Mexico City /
Liga MX lets out hundreds of millions of dollars by not selling the broadcast rights centralized as they do in the major leagues in the United States or the European “top”, as they continue to operate as an old league, leaving each club to negotiate their rights each season, according to sports marketing specialist Walter Franco.
According to the analysis carried out by this expert at Victus Advisors, Liga MX could sell its centralized broadcasting rights more expensive than the Premier League in the United States by the ‘rating’ that their parties have in that country.
How much does Liga MX generate?
“In MLS the league generates around $ 90 million per year within United States and Liga MX Together they generate between 90 and 110 million in the United States and if you compare yourself with the English league that generates more than 200 million per year then you can say that they are not taking advantage of that because they could earn more money than the English league at least in the United States because Liga MX has a higher rating than the Premier League and MLS and that’s just talking about the United States, “Franco said in an interview with Mediotiempo.
“If Liga MX has a global strategy to sell its rights in the eastern, European, South American and other markets, you could grab 20 million on different sides and those numbers would be a significant income, but for now the MX League only has a presence in the United States, some Central American countries, Ecuador, Serbia, but you lack the important markets in Europe ”.
The Liga MX market runs the risk of losing more money if an interest in it is lost, because if the ratings go down, the costs of the transmission rights also.
“Liga MX depends a lot on partners to exploit the brand but there is no strategy as a league and in five years they may begin to lose relevance in their own market and what will happen is that the rating drops and with that the value of transmission rights as well and they will no longer want to pay the clubs so much ”.
Is Liga MX attractive in Europe?
Walter Franco considers that if MLS is attractive to some countries in Europe, Liga MX is also it, because the clubs also have renowned players, as well as a long history that is known in other parts of the world.
“It can be a good market because when you see the profiles of the schools they have important players, for example MLS has the market in Europe despite the schedulesIt is obvious that Liga MX is an attractive league and if the MLS can make deals elsewhere, the Mexican league also has more because it has more legacy ”.
“It is one of the biggest leagues in the world, but there is little vision to grow the brand in other parts of the continent or on other continents.”
Tigres failed to take advantage of the Gignac market in France
Liga MX is not the only one that has let hundreds of millions of dollars escape, as also clubs like Tigres because they do not know how to take advantage of the Andre Pierre Gignac, by not taking the example of clubs like Bayer Leverkusen with Chicharito and Wolverhampton with Raúl Jiménez.
“A sample is what happens with Tigres that has not taken advantage of the French market with Gignac because there is no legal way to see the team in France and a great opportunity has been lost,” said Walter Franco.
“An example is the Leverkusen because as soon as they signed Chicharito They started with their networks in Spanish and began to get to know Mexican culture; they understood the market, then the example is with Wolverhampton who even had a commemorative shirt for the National Team ”.
When Gignac arrived in Mexico in 2015, the felines tried to win over some fans in France, but without the desired success, according to Franco.
“They are hiring experts and Tigres was able to activate the French market with an agency in that country to find business partners and that investment comes back quickly and they only tried from their Twitter account, they made publications in English and French but the problem is that they did not. they did well and stopped doing it and there they lost an opportunity ”.
.
