Tigres maintains international and personalized roar plan

Tigres celebrated its 65th anniversary in 2025 , maintaining its presence on the field in the final stages of Liga MX and the Concacaf Champions League. But sports aren't the only thing occupying its office. At the same time, the team has a concrete plan to elevate its brand.

"I think the goal is very clear and specific: to continue being close to our fans, to continue getting to know each other better, and to maintain that ever-growing relationship," Carlos Valenzuela, Tigres' vice president of operations and business, told El Economista.

There are two key concepts in Tigres ' present and future strategy. The first is brand internationalization, and the second is fan personalization.

Regarding the former, Tigres has built a strong legacy beyond Mexico, starting with its geographic and demographic proximity to the United States (with around three million fans), but also with the signing of players from national teams such as France, Argentina, and others.

The path remains fertile for establishing themselves internationally. This is how Mauricio Culebro, the team's president, sees it in his strategy shared with this newspaper.

“To increase our international impact, we work on and off the field. We have a highly professional scouting and sports intelligence team that seeks out the best talent globally. The foreign players we can recruit are an essential part of this reach, as they bring us natural audiences from other countries, as was the case with André-Pierre Gignac (France), Nahuel Guzmán, and Guido Pizarro (Argentina). Continuing to achieve strong positions in international tournaments, such as the Leagues Cup and the Concacaf Champions Cup, also contributes to attracting attention from other countries.”

Regarding the layout

Off the field, Culebro emphasizes: “We're focused on expanding our brand, especially in the United States, through our English-language social media accounts, fan events, and partnerships with exclusive sponsors. Additionally, we currently have 15 academies in the United States and are constantly growing.”

Sporting and media upswing

Although Tigres was founded in 1960, its sporting rise began in the 2010s, winning six Liga MX titles, one Copa MX title, four Mexican Champion of Champions titles, one Concacaf Champions League title, and two Champions Cup titles. The tally: 11 national titles and three international titles.

This also transformed into media promotion, taking advantage of the communication tools that exist today.

For this reason, Tigres' name has resonated on other continents, a formula for success based on its titles and international signings.

In recent years, the club's commercial alliances have entered the equation, whose impact is also being measured in various countries and, above all, with the digital consumption of new generations on topics that transcend football.

“Tigres not only competes on the field, but also in culture and reaching new audiences. Collaborating with brands like Apple, Warner Bros, DC Comics, Netflix, and Spotify has allowed us to expand our brand territories, connect with new generations, and position ourselves in spaces where soccer wasn't always present.

"In the future, we are open to new partnerships that will allow us to continue crossing borders, whether in the world of entertainment, gaming, technology, or fashion, always with the goal of staying close to those who live the present and future of sports," emphasizes Carlos Valenzuela.

It's worth noting that, in addition to the success of the men's team, the women's team has also won the most trophies in Liga MX, with six out of 14 possible, and also boasts internationally renowned figures such as Jennifer Hermoso (Spain).

“We've seen many strategic alliances we've developed, and the reality is that they're taking us to places Tigres traditionally wouldn't have been able to reach alone. That's why we're forming these alliances, to reach entirely new sectors for us (…) These partnerships reinforce the club's innovative identity and its ability to adapt to what's culturally relevant today, always finding the connection between the lives of our fans and other properties,” emphasizes the vice president of operations and business.

Closeness with fans

Another key focus of Tigres' strategy is fan personalization. According to data shared by the club, they currently have 600,000 fans within their CRM (Customer Relationship Management).

“We are building a strategy based on a deep understanding of our fans, understanding not only who they are, but also how they experience their passion for the club. Through tools from our database, as well as behavioral analysis on digital platforms and participation in stadium experiences, we generate profiles that allow us to better segment our communications, personalize experiences, and strengthen the relationship with each fan,” Valenzuela explains.

The data they store relates to content preferences, social media interactions, and consumption of official products.

“Through data analysis, we seek to evolve toward a more personalized experience, ranging from targeted communications to personalized product offers, exclusive experiences, differentiated content, and priority access to events. We want every fan to feel like an active part of the club, not just as a spectator, but as part of something bigger than ourselves.”

This week, Tigres will play their place in the Concacaf Champions League final against Cruz Azul, playing the second leg of their semifinal at CU. A win will put Tigres in their fifth Concacaf final.

Additionally, the team advanced to the Liguilla of the 2025 Liga MX Clausura tournament in fourth place in the standings, behind Toluca, América, and Cruz Azul. Their quarterfinal opponent will be Necaxa, who will open in Aguascalientes and close in Nuevo León next week.

"We have a strategic plan consisting of six pillars: sports leadership, infrastructure, management, revenue, social impact, and brand and community. We have very clear objectives for each one," Mauricio Culebro emphasizes.

“Our challenge is very clear, both in my role as president and also for all our collaborators: we want to continue being a leading player in Mexican soccer by fulfilling our pillars and our mission, which is to inspire and generate a positive impact on society.”