Mexico: a market full of promise for NFL teams

Mexico is not a new NFL market. It is one of the most passionate. Fans gather to watch games together, wear their team’s jersey with pride and follow the league in Spanish all season long. For NFL teams, the opportunity is clear. The challenge is to speak to these fans as locals, not as a distant American brand.

Since 2023, Samba Digital has helped several NFL teams build that closeness, online and on the ground.

Telling Mexican fans’ own stories

The best way to win a community is to celebrate it. With our in-house creative studio, Força, we produced Viva Chiefs Kingdom for the Kansas City Chiefs. The docu-series traveled to five Mexican cities (Chihuahua, Monterrey, Torreón, Puebla and Mexico City) to capture the personal stories that connect Mexican fans to the team.

It was the Chiefs’ first all-Spanish audiovisual production. It premiered on Fox Sports Mexico and the Chiefs’ YouTube channel, and won a Silver Clio and a Mid-America Emmy.

Bringing the team to Mexican cities

Mexican fans want to celebrate together. Our activations give them reasons to do it:

• Triple watch party, November 2023. Simultaneous Chiefs watch parties in Monterrey, Guadalajara and Mexico City for the rivalry game against the Raiders, each with its own host and NFL challenges, amplified by Fox Sports MX.
• Hasta La Muerte, October 2024. For the NFL’s Día de Muertos activation in Mexico City, we built a handmade Chiefs altar with a giant skull, cempasúchil flowers in Chiefs red and more than 1,000 themed giveaways.
• First official Dolphins watch party, October 2024. The Miami Dolphins’ first Mexican watch party featured NFL legend Nat Moore and mascot TD, a merch pop-up and fan games.
• Season launch, July 2025. A three-day Chiefs photo activation in Mexico City gathered 700+ fan registrations and 621K impressions.
• Super Bowl Experience Monterrey, February 2026. We designed the Chiefs’ interactive stand at the first-ever Super Bowl Experience in Monterrey, and provided coverage of the Houston Texans’ Super Bowl activation in the city.

Being present every week, in Spanish

Events create peaks. Content builds habits. For the Chiefs, we run a Spanish-language editorial engine: more than 150 web articles a year, three to four a week during the season, built around a weekly game guide. It started with Mexico and now covers Spanish-speaking markets across the region.

For the Houston Texans, we manage Instagram, Facebook and TikTok in Spanish under the Somos Texans banner. In less than three months, one platform grew its followers by 35%, and the accounts passed 1M impressions in a single month.

We also bring the NFL into Mexican culture. For the Chiefs’ Merry Mischief Christmas campaign, nine local influencers in Mexico and Spain introduced the Elf on the Shelf tradition to fans, generating more than 275K views.

What works in Mexico

• Local stories that show Mexican fans as the heroes.
• Cultural moments like Día de Muertos and Christmas, not just game days.
• Real-life gatherings in several cities, not only the capital.
• Weekly Spanish content to keep the relationship alive between events.

Want to grow your NFL fan base in Mexico? Talk to Samba Digital.