In a move to engage with the growing Mexican soccer fan base in the United States, fast-food giant Burger King has signed on as the official quick-service restaurant partner of the Mexican national teams for their U.S. tours.
The multi-year agreement, brokered by Soccer United Marketing (SUM), the commercial arm of Mexico’s annual U.S. Tour and Major League Soccer, will see Burger King activate around both the men’s MexTour and the newly introduced women’s edition, MexTour W.
As part of the deal, Burger King will receive prominent in-stadium signage and fan engagement opportunities during the matches. The brand will also offer a special match day meal promotion designed around the MexTour events.
Additionally, Burger King will have a presence at the highly anticipated men’s national team match against the U.S. at Akron Stadium in Guadalajara, Mexico, on October 15.
The Mexican men’s national team has consistently drawn large crowds during their U.S. tours, with matches averaging nearly 60,000 fans over the past decade. The introduction of the women’s MexTour W in 2025 is expected to further expand the brand’s reach, capitalizing on the growing popularity of women’s soccer.
“This partnership allows us to connect with the passionate Mexican soccer fan base in the U.S. and engage them through our brand,” said a Burger King spokesperson. “We’re excited to be part of the MexTour experience and offer fans a special match day meal to enhance their enjoyment of the games.”
The deal was facilitated by SUM’s VP of Brand Alliances, Hugo Pimienta, and Sr. Manager of Brand Alliances, John Rose, who worked closely with Burger King to create a mutually beneficial partnership.
As the 2026 FIFA World Cup, co-hosted by the U.S., Mexico, and Canada, approaches, this sponsorship aligns with Burger King’s strategy to strengthen its presence in the soccer community and tap into the growing enthusiasm for the sport in North America.