How Mexico Became the NBA’s Most Promising International Market

For over thirty years, the NBA has cultivated a strong relationship with Mexico. But in recent years, this dynamic has reached a new level. On November 1, 2025, the NBA will host its 34th game in Mexico, featuring the Dallas Mavericks and the Detroit Pistons in Mexico City, a record for any country outside the United States and Canada. This number marks a major shift: Mexico is no longer just a stop on the league’s global tour, but a strategic pillar in its international development.

Beyond the spectacle: A structural investment

Games held in Mexico are no longer just PR stunts. They are part of a long-term investment strategy that touches all pillars of the NBA’s business model: broadcasting rights, talent development, merchandising, community engagement, and potentially, the creation of a local franchise in the future.

At the heart of this strategy is Mexico City. With over 22 million people in its metropolitan area, the city rivals New York or Los Angeles in terms of reach. Its infrastructure, especially the Arena CDMX (formerly Arena Ciudad de México), already meets NBA standards: over 22,000 seats, cutting-edge facilities, and a history of hosting international events.

A growing fanbase

Mexico now boasts over 30 million NBA fans, making it one of the league’s five largest international markets. And the passion is visible: fans fill the arena, consume content on social media, buy merchandise, and engage with the league’s campaigns.

The NBA has multiplied its media partnerships to deepen these ties, including deals with ESPN, Star+, and Televisa, localized Spanish content on NBA League Pass, and original Spanish-language programming since 2022. Social media content is also tailored for Mexican and Latin American audiences.

A development pathway for the region

The NBA isn’t content with merely appearing in the region from time to time. Since 2021, the Mexico City Capitanes have competed in the NBA G League, the league’s official minor league. Although they’re not yet affiliated with an NBA franchise, they represent a strong anchor for Latin American fans and a gateway for regional talent.

In parallel, the NBA Academy Latin America, located in San Luis Potosí, has become one of the league’s most ambitious international development projects. It hosts top young players from across the continent, offering elite coaching and academic education, with several alumni already drawing attention from U.S. college and NBA scouts.

Creating connection beyond the court

The NBA’s impact in Mexico goes beyond sports. Thanks to its partnership with Zignia Live, the league has increased local activations: youth clinics, pop-up events, school visits, and meet-and-greets with mascots and NBA legends. The result is a close, personal connection with younger generations.

On the retail side, the NBA expanded its commercial presence with the opening of its first official store in Mexico in 2023, in collaboration with InnovaSport. It features exclusive merchandise, jerseys, and souvenirs, all tailored to Mexican fans’ preferences.

Toward a franchise in Mexico City?

All of these signs are fueling an increasingly credible rumor: a future NBA franchise in Mexico City. Commissioner Adam Silver has even called the city a “serious candidate” for expansion. The city ticks nearly every box: market size, basketball passion, a suitable arena, a strong fanbase, and significant media presence.

Of course, some logistical challenges remain, such as travel, taxation, and time zones, but strategically, Mexico appears ready. According to ESPN’s Brian Windhorst: “It’s not far-fetched to think the league is laying the groundwork for a franchise.”

With a likely expansion to 32 teams, Las Vegas and Seattle are often listed as top candidates, but Mexico City is increasingly mentioned as part of the leading trio.

A model for international growth

While waiting for an official announcement, the NBA continues to build in Mexico a sustainable growth model, combining infrastructure, local engagement, player development, and media activation. The November 1, 2025 game between the Mavericks and Pistons will be another milestone, no longer to see if Mexico can host the NBA, but how fast it can become a centerpiece of it.