The Dallas Cowboys have strengthened their business alliance with Mexico by signing a three-year agreement to promote the state of Nayarit.
The alliance will help Jerry Jones’ franchise continue its plans to remain one of Mexico’s most popular NFL franchises.
Related:How the Dallas Cowboys became Mexico’s favorite NFL team
“The Mexican fans are extremely important to the Cowboys. We absolutely love the relationship with them,” Cowboys CFO Tom Walker said Friday at The Star during an event to make the announcement.
Cowboys
A September 2023 report by Forbes showed the Cowboys with a fan base of at least 15.2 million in Mexico. Among NFL fans from Mexico living in the United States, 54% support Dallas, according to the report.
Mexico is now the NFL’s largest market outside of the United States.
According to NFL Mexico, 42 million Mexicans are loyal followers of the league, a considerable number for a country of 120 million where soccer is the favorite sport.
“We do as much as we can to engage with our fans, and we’re proud to be able to take that next step and partner with the Mexican state of Nayarit to continue growing that relationship,” Walker said.
Nayarit’s minister of tourism, Juan Enrique Suárez del Real Tostado, explained that the Cowboys were chosen to promote the Riviera Nayarit because of the team’s penetration of the international market.
“Cowboys is a very emblematic team with an extraordinary fan base worldwide,” Suárez said. “Within our market strategy, Dallas is very important to us. It is a vital market for the development of the Riviera Nayarit.”
Related:Jerry Jones has been a pioneer in marketing Cowboys, NFL to the Latino fan base in US and beyond
The official said that the coast of Nayarit is an attractive tourist spot that attracts approximately 8 million tourists annually and that 15 large resorts are currently under construction.
Suarez said the Riviera Nayarit currently has 850 hotels with 31,000 hotel rooms that employ 85,000 people.
The Riviera Nayarit, located on the western coast of Mexico, has an annual touristic turnover of $3 billion. It is 40 minutes from Puerto Vallarta International Airport, where American Airlines operates direct flights from DFW.
Southwest Airlines offers flights with stops to Puerto Vallarta from Love Field. The area is expected to have its own international airport next year.
“Our relationship with the Cowboys will help us enormously to position the name of Nayarit in the market as important as the state of Texas is for us,” Suárez said.
The agreement will allow Riviera Nayarit to advertise at AT&T Stadium during Cowboys games. The team is expected to make promotional presentations in Nayarit with the presence of its cheerleading group.
Suarez explained that the governor of Nayarit, Miguel Angel Navarro Quintero, has implemented a safety strategy to ensure visitors’ safety.
The strategy includes purchasing modern equipment, increasing the number of officers guarding the streets, purchasing 250 new patrol cars, and implementing a Tourist Police.
Suárez said that becoming a sponsor of the Cowboys is a key step in making the Riviera Nayarit the most important tourist destination in Mexico.
“Nayarit is now in first place in foreign direct investment in tourism in all of Mexico,” Suárez said. “The alliance with the Cowboys makes Nayarit the destination of champions.”
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Publish date : 2024-09-20 11:59:00
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