Emulating American leagues is one of the proposals that are being considered in the MX League to increase team revenues. The centralized sale of assets such as uniforms is a first step
In the MX League, a “shock plan” is being built against the COVID-19 Pandemic. In an effort to mitigate the effects of the economic crisis affecting Coronavirus teams, they will try not only to sell together the television rights of all the teams in the Mexican tournament, but also to plan marketing the uniforms of all clubs, among other assets, to a single brand, as in NBA, MLB and NFL level competitions.
“We have to prove that the market pays more if it is negotiated by the league. If you are a cougar and earn five pesos to sell the rights to your uniform, you will not release it to me if I do not think you will earn more than five. You will not even see controversy, we will ask the market what they think about the uniform of one of the three most important leagues on the continent, we will see what the market tells us. I have proof and I am sure that the market will give us more than what we have, “said Mikel Arriola, executive president of the MX League. ESPN Digital.
The initiative is part of a shock plan against the effects of the COVID-19 Pandemic, which is being exposed to clubs during their meetings with the League president. Not only will he seek to market uniforms, billboards and social media spaces are also being considered.
“There are assets that we can trade better if we centralize them. If we centralize something negotiated by many parties, you have to generate economies of scale and receive more than each of the participants receives, we see what assets we can put in that basket. Uniforms, fences, because it is urgent to return the flow of money to the teams to invest in talent, in which they invest, in addition to the basic forces, and this to offer the public as best as possible “, added Mikel Arriola.
The project methodology will start with an assessment of the value of all Liga MX team uniforms, billboards and even social networks. Subsequently, public competitions will take place, so that those interested can bid and a single brand to keep the concession, as in the leagues in the United States (NBA, MLB, MLS, NFL).
“We will first know how much we are worth, through an evaluation, and we will go out in a private but public competition, we will ask the market and let the market compete for the asset, thus eliminating the individual negotiations in which less is earned,” he said. explained.
America, Chivas, Cruz Azul, Pumas, FC Juárez, Tigres, Monterrey and all teams could be dressed by the same brand, looking to improve revenue and mitigate the effects caused by the coronavirus pandemic.
“So, with other assets that we go through, integrating and marketing new spaces, both from teams and from the MX League itself, the spaces on social networks, those spaces must be invigorated with our brand and come out to sell them “, said the president of the tournament.