Mexican National Teams Secure New U.S. Partnership With Ria Money Transfer.

Roger Hampel

Image: SUM

Ria Money Transfer has entered a multi-year commercial agreement with the Federación Mexicana de Fútbol (FMF) and Soccer United Marketing (SUM), becoming the official remittance services partner of both the Mexican men’s and women’s national teams in the United States. The deal strengthens Ria’s growing sports presence and ties the brand to one of the most commercially powerful fanbases in North American soccer.

The agreement was announced ahead of the Mexican men’s national team’s match against Paraguay in San Antonio, where Ria is expected to make its first in-stadium appearance as an FMF partner.

A High-Value Partnership Built Around the U.S. Market Ria Money

The collaboration is anchored in the FMF’s long-running MexTour, a U.S.-based commercial property operated by SUM for over two decades. With an estimated 65 million fans across North America, MexTour is one of the continent’s most successful football assets, consistently delivering near 50,000 average attendance per match over the last decade.

Under the new deal, Ria gains visibility and activation rights across:

• MexTour (Men’s National Team U.S. Tour)• MexTour W (Women’s National Team U.S. Tour)

• 2026 send-off events for the men’s national team ahead of the FIFA World Cup

• In-stadium and digital fan engagement platforms

The partnership positions Ria within a market where the Mexican national team regularly outdraws domestic U.S. sports properties in both attendance and media metrics.

Strategic Timing Ahead of the 2026 FIFA World Cup

Ria will become the first official send-off partner of the Mexican men’s national team ahead of the 2026 FIFA World Cup. With the tournament hosted by the U.S., Canada and Mexico, the partnership arrives during a period of unprecedented commercial opportunity for football in North America.

In addition, Mexico enters the World Cup cycle coming off a 2025 Gold Cup title, further increasing demand for premium match inventory and sponsorship rights.

Brand Positioning: Cultural Alignment and Remittance Market Dynamics

Ria’s leadership highlighted the brand’s alignment with the Mexican diaspora and the cultural significance of the national team. The cross-border remittance sector is highly competitive in the U.S.–Mexico corridor — one of the world’s largest — making football partnerships an increasingly strategic marketing channel.

By integrating into FMF’s U.S. presence, Ria gains:

• High-frequency brand exposure across Mexican fan communities

• Access to culturally engaged audiences in key remittance markets

• Positioned association with national identity and family connectivity narratives

The company plans to maintain a visible presence throughout MexTour and MexTour W events in 2026.

SUM Positions the Deal as Part of North America’s Football Acceleration

SUM Chief Revenue Officer Carter Ladd described the agreement as another example of the sport’s rapid commercial growth ahead of the 2026 World Cup. SUM, which manages Mexico’s U.S. commercial rights, has expanded its portfolio in anticipation of heightened demand from brands targeting Latino audiences and major-event cycles.

The federation and SUM emphasized the scale of the opportunity: multiple World Cup host stadiums will also stage MexTour games, bridging the gap between international competition and domestic fan engagement.