The Rise of Women's Soccer in Mexico: Why Brands Should Pay Attention to Liga MX Femenil

By Regina Miranda

It's time to open our eyes to the revolution happening in Mexican soccer.

 Women's soccer is on an unstoppable rise, capturing the attention of millions and becoming an ideal space for brands looking for a genuine and powerful connection with a growing audience.

In fact, the Liga MX Femenil has already attracted sponsors like Nike, BBVA, and Amazon—companies that see not only the long-term potential but are also betting on a promising future. Women's soccer offers a unique opportunity. It's a platform with modern values: inclusion, empowerment, and a high level of competition that resonates with a new generation of consumers. Brands that partner with Liga MX Femenil show that they believe in these principles, and that authenticity is a priceless asset in today's market.

 The league's success isn't a secret. Stadium attendance has grown significantly, digital audiences are multiplying, and its media visibility is increasing rapidly. For a brand, this means unprecedented visibility and the chance to be part of a success story from the beginning. It's more than just a sponsorship; it's an investment in the future of the sport and in an audience that values companies that support change.

The return on investment is undeniable. Brands that have entered this emerging market report strong engagement with the community, generating loyalty and positive word-of-mouth. It's an opportunity to build a powerful brand narrative that goes beyond a simple advertisement.

An example of this impact is the transfer of Lizbeth Ovalle. The Mexican player, a star for Tigres Femenil, has become the most expensive transfer in the history of global women's soccer, an event that not only validates her talent but also elevates the status of the Liga MX Femenil on a global scale.

 "Champions keep playing until they get it right." - Lizbeth Ovalle

Despite the growth of women's soccer, a significant salary gap still exists compared to men's soccer. While player Cristiano Ronaldo earns approximately $215 million annually, one of the highest-paid female players, Aitana Bonmatí, has an annual salary of around $1.08 million. This salary contrast shows that there is still a long way to go in the pursuit of economic equity and recognition for female athletes.

 The following table shows the salary differences between the top-paid male and female soccer players:

Annual Salary Distribution – Top Male Soccer Players (USD Millions) – Top Female Soccer Players (USD Millions)

Women's soccer is a social movement that promotes gender equality and the empowerment of women in sports and society. By investing in the Liga MX Femenil, brands position themselves as agents of change, contributing to a significant cause that more and more people value.

"Women’s soccer is not just a sport, it’s a movement reshaping the way brands connect with audiences. At Shine Entertainment Media, we believe the Liga MX Femenil represents one of the most exciting growth opportunities in global sports marketing. Partnering with this league means aligning with values of empowerment, inclusion, and innovation — the very values today’s consumers reward with loyalty and engagement." - Dario Brignole, CEO of Shine Entertainment Media

References

Bravo, K. G. (2023, 6 junio). Nike y su poderoso patrocinio en la Liga MX Femenil. Revista Merca2.0. https://www.merca20.com/nike-y-su-poderoso-patrocinio-en-la-liga-mx-femenil/

FIFA Women’s Football Benchmarking Report expanded to offer detailed global insights and recommendations. (s. f.). https://inside.fifa.com/womens-football/news/womens-football-benchmarking-report-detailed-global-insights-recommendations

Staff, F. (2025, 1 julio). El futbol femenil en México es un mercado de 300 mdd. Forbes México. https://forbes.com.mx/el-futbol-femenil-en-mexico-es-un-mercado-de-300-mdd/

Domínguez, N. (12 julio) ¿Quiénes son las jugadoras mejor pagadas del mundo? Top 10 de salarios y lista de mejores sueldos de fútbol femenino en 2025. DAZN. https://www.dazn.com/es-MX/news/f%C3%BAtbol/jugadoras-mejor-pagadas-mundo-top-10-salarios-lista-mejores-sueldos-futbol-femenino/e29tcza7o8t3z6r937fqvcsx

Reséndiz, G. (2025, 27 agosto). La transferencia de Ovalle representa su nivel y Liga MX Femenil - ESPN. ESPN.com.co. https://www.espn.com.co/futbol/mexico/nota/_/id/15597130/lizbeth-ovalle-fichaje-orlando-pride-representa-liga-mx-femenil