NFL fan marketing in Mexico, Digi Mart USA News: Mexico is the largest NFL market outside the United States, with more than 40 million fans according to official figures. A few weeks before the league returns to the country, data firm Lotame analyzed the digital behavior of these fans to identify their interests, habits and affinities beyond American football.
The data shows that Mexican NFL fans’ interests extend to other sports, travel, consumer spending and financial services. Based on the analysis, Lotame offers four insights for brands seeking to connect with this audience.
1. NFL fans’ interests go beyond American football. Mexican NFL fans are 2.1 times more likely to follow soccer, an activity present among 91% of the audience. They are also 2.5 times more likely to follow baseball and 3.2 times more likely to follow boxing compared with the average.
For brands, this widens the spaces where they can reach these consumers. Sports campaigns need not be limited to American football, as content and environments related to soccer, boxing and motorsports can also help reach the same audience.
2. Connect with a frequent, business and family traveler. Travel is also an important part of these fans’ interests. The audience is 2.5 times more likely to show interest in air travel (83%), 2.7 times more likely to book business trips (73%) and 3.2 times more likely to research travel within South America.
They also show greater interest in budget travel, at 3.6 times the likelihood, and family travel, at 1.9 times. For airlines, travel agencies and tourist destinations, these findings open opportunities to reach an audience that combines leisure and business travel.
This audience can be contacted with messages about promotions and prices, experiences and higher-value offers.
3. Engage around their consumption habits. Games can also become a moment of consumption. Mexican NFL fans are 3.1 times more likely to eat at fast-food restaurants and 2.6 times more likely to frequent restaurants, bars and nightclubs, an activity that reaches 78% of the audience.
The affinity extends to retail: 86% buy clothing, 2.3 times the average, while interest in men’s fashion and athletic wear is 2.9 times higher. They are also 2.2 times more likely to look for deals.
For food, beverage, retail and athletic apparel brands, games and shopping seasons may represent natural moments to activate promotions, products and experiences tied to the occasion.
4. Consider their decision-making power and financial interests. This audience also stands out for its professional profile. 81% are business decision-makers, 2.4 times the average. In financial matters, they are 3.2 times more likely to research home financing options and 3.1 times more likely to compare credit cards.
They also show a stronger affinity for the automotive sector, at 2.6 times the likelihood of searching for SUVs and pickup trucks. For financial services, automotive and telecommunications companies, these behaviors may be relevant when designing campaigns aimed at consumers with longer decision processes.
The audience’s professional profile also opens opportunities for B2B strategies.
Sebastián Yoffe, LATAM General Director of Lotame, said: “NFL fans in Mexico do not fit into a single category, and that reminds us that behind every audience is a community with many facets. The league’s return to Mexico is a good occasion for brands to go beyond the traditional segment and connect with fans in a more complete way.”
Yoffe added: “At Lotame we have spent 20 years helping brands turn data into decisions. With audience insights, profiling and activation tools, we can now identify these consumers, understand what motivates them, and help brands reach them with the right message, through the right channel, at the right moment.
The NFL in Mexico is a great opportunity to show what happens when brands decide with data rather than assumptions.”
