The Cowboys have struck a deal with an international media empire that promises to expand the team’s already high level of popularity in Mexico.
The Cowboys and TelevisaUnivision, the top Spanish-language media and content company in the world, have come to terms on a multi-year commercial and media partnership deal.
TelevisaUnivision will now become the Cowboys’ strategic commercial agent in Mexico, which will help market the team locally through brand building strategies, expanded asset development and commercial sales.
Dallas already has a strong fan base south of the border and this move will only further cement the Cowboys as Mexico’s NFL team. This is what Marco Liceaga, senior vice president of sports growth enterprises at TelevisaUnivision, said about the partnership:
“The Dallas Cowboys are the most popular NFL team in Mexico and TelevisaUnivision enthusiastically embarks on this new venture as their international commercial partner. The team’s long-standing history as a premier global sports franchise is in lockstep with our company’s goal of bringing the very best to our Mexican sportsfanáticos. With 55 years of tradition in the country, the Dallas Cowboys are more than just an NFL team, they are Mexico’s NFL team.”
What the Cowboys deal with TelevisaUnivision means
TelevisaUnivision now has guaranteed media rights to broadcast the Cowboys’ preseason games in Mexico. The first broadcast came last Saturday in Dallas’ defeat to the Denver Broncos.
They will also deliver regularly scheduled Cowboys content while the NFL season is in full swing. This will include reports from training camp, analysis, interviews and behind-the-scenes access to one of the most-storied franchises in the NFL.
Here’s what Cowboys owner and general manager Jerry Jones said about the good news for Cowboys fans in Mexico:
“The Dallas Cowboys proudly continue to innovate ways to reach out to our dedicated Mexican fan base. This new initiative between two sports giants builds upon seven decades of collaboration dating back to the 1960s when the Vaqueros de Dallas first televised games in Mexico and now allows us to speak directly to the ever-growing enormous Mexican Cowboys fan base we currently have.”
The NFL continues pushing for an international presence
NFL commissioner Roger Goodell and his executives have made growing the game outside the U.S. a point of emphasis. This season, there will be five international games: three in London, one in Mexico and the first ever NFL game will be played in Germany.
Historically, the NFL has played 40 regular season games outside the United States. There have been 30 games in London, six in Toronto and four in Mexico City.
While Dallas doesn’t have any international games on the 2022 season schedule, they will in coming years. As part of the NFL’s switch to a 17-game schedule, each team will have to participate in at least one international game every eight years.