (SUM), the commercial arm of Major League Soccer. Since 2003, SUM has helped organize and market Mexico’s U.S. friendlies, which by 2022 had attracted 4.4 million fans to 98 matches. The collaboration has generated substantial economic value, with estimated combined revenues from ticket sales, sponsorship, merchandise, and media rights approaching $400 million during the first 12 years. Mexico’s matches in the U.S. allow for higher ticket prices and greater corporate sponsorship deals, made viable by the sizable and loyal Mexican-descendant population in America, which numbers 36 million.

Despite the commercial gains, Mexico’s frequent U.S.-based friendlies have faced criticism in Mexico, where some view them as “moleros,” or events designed primarily for profit rather than competitive significance. Nonetheless, federation officials defend these matches as important for team preparation ahead of major tournaments like the World Cup. The Mexican Football Federation (FMF) has embraced the U.S. model due to clear financial advantages; in 2015, an agreement with SUM guaranteed Mexico $2 million per game on U.S. soil—about three times the amount earned from games in Mexico. This reliance on U.S. revenues has grown so significant that in 2022, FMF president Yon De Luisa stated that income from U.S. sponsors and SUM-organized tours accounts for more than one-third of the federation’s annual budget.

Beyond just the men’s senior team, the FMF-SUM partnership expanded to include the women’s national team in 2022, indicating the growing commercial value of Mexican soccer in the United States. Mexico has consistently drawn massive crowds even for matches against less high-profile opponents, with attendance figures often exceeding 50,000 fans per game. The involvement of SUM as the exclusive U.S. commercial rights holder creates a comprehensive business ecosystem where games are packaged with sponsorships, concessions, media exposure, and merchandise sales, turning each match into a major revenue-generating event. This model has entrenched the U.S. as a vital market for both competitive and financial reasons, ensuring Mexico’s continued return for friendlies and tours.