Coors Light, the official sponsor of Liga MX, has partnered with Sports Marketing Monterrey on a three-year deal for the U.S. marketing rights of six Liga MX clubs.  As part of the partnership, Coors Light is the presenting sponsor of the Socio MX Tour, which includes five friendly matches among first division Mexican soccer teams, including elite teams Cruz Azul, Club Monterrey and Pumas.

“We are very excited to bring Liga MX teams to soccer fans here in the U.S.  There is nothing better than cheering on the team you grew up with,” said Marques Jackson, manager of sports and entertainment marketing for MillerCoors.  “Our goal is to create an unforgettable experience for our Coors Light consumers and we believe this tour will achieve just that.”

The match between Cruz Azul and Monterrey kicks-off the annual tournament July 3 in Dallas.  It will be followed by matches in San Antonio, Chicago, Los Angeles and San Diego. ESPN, a global media partner of the tour, will broadcast the games in more than 20 countries outside of the U.S., and Lieberman Broadcasting will broadcast the games in the U.S. via Estrella TV.

“We are thrilled to announce this partnership with Coors Light to provide the best Mexican soccer content in the United States, offering fans the opportunity to enjoy high quality exhibition games. In addition, fans will get to meet their soccer idols and experience soccer in a new and different way,” said Jorge Villalobos, CEO Sports Marketing Monterrey”

The tour will feature player appearances in each market. Players will sign autographs and take photos with legal-drinking-age fans at in-store events before the games.  In Chicago, a camera crew will capture the players and all the behind-the-scenes-action before and after the game.

Tour Schedule and Tickets:

Dallas: July 3 at 7:30 p.m., Cotton Bowl
Monterrey vs. Cruz Azul
Tickets available through Ticketmaster, Fiesta Mart and Supermercados El Rancho

San Antonio: July 6 at 6 p.m., Toyota Field
Monterrey vs. Scorpions (NASL Club)
Tickets available through Ticketmaster

Chicago: July 6 at 2 p.m., Soldier Field
Pumas vs. Cruz Azul
Tickets available through Ticketmaster

Los Angeles: July 9 at 8 p.m., Stub Hub Center
Chivas vs. Cruz Azul
Tickets available through Stub Hub and

San Diego: July 12 at 7:30 p.m., Petco Park
Crus Azul vs. Tijuana (Xolos)
Tickets available through Ticketmaster

For more information on the Socio MX Tour please visit or @SportsMKTMTY on Twitter.

About Sports Marketing Monterrey
Founded in the city of Monterrey, Mexico by successful brothers Jorge and Javier Villalobos, with offices in United States. Sports Marketing Monterrey is focused on helping companies, Non-profit organizations, Pro-Teams, athletes and governments connect with the Hispanic market in meaningful ways. The agency currently represents over 47 professional athletes worldwide and promotes professional soccer match games with the TOP elite teams from Mexico and South America, among having the exclusive rights of elite Soccer Teams in United States for marketing, merchandising, match games, among other categories.

At an International level, Sports Marketing Monterrey provides consulting and business development services to companies, governments and sports clubs.

About Coors Brewing Company
Coors Brewing Company was founded in 1873 by Adolph Coors, who chose the Clear Creek Valley in Golden, Colo., for his new brewery because of the pure water in the nearby Rocky Mountain springs. The brewery’s original and most enduring beer is Coors Banquet (,, still brewed exclusively in Golden using only Rocky Mountain water and high-country barley. Coors Light (,, @CoorsLight on Twitter) was introduced in 1978 and now is the second-best-selling beer in the United States. Triple-filtered smooth Keystone Light (, is one the country’s most popular economy beers. Coors Brewing Company operates in the United States and Puerto Rico as part of MillerCoors, a joint venture of SABMiller plc and Molson Coors Brewing Company.

SOURCE Coors Light

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