This is the the company’s first sponsorship for a sport in Mexico. And according to the manager, they chose this sport because of its scope and its tradition in the country. “We have great sports luminaries and the rescue that the team owners and the president of the league have made, in addition to the family issue, is important to us,” he declared.
But it’s not just the snacks, which are often shared during events. “Los Originales del Beis”, the classic cochinita pibil tacos sold at the Alfredo Harp Helu stadium, the home of Diablos Rojos del México, will be made with Mission tortillas.
With the sponsorship of Mission, the league has 13 sponsors, among which is the brand of hats and sportswear New Era, which renewed its contract for five years More last April.
But the business is not only for sponsors. Between 2019 and 2023, sponsorship income for the LMB has increased 700%, with an advance of 780% in the reach of audiences, according to data shared by Horacio de la Vega, president of the LMB.
“We went from being a league that knocks on doors so that they start looking for us to join the project and that changes the dynamics of the business model,” said the manager, who has presided over the league since 2019.
Mission Foods commitment to innovation to grow and in recent years has developed a portfolio of products aimed at those consumers looking for options with fewer carbohydrates and calories.
Nader Badii González commented that it was in the United States where they began to market these products, while in Mexico the growth is between two and three digits. “We have gotten into the subject of innovation for healthy products a lot because it is a category that is here to stay,” he declared.
Mission Food has plants in Monterrey, Tijuana and Huejotzingo, in Mexico, as well as one in Los Angeles and another in Texas in the United States. This Gruma subsidiary distributes its products in Europe and China.
In the first quarter of the year, Gruma made capital investments for 49 million dollars, part of the resources were directed to equipment upgrades at the Dallas tortilla plant.
“The market is responding and the variety of products reaches all points of oreco and all levels of the consumer,” he commented.