America’s Team is ramping up its efforts to be Mexico’s Team.
The Dallas Cowboys have agreed to a multifaceted deal with TelevisaUnivision that includes both media rights and a commercial agreement.
- The Spanish-language network will have exclusive broadcast rights to the team’s preseason games in Mexico.
- It will also create supplementary content before and during the season, including training camp reports, interviews, and behind-the-scenes access.
- The three-year deal began on Saturday with the Cowboys’ preseason game against the Denver Broncos shown on the media company’s streaming service, ViX.
TelevisaUnivision will also help the Cowboys further develop their brand presence and grow sales in Mexico.
Marco Liceaga, TelevisaUnivision’s senior vice president of sports growth enterprises, called the Cowboys “the most popular NFL team in Mexico.”
Mega-Merger
Televisa and Univision closed their $4.8 billion merger in January.
The combined company saw revenues grow 11% year-over-year in the second quarter to $1.1 billion, but took a $7.5 million loss. Part of the reason for the loss was heavy spending on ViX, which launched in March.
The network, which calls itself the “home of soccer,” holds rights to UEFA’s Euro 2024 and 2028 tournaments, MLS, La Liga, Liga MX, Copa America, and Copa MX.
